Electric carmakers in India are moving beyond product launches to address the biggest anxieties of potential buyers.
From assured buybacks and battery subscriptions to exchange schemes and dense charging networks, incumbents and new entrants are bundling services in an effort to make EV ownership more predictable and a risk-free option.
Vietnamese electric carmaker VinFast is set to woo first-time EV buyers in India with an exchange programme for petrol, diesel, and CNG cars.
Toyota Kirloskar Motors’ EV debut, Urban Cruiser Ebella, will have a guaranteed resale value and battery-as-a-service option, mirroring Maruti Suzuki’s upcoming e-Vitara model. Both SUVs are based on the same platform.
Early electric movers such as Tata Motors, MG, and Mahindra are doubling down on charging infra and offering lifetime warranties. Backed by the launches and customer initiatives, S&P Global Mobility sees 2026 as an inflection point, with electric car penetration rising to 7 per cent from 4 per cent in 2025.
The shift comes as the adoption of electrics accelerates, albeit from a relatively small base. Electric car sales in India surged 77 per cent to 176,817 units in calendar 2025, while penetration increased to about 4 per cent from 2.5 per cent a year earlier, according to the Federation of Automobile Dealers Associations (FADA).
Industry executives say the next phase of growth in India’s electric car market will hinge less on model lineup expansion and more on addressing long-term ownership risks. Companies are brainstorming these issues to find addressable solutions.
“People talk about range anxiety, but service anxiety and resale anxiety are equally big,” Tadashi Asazuma, deputy managing director at Toyota Kirloskar Motor, told ET. “If you don’t have a complete ecosystem, customers will hesitate.” Toyota’s EV approach-centred on home charging support, high-voltage service readiness, assured buyback programmes, and flexible financing-signals a broader recalibration as manufacturers prioritise predictability over novelty.
VinFast’s proposed exchange programme for petrol, diesel, and CNG vehicles is designed to lower the psychological barrier for first-time EV buyers. “EV volume is going to increase, that’s for sure,” said Tapan Ghosh, CEO, VinFast India. “Once more products are there and the ecosystem is in place, an inflection point is bound to come and volumes will rise rapidly.” Currently, the company is prioritising network expansion, charging partnerships, and service policies over near-term volume targets.
Mahindra has a similar view. “Our EV push is now as much about confidence-building as product expansion, with a focus on battery durability, service preparedness, and total cost of ownership,” said Nalinikanth Gollagunta, CEO, automotive division.
Tata Motors has leaned into this shift. “Addressing ownership concerns-particularly around battery life, service costs, and residual value-is central to driving the next wave of EV growth,” said Anand Kulkarni, chief product officer at Tata Motors Passenger Vehicles and Passenger Electric Mobility. Tata’s move to extend lifetime battery warranties across models such as the Nexon.ev, Curvv.ev, and Harrier.ev is aimed at removing uncertainty around battery health and replacement costs.
