March 3rd, 2025
MG Motor Surges in EV Market as Tata Motors Loses Ground
The Chinese automaker’s innovative battery leasing program catalyzes dramatic market share gains, with EVs now comprising 78% of its total sales
JSW MG Motor India has dramatically reshaped India’s electric vehicle landscape in just five months, with EVs now accounting for a staggering 78% of its total sales while longtime market leader Tata Motors continues to experience declining performance.
Windsor EV: The Game-Changer
February 2025 marked another milestone in this power shift, with JSW MG reporting that 3,122 of its 4,002 total vehicle sales came from electric models. This transformation—more than doubling its EV contribution from just 35% in August 2024—has been primarily driven by the Windsor EV’s exceptional market reception.
Meanwhile, Tata Motors’ EV division posted 5,343 units in February, marking a 23% year-on-year decline from 6,923 units in February 2024 and its third consecutive month of decreasing sales.
Market Share Reversal
The competitive landscape has undergone a remarkable transformation since August 2023, when Tata Motors commanded a dominant 64% market share with 7,040 EV units. Despite its first-mover advantage and diverse portfolio including the Nexon EV, Punch EV, and Curvv EV, Tata has seen its monthly figures steadily erode.
Conversely, the Windsor EV has enjoyed an impressive trajectory, climbing from 3,116 units in its October 2024 debut to 3,785 units by December, helping JSW MG achieve record monthly sales of 7,516 vehicles.
Battery-as-a-Service: The Disruptive Innovation
Industry analysts identify JSW MG’s innovative Battery-as-a-Service (BaaS) program as the critical differentiator that has attracted cost-conscious consumers to its electric lineup.
“The BaaS model has fundamentally altered the EV ownership equation in India,” explains Vikram Mehta, automotive analyst at Future Mobility Research. “By separating battery costs from the vehicle purchase, MG has effectively removed the largest barrier to EV adoption in price-sensitive segments.”
The program allows customers to purchase vehicles without batteries, instead paying usage-based fees—₹3.5/km for Windsor, ₹2.5/km for Comet, and ₹4.5/km for ZS EV—with a minimum commitment of 1,500 km monthly. This approach dramatically reduces initial purchase prices, with the Windsor starting at ₹9.99 lakh, Comet at ₹4.99 lakh, and ZS EV at ₹13.99 lakh (ex-showroom).
Additional consumer benefits include lifetime battery warranty for the first owner, one year of free public charging via the MG eHUB app, and guaranteed 60% buyback value after three years.
Production Expansion Underway
To meet surging demand, JSW MG’s Halol manufacturing facility is currently undergoing modifications to accommodate increased Windsor production and upcoming model introductions. The company plans to further diversify its electric portfolio with the MG Cyberster and MG M9 models under its luxury brand channel, MG Select.
Industry Implications
JSW MG’s ascendancy represents a significant disruption in India’s electric vehicle market, challenging Tata Motors’ previously unchallenged leadership position. Industry observers now question whether Tata can reverse its declining trend as JSW MG continues its aggressive push with innovative features and financing options.
“This is a watershed moment for India’s EV market,” notes Priya Sharma, Director at Emerging Markets Automotive Council. “The success of JSW MG’s approach demonstrates that innovative ownership models can accelerate adoption even more effectively than product diversity in certain market segments.”
The shifting competitive landscape comes amid India’s broader national push toward electric mobility, supported by government incentives and gradually improving charging infrastructure as the country works to reduce carbon emissions and fossil fuel dependency.
For JSW MG, the challenge now becomes sustaining this momentum while managing production capacity. For Tata Motors, the imperative is clear: innovate beyond product offerings to address the fundamental cost barriers that continue to limit EV adoption across India.
