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Published on: Oct. 18, 2024, 11:56 a.m.
JSW MG Motor India’s green drive
  • Windsor EV comes with an attractive rental payment plan to increase accessibility to the EV landscape

By S M Boothem with Akshaya M

JSW MG Motor India announced its new CUV (crossover utility vehicle), the Windsor EV, with an attractive rental payment plan to increase accessibility to the EV landscape. The Indian EV market is expected to grow to $113.99 billion by 2029, and the Indian battery market is projected to surge to $27.7 billion by 2028, putting the country on track to becoming the largest EV market by 2030.

Growth is being driven by government incentives and subsidies, rising environmental concerns, and rapid technological advancements. With a view towards sustainability in mobility, the government is looking to encourage EV adoption and establish EV infrastructure to support the system.

In the Passenger Vehicle segment, the growth has been phenomenal, with all major automotive companies introducing EV variants in their portfolios. Market leader Tata Motors retains 12 per cent of the pie with popular models such as the Nexon, Punch, and the recently launched Curvv. MG Motor is making successful progress in the EV segment, with 35 per cent of its sales coming from EVs. Their established brands, ZS EV and Comet, now have a new peer: the Windsor EV.

With JSW’s joint venture with MG Motor India, the company has shifted its focus towards more NEVs (new energy vehicles) and expects to increase EV sales by up to 50 per cent. The MG 2.0 strategy is also promising to launch a new car every six months with a strong focus on sustainable vehicles that are equipped with state-of-the-art technology.

The MG Windsor, the first car launched by the JV, is based on the model sold in China, the Cloud EV, and is the newest addition to the carmaker’s EV collection. Windsor is an intelligent CUV that combines the comfort of a sedan with the spaciousness of an SUV, addressing the need for a versatile vehicle.

The CUV is offered with a futuristic aerodynamic design, spacious and luxurious interiors, reassuring safety, smart connectivity, driving comfort, and other high-tech features. The Aero Lounge seats can be reclined to 135 degrees and, coupled with the expansive Infinity View Glass Roof, provide the passenger with a business-class experience. The immersive entertainment and smart connectivity features are powered by a massive 15.6” Grandview Touch Display in the central console.

The Windsor comes with a PMS Motor which is IP67 certified, and its performance is supported by a 38 kWh Li-ion battery pack, featuring four driving modes (Eco+, Eco, Normal, and Sport) that deliver 100 kW (136 PS) of power and 200 Nm of instant torque, offering a range of 331 km. It can be charged in 40 minutes at any DC fast charger. In our recent drive, we tested all these features of the new Windsor and were impressed with its performance in all areas.

The Windsor is offered at Rs9.99 lakh, plus Rs3.5 per km for the battery. Additionally, MG is providing various initiatives to the EV buyer, such as a lifetime warranty on the battery for the first owner, an assured 60 per cent buyback after 3 years, and one year of free charging at public chargers using the eHUB by MG app.

Speaking about the new entrant, Parth Jindal, Director, JSW MG Motor India, said: “The MG Windsor is the realisation of the vision and promise behind JSW MG India and marks a significant milestone in this journey. The Windsor is the first car that has come out of the JV, and the team has worked very hard in developing and bringing it to the Indian market. This vehicle embodies our commitment to delivering to our Indian customers the best innovations the world has to offer. With its advanced features, innovative design, and disruptive pricing, the Windsor sets a new benchmark.”

  • The MG Windsor is the realisation of the vision and promise behind JSW MG India and marks a significant milestone in this journey. The Windsor is the first car that has come out of the JV, and the team has worked very hard in developing and bringing

    Parth Jindal, Director, JSW MG Motor India

Battery-as-a-Service

In India, EV buyers are still finding it difficult to make the transition to electric due to the higher investment costs. Compared to ICE vehicles, EVs are generally offered at a much higher price to offset the cost of the battery needed to power these vehicles for a longer range. Electric SUVs and MUVs range from Rs10-13 lakh for the Tata Nexon and Tata Punch, Rs17-20 lakh for the Tata Curvv, MG ZS EV, and Mahindra XUV400, to over Rs25 lakh for the Hyundai Kona and BYD Atto. On average, the cost of equivalent ICE vehicles is almost 60 per cent of their EV counterparts.

In a revolutionary move, JSW MG Motor India has introduced the concept of Battery-as-a-Service (BaaS) for its EVs. BaaS is a unique financial solution that allows the EV buyer to pay battery rental per kilometre driven. In this scheme, the customer pays for the vehicle without the inclusion of the battery price, which then vastly reduces their initial investment in the EV purchase. Subsequently, the customer pays a nominal fee per kilometre for battery usage.

BaaS allows users to subscribe to the battery service instead of purchasing and owning the battery. Currently, there is a solution in the market that provides this facility in the form of battery-swapping stations. For two-wheelers and three-wheelers, there are established stations to exchange drained batteries for fully charged ones. This solves the need for owning or maintaining batteries and also alleviates range anxiety issues. It is a wholly beneficial service for commercial utility in fleet ownership.

MG’s BaaS programme, however, provides the buyer with an opportunity to pay as per usage for the battery, along with some additional costs for charging the battery, making it essentially equivalent to refuelling ICE vehicles. Initially introduced as part of the launch of Windsor, the BaaS programme has been extended to MG’s ZS and Comet EV as well.

Satinder Singh Bajwa, Chief Commercial Officer, JSW MG Motor India, said: “With BaaS, we have created a platform for easy ownership, making our EVs more accessible than ever. Given the strong response to Windsor under the BaaS programme, we are now extending its benefits to our popular EV models, the Comet and ZS. I am confident that this unique ownership model will further boost EV adoption in the country.”

EV Infrastructure

One important priority in ensuring the EV ecosystem remains robust is establishing a stable charging infrastructure. Automotive giants like Tata and Mahindra & Mahindra have taken the initiative to collaborate with associated businesses to enhance connectivity. Similarly, MG Motor has partnered with several large and start-up companies to build and sustain this infrastructure.

They have forged alliances with businesses such as Adani Total Energies Limited (ATEL), BPCL, ChargeZone, Glida, HPCL, Jio-BP, Shell, Statiq, Zeon, and many others to install fast chargers and set up charging stations across the country. eHUB, an MG solution, simplifies the process of locating, reserving, and paying for charging stations. MG’s eHUB app has achieved over 15,000 downloads in less than two months since its launch.

  • With BaaS, we have created a platform for easy ownership, making our EVs more accessible than ever. Given the strong response to Windsor under the BaaS programme, we are now extending its benefits to our popular EV models, the Comet and ZS. I am confident that this unique ownership model will further boost EV adoption in the country

    Satinder Singh Bajwa, Chief Commercial Officer, JSW MG Motor India

From the perspective of climate change and eco-sustainability, a major concern regarding batteries is their post-life usefulness. Project REVIVE is a pioneering initiative to repurpose used EV batteries in partnership with TERI and Lohum. The project extracts healthy battery components and builds energy solutions for use in schools and community centres.

By extending the lifespan of EV batteries, Project REVIVE reduces waste and provides reliable power to underserved communities. Continuing this momentum, the brand has announced India’s first high-voltage (HV) second-life battery with a homegrown Battery Management System (BMS), in collaboration with Vision Mechatronics as part of REVIVE. This product was showcased at The Battery Show in Greater Noida.

While most companies are trying to make EVs affordable for the Indian consumer, there is also a slow and steady rise in demand for premium EVs among discerning consumers with higher disposable incomes and a preference for eco-friendly products. Meanwhile, the Indian government’s EV scheme aims to drive large investments in manufacturing to offer world-class zero-emission vehicles.

The EV policy reduces the import duty on certain electric cars to 15 per cent from the current 70-100 per cent for 5 years, provided the automaker invests at least Rs4,150 crore ($500 million) in manufacturing within 3 years. Consequently, there has been a surge in premium EV models, including the Kia EV6, Hyundai Ioniq 5, Volvo XC40 Recharge, BMW iX1, and BYD Seal, among others.

With JSW steering its new direction, MG Motor India is looking to target the premium car market in India. Similar to the approach taken by Maruti Suzuki’s Nexa brand, MG is set to launch a range of ‘Select’ stores. This retail chain will serve as an exclusive showroom for its future flagship models, with a strong focus on NEVs. MG Select aims to establish itself as a leading player in this segment by providing an enhanced brand experience for modern customers who desire premium offerings. The Select showroom network is set to open in 2025, with plans to expand across 12 key cities.

The MG Windsor received a tremendous response from customers, securing bookings for 15,176 units within 24 hours, highlighting the demand for innovative, intelligent, and sustainable EVs among Indian consumers. With its systematic plans of partnering with several players in the EV ecosystem, JSW MG Motor India is moving in the right direction towards sustainable mobility.

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