#IndianMarket

Jaguar Land Rover unveiled its all-electric SUV to the Indian market this week, proving that it’s dead serious about expanding the I-Pace’s customer base. While parent company Tata Motors undoubtedly has a fondness for its home region, we cannot help but wonder if its a market worthy of pursuit considering the model’s starting price.

The manufacturer has the (90-kWh) I-Pace stickered at 105.91 lakh rupees, which translates to about $147,000 USD. Considering the unique way India writes out denominations and often transitions between crore and lakh as a way to avoid listing high-value items in the millions of rupees, we were initially convinced we’d messed up the conversion. The sum would not only eclipse the $70,000 MSRP Jaguar has affixed to the I-Pace in the United States, it makes it highly uncompetitive against the luxury EVs already on a market that’s not known for its wealthy consumer base. How could this be JLR and Tata’s preferred strategy?