Artificial intelligence (AI), which makes machines capable of thinking and working like humans, is gradually finding its place in cars. Mahindra, the country’s largest SUV manufacturer, is utilizing AI across its operations, from manufacturing to sales and service. This AI integration positions Mahindra to compete with major electric vehicle companies globally, including Tesla and BYD.
Rucha Nanavati, Chief Digital Transformation Officer of Mahindra & Mahindra’s automotive division, stated that the company is enhancing the use of AI from factories to service centers. AI systems are employed in the factory for predictive maintenance, quality inspection, and real-time production analytics. AI is also aiding in research and development, accelerating the design and development processes.
Mahindra is transforming the customer experience through AI. This includes smart product configuration, data-driven marketing, and post-sale customer engagement. AI is also assisting in service centers, improving repair speeds. Furthermore, Mahindra is integrating AI-based smart driving and ADAS features through its MAIA (Mahindra AI Architecture) platform, which will be featured in upcoming electric SUVs.
MAIA is specifically designed for Indian road conditions. It utilizes data from various cameras and radars to assist with safety and road-adaptive driving. To facilitate the widespread adoption of AI, Mahindra has established a group-level AI division. The company anticipates launching advanced technology-rich electric cars with the help of AI, potentially surpassing the technological capabilities of US-based Tesla and Chinese company BYD in India.
Mahindra’s electric vehicle (EV) sales are experiencing rapid growth. The company’s electric SUVs, BE 6 and XEV 9e, are playing a significant role in this sales increase. In the first half of 2025, sales of these models surpassed 19,000 units, doubling their EV market share to 17%. This surge establishes Mahindra as a strong contender in the Indian EV market, ranking second after Tata Motors and MG Motor India.
