Mahindra had launched the e2o electric car in the UK last year at a starting price of 12,995 pounds (around INR 10.82 lakhs). This was not the first time UK was getting a India-made electric car. In fact, Reva (the brand now owned by Mahindra, and the initial makers of the electric car) had a forgettable experience in the UK not too long ago with the Reva G-Wiz (Reva-i) 2-seat electric car.
This time around, Mahindra was confident. They had chosen to take a second stab at the British market. But seems like its no second time lucky for the Indian brand. New report from UK Reuters reveals that Mahindra has discontinued Reva from the UK market owing to low sales.
The 2-seater can accommodate 4 passengers. A longer 4-door variant is in the works.
In a letter to the owners of e2o in the UK, Mahindra stated – “The level of e2o sales achieved is at an untenable level for us to maintain the investment required, hence our decision to cease trading at Mahindra UK with immediate effect.”
With the e2o now discontinued, what happens to those owners who have purchased the e2o in this last one year, as Mahindra will not be able to provide after sales or spares of the car. As per the norms in the UK, Mahindra will have to buy back the cars at the same price it was sold to the said customers.
“It is with great sadness that we have had to make this decision, but ultimately the level of interest in the vehicle and the extremely low volume of sales has left us with no alternative.” The letter added.
The car gets a touchscreen infotainment system and a digital instrument console.
Mahindra Reva which has its factory in Bangalore had selected London as its global launch pad for the electric car business outside India. Shortly after its London debut, the diminutive urban runabout was launched in Bristol, Milton Keynes and Birmingham. They also had plans to launch the car in many more European countries like Norway, Sweden and The Netherlands. It is not clear what happens to those plans as the carmaker has discontinued it from the UK market.
This is a major setback for the billion dollar Indian conglomerate who has time and again tried to expand their business globally.
The made-in-India pure electric city car is powered by a 19 KW (26 PS)/54 Nm electric motor which is supported by a 48V maintenance free Li-ion battery pack. Transmission is an automatic unit. Full charge in normal 220V socket takes a little over 5 hours. The car has a claimed range of 120 km.
At the time of launch, Mahindra had stated that e2o is engineered to be a city commuter and not a long distance vehicle. It targets young families in the UK who are looking for a second car. The 2-door 4-seater with extremely compact footprint is ideal for short city runs. Recently, a 4 door variant of the car was launched in India.