Santosh Iyer, MD of Mercedes-Benz India, talked about the recent bounce about EV growth, trump tariffs and the benefits of entering the market.
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Inquiry motion Santosh Iyer, MD of Mercedes-Benz India, is carefully optimistic about India's entry into the EV market. The recent launch of CLE 53 AMG speaking-a 449hp, straight-six petrol-operated sports coupes which are 10th AMG model in the brand's India Line-up-Ayer blamed the stable yoy development of EVS for several reasons, including the availability of a comprehensive range and expansion of retail touch points across the country. “Today, only 30% of India's customers sell touch points in any form. And this growth is 10%, so there are more customers who are now educated about EVS, and this driving is developing”.
The EVS has seen widespread acceptance in the luxury market, the higher class offering luxury EVS, due to TCOs which are equal or less than ice counterparts and have smooth and silent nature of EV powertrain. “8-9% of the market entry into the luxury segment,” Iyer says, avoiding guessing what will be the entry into the luxury EV market by 2030. “We do not want to put a number or a target in terms of entry into the estimated market by 2030. Determine the speed of change,” Iyer says. “The first cycle of EV ownership needs to be fulfilled to gain confidence for more customers”
On Tesla's arrival
Mercedes-Benz India-Paljari EV is surprised by the arrival of Tesla, one of the leading players in the Space. “The price point at which the Tesla operates, we work in single digits in the section, because our sales mainly come from above 60 million sections. It goes up all the way 7-8 crores, so we feel untouched. Not from the perspective of the volume, “accepts Iyer, due to innovation that American EV manufacturers are currently enjoying.
Iyer also admits that while the current mode of Tesla's operation (via the CBU route) will not enrich the local EV supply chain in any significant way, it helps to promote the image of EVS. “I think, even with two outlets, you have a lot of people and are examining Teslas.
At ethanol combination
With public sentiment around the ownership of the car due to the government's new E20 fuel mandate, Iyer feels that the luxury section remains relatively unaffected because most luxury brands, as Mercedes-Benz, brought E20 compatibility throughout their portfolio before the mandate was set. “Mass market segment is highly price sensitive, so car manufacturer does a car engineer for the need of the day, while the luxury segment, you can engineer it for tomorrow”
However, public anxiety remains not only around the current mixture of petrol, but also the assumption that the sale of ahead of E27 can affect the sale of snow vehicles, close to 2030. Iyer, however, rejects the perception. “I think the policy makers are clear that the E20 is maximum and anything more than that will be implemented in a selective manner. E100, for example, cannot be from a technical point of view”. Union Road Transport and Highway Minister Nitin Gadkari announced that Iyer's statement came a day ago that the future of fuel would be 100% ethanol. However, the central government has not announced any clear roadmap towards the E27 level combination at this time. Iyer says, “Before we introduced a BSVI-influence fleet, we engineered our cars for low fuel ratings,” saying that the government was very clear about implementing 20% ethanol mixture in petrol sold across the country. “Everyone knows that E20 is coming. Does everyone engineer their cars on the basis of that requirement? Can't be the answer.
Mercedes-Benz became a more integral part of the global supply chain
Asked if the brand is somehow affected by the American tariff, Iyer remained optimistic. “I think the tariff position can be seen in both ways. I would say that on one hand we have US tariffs, but also positive results. India is actively discussing an FTA with Europe. We have an FTA with UK, Australia and Middle East (UAE). If you see the opportunity there, it's big if it is big”
“There is a lot of noise about the import of cars to be imported, but I would say that there is a big opportunity for the export of components in other markets. Because India's component ecosystem is very mature and capable. We need to see what is necessary for us for localization in India. For example, in e-class, all glass components on the vehicle are localized”.
Does this mean that Mercedes-Benz India has intended to export components as it has been in the past, as well as with a locally built GLC model, which was being briefly exported to markets like America? “Our plant is designed for India and dedicated to India; it is a manufacturing set-up. Our focus is not on exports. We are designed to meet local needs”
(Partha Charan is an independent motor vehicle journalist and writer who has written on cars, motorcycles and motor vehicle industry for the last 12 years. He lives in Mumbai.)
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First published date: 18 August 2025, 13:12 pm IST
