MG Comet EV: In a surprise in the increasingly growing Indian automotive market, highly publicised MG Comet EV has been finding it difficult to put a dent on the sales of reigning market leader Maruti Suzuki Alto.
Even with an impressive 350 km driving range which is better than most other cars in the electric space, the Comet has not had the kind of adoption that MG Motor India was hoping to achieve when pitching it as an alternative to the country’s most popular car overall in terms of entry level vehicles.
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MG Comet EV David vs Goliath: Unequal Fight
It was a classic clash of philosophies – the futuristic new-age EV for urban mobility looking to unseat the years-old champion of internal combustion forces.
It sounded like a sound strategy on paper: a zero-emissions electric option with cheaper running costs and range sufficient to remove the range anxiety usually associated with electric car ownership in India.
But the market reaction has also exposed the harsher truths about India’s auto market, in which cultural mores, financial necessity and old habits often overpower technological advancement.
The Range Advantage Isn’t Cutting It
MG Comet EV Its most eye-catching claim -a range of 350 km on a single charge- was a real milestone for a small electric car. This range was designed to solve one of the biggest fears of prospective EV buyers: running out of charge and being left stranded.
For city dwellers who don’t typically drive more than 30-40 km in a day, the Comet promised several days of driving before needing to charge.
This technological feat, however, hasn’t been enough to lure buyers away from the tried and tested Alto. Industry analysts cite various factors for this market reaction, with infrastructure restrictions being among those most prominently recognised.
Infrastructure: The Unseen Wall
India’s electric vehicle charging network remains inadequate, despite government efforts to accelerate charging infrastructure, especially in tier-2 and tier-3 cities, where a chunk of Alto’s sales are generated.
For me and my family, the peace of mind that petrol stations are all over the place still trumps the Comet’s better range.
“Instead of range anxiety, the new term is ‘charging anxiety,’” says Rajiv Bajaj, an automotive consultant in Mumbai. “It’s not just a matter of how far the car can go, but a matter of how easy it is to recharge when it does need to be recharged.”
This infrastructure void has led to a situation where the 350 km on paper range of the Comet, impressive as it might be, does not cast the same reassurance as the Alto’s traditional refueling can.
Price Point: The Big Error Of Judgement!
The Comet also faces another major obstacle – its pricing. Positioned in the ₹7.98-9.98 lakh segment, the Comet EV is miles apart from the ₹3.99-5.03 lakh Alto.
Although MG has pushed the cost savings over the long term through reduced running and maintenance bills, the greater upfront cost has served as a psychological block for drivers who count their pennies.
Even going forward, “The Indian consumer is particularly price sensitive in the entry-level segment,” says Priya Sharma, senior analyst at AutoTrack India. “But no matter how persuasive the promise of future savings, it usually cannot make up for the cost hit now.”
Some of this margin has been shaved by government subsidies available for electric vehicles, but not enough to make the Comet price-competitive with the Alto at the point of initial purchase – still the deciding factor in this category.
Form Factor and Practicality Issues
The Comet’s small size is an asset to negotiate traffic on crowded city streets but didn’t help when pitched against the Alto.
The Maruti car does offer slightly more interior room, and has a more traditional look that jibes with what Indian customers think a “real car” should look like.
Even for the low end vehicles of India, family does really matter. The image of the Alto offering added value for occasional family use vs. the more urban-targeted Comet has helped to extend its relevance.
Brand Trust and Network of Service
Perhaps the most under appreciated weapon in Maruti’s armory is the service reach and trust which was built across to decades of operation in India.
And with 3,500 plus service stations across India, Maruti assures that help is never far away for Alto customers. This strong safety net has been a degree of reassurance that MG, with a lower profile, is unable to match.
Especially for a majority of those first time car buyers who make the bigger chunk of Alto’s customer’s list, this promise of strong after-sales support will dwarf the 3 boxes of technology with great cosmetic surgery that one gets with the Comet.
Life After the Pandemic: What Lessons Have We Learned?
What MG has learnt from the Comet will also be useful for makers who want to take on current trendsetters of the local market. Pure tech mentality just isn’t enough — no matter how sweet that 350 km range first EV is.
According to industry insiders, MG may be forced to adjust its strategy – possibly through creative finance deals that reduce the sticker shock, a partnership to bring charging infrastructure to more Russians, or an improved warranty deal that can assuage fears of potential long-term reliability issues.
MG Comet EV In Short: The Market Isn’t There Yet
The MG Comet EV’s fight against the Maruti Alto is a good representation of the many hurdles electric mobility needs to overcome to make a mark in India.
The light commercial vehicle market is hard-wired into traditional solutions, while there’s no easier option than the one you absolutely know will work. And so, despite being both genuinely advantageous in terms of environment, cost and now range, we keep doing it the old way.
Once India’s charging ecosystem develops, and awareness about electric vehicles rises among consumers, a vehicle of the likes of Comet may eventually establish itself.
for the moment at least, the 350 km distance is a tantalizing yet inadequate allure to upend conventional wisdom which still drives sales in India’s entry level car category.
The war between electric revolution and combustion tradition rages on, and while it’s little size makes the Alto vulnerable the electric contender is fully outfitted with everything the Comet brings to bear.
