Anand Mahindra is the man behind his namesake company’s plan to expand beyond affordable mass-market cars mainly for India into luxury vehicles that will be sold worldwide by a new company with Italian heritage, Automobili Pininfarina. This will start with a full-electric hypercar that costs almost 2 million euros. Mahindra shared his plans and his views on how the industry is evolving with Automotive News Europe Associate Publisher and Editor Luca Ciferri on the sidelines of a Formula E race in Rome, Italy.
Why did Mahindra, a mass-market automaker, decide to jump into ultraluxury cars instead of premium models, which would have been a more logical first step?
When you aim for the pinnacle of the car market, if you have middle-of-the-road goals, you have lost the ladder already. You have to create an aspiration that's unique. Why would anyone pay almost 2 million euros for a car? Because it's unique, pioneering and unparalleled. It's unparalleled in beauty and in performance. You have to shoot for that. Mahindra will use Pininfarina as a brand and as a designer to deliver unparalleled beauty.
Where will you get the unparalleled technology needed to achieve the Automobili Pininfarina PF0 hypercar's performance?
We are one of the pioneers in Formula E [the full-electric racing series]. When you go from race to road, Formula E is far more effective than Formula One. You rarely see Formula One technology on the road. Formula E will provide race-to-road know-how. We will also have collaboration with other technology providers who are very innovative.