JSW MG's Windsor SUV Pips Tata, Mahindra EVs
JSW MG’s Windsor SUV has taken the electric vehicle (EV) market by storm, becoming the best-selling green car in October. This success is largely attributed to its innovative 'battery as a service' (BAAS) model, which allows customers to purchase the car without the battery cost upfront, reducing the financial burden of switching to an EV.
By beating established models like the Tata Nexon EV, Mahindra XUV400, and even JSW MG’s own ZS EV, Windsor has set a new benchmark in the Indian EV market.
In October 2024, the Windsor recorded 3,116 units sold, outperforming competitors:
Tata Nexon EV: 1,593 units
Tata Curvv EV: 1,542 units
Tiago and Tigor EVs: 1,017 units
Tata Punch EV: 915 units
Mahindra XUV400 EV: 602 units
While a single month's sales may not reflect long-term dominance, Windsor's lead points to the growing appeal of customer-centric innovations in the EV space.
At its launch in September, the Windsor introduced a game-changing battery rental model:
Customers pay only for the car, excluding the battery cost, which constitutes a significant portion of an EV's price.
Battery costs are paid through EMIs at ₹3.5 per kilometer of usage.
This model eliminates the upfront cost burden, making the Windsor a more affordable option for many buyers.
Lifetime Battery Warranty, exclusive to the first owner.
One-Year Free Charging, valid at public charging stations.
Buyback Assurance. 60% of the car's value is guaranteed after three years or 45,000 kilometers, boosting customer confidence.
However, the model has a drawback, the higher GST applicable to battery rentals (treated as a service) compared to the 5% GST for EV purchases.
JSW MG reports that the Windsor’s appeal isn’t limited to urban centers. Nearly 50% of its sales came from smaller cities, including Tier II and Tier III locations. This indicates a growing acceptance of EVs beyond metro areas, reflecting a broader shift in consumer preferences toward sustainable mobility solutions.
Satinder Singh Bajwa, Chief Commercial Officer at JSW MG, highlighted the success of the Windsor across diverse geographies:
“Nearly 50% of Windsor's sales came from smaller cities, showing the growing acceptance of electrics beyond major urban centers.”
Parth Jindal, Director at JSW MG Motor India, emphasized the Windsor’s role in democratizing electric mobility.
“This vehicle embodies our commitment to delivering innovative, futuristic, and sustainable mobility solutions... Windsor is driving the democratization of electric mobility.”
JSW MG’s Windsor SUV has emerged as a game-changer in the Indian EV market. With its affordable and customer-friendly battery rental model, complemented by a host of benefits, Windsor is making EVs more accessible and appealing to a wider audience.
As the electric vehicle market evolves, innovations like these are set to redefine customer expectations and drive the future of mobility in India.
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