In a bold move signaling the accelerating shift towards sustainable mobility in India, JSW MG Motor is aiming for electric vehicles (EVs) to account for 70 to 80 percent of its total sales in the coming years. This ambitious target was reaffirmed by Managing Director and CEO Anurag Mehrotra, who highlighted that price parity between EVs and their petrol counterparts has already been achieved, making the transition not just viable but economically compelling.
The Windsor Catalyst: From Niche Player to Market Leader
Central to this surge is the Windsor EV, MG’s compact crossover that starts at an accessible Rs 9.99 lakh. Launched as a game-changer in the affordable EV segment, the Windsor has propelled JSW MG’s market share in India’s electric car space from under 10 percent to a robust 30 percent in just two years. This rapid ascent underscores the model’s appeal, blending modern design, a claimed range of up to 331 km, and features like ADAS and panoramic sunroofs, all at a price point that rivals traditional internal combustion engine (ICE) vehicles.
Mehrotra’s optimism stems from a deeper conviction: EVs are no longer a premium luxury but a smarter, more economical choice for everyday drivers. “The development can reshape India’s automotive landscape,” he emphasized during an exclusive interview with Autocar Professional’s Ketan Thakkar at the 65th Society of Indian Automobile Manufacturers (SIAM) Convention.
Why EVs Are Poised to Dominate 80% of MG’s Sales
JSW MG’s strategy isn’t driven by fleeting trends but by hard economics. The company envisions EVs comprising the lion’s share of its portfolio because they outperform ICE vehicles across the board—in purchase price, operational costs, and long-term ownership expenses.
Cheaper to Run: Fuel Savings That Add up
One of the most compelling arguments for EVs is their drastically lower running costs. Charging an EV like the Windsor averages just Rs 1.2 per kilometer, compared to Rs 6.7 per km for a petrol equivalent. For an average owner clocking 15,000 km annually, this translates to savings of up to Rs 80,000 per year—enough to cover multiple road trips or family vacations.These figures hold firm even after recent government tweaks, including 10 to 15 percent GST reductions on petrol and diesel vehicles, which Mehrotra says do little to erode the EV edge.
Maintenance: Simplicity Meets Savings
Beyond fuel, EVs shine in maintenance. With fewer moving parts—no engine oil changes, no transmission servicing, and regenerative braking that extends brake life—EVs demand nearly one-tenth the upkeep of ICE cars. This simplicity not only cuts costs but also minimizes downtime, appealing to urban commuters who value reliability over complexity.
“If you look at a 4.3-metre car like the Windsor and compare it to a similar petrol automatic, you will find that the EV is already cheaper,” Mehrotra noted, underscoring how upfront pricing, combined with lifecycle savings, tips the scales decisively in favor of electrification.
Balancing Transition: ICE’s Role and Broader Ambitions
While EVs are the North Star, JSW MG isn’t abandoning ICE entirely. Mehrotra indicated that 20 to 30 percent of the lineup will remain combustion-based to ensure a smooth, market-driven transition rather than one forced by regulation. This pragmatic approach allows the company to cater to diverse customer needs while ramping up EV infrastructure.
Leveraging technology from parent SAIC, JSW MG plans to accelerate product launches, including halo models like the Cyberster roadster and the M9 MPV, which notched 170 sales in its debut month despite supply hurdles. The premium MG Select channel is expanding to showcase these flagships, further diversifying the portfolio.
Localization efforts are key to profitability, with EVs targeted for deeper indigenization to combat import duties and scale production. As Mehrotra puts it, the new energy vehicle (NEV) space represents JSW MG’s “biggest growth potential,” positioning the brand to outpace industry growth and drive profitable expansion.
Reshaping India’s Roads: A Greener Horizon
JSW MG’s EV push arrives at a pivotal moment for India’s auto sector, where EV penetration is projected to hit 7 percent by year-end. With supportive policies, falling battery prices, and models like the Windsor democratizing access, the stage is set for a seismic shift. As Mehrotra envisions, this isn’t just about sales targets—it’s about redefining mobility for millions, one charged kilometer at a time.
