Unleash the Power of Mahindra's BE 6 in BGMI - A Game Changer!
February 18th, 2025
Car companies love flashy marketing stunts, but when Mahindra dropped its BE 6 electric SUV into Battlegrounds Mobile India game (BGMI), it stirred up an old debate. Critics quickly pointed fingers: “Tata Motors did this first with the RaceMo in 2017!” Back then, Tata’s supercar made waves in Forza Horizon 3 but never saw a showroom.
Tata’s RaceMo: The Supercar That Never Was
Take a step back to the year 2017 when Tata Motors was making headlines with the Tata RaceMo being a part of the sports car lineup in the racing video game Forza Horizon 3. It was India’s answer to the supercar dream: a 1.2-liter turbocharged engine, 0–100 km/h in under six seconds, and a design that screamed “affordable exotic.”
But reality bit hard. Financial struggles forced Tata to shelve the project, leaving RaceMo as a digital ghost—a “what could’ve been” for Indian car enthusiasts.
Global Playbook: Gaming as a Marketing Tool
Tata wasn’t alone in this game. Tesla teased its Cybertruck in Cyberpunk 2077 and BMW rolled out the iX3 in Gran Turismo. But Tata’s twist? They aimed to give Indian gamers a taste of homegrown supercar glory. The RaceMo wasn’t just pixels; it was a statement. Even though it never hit the road, its legacy lives on as a masterclass in virtual hype.
Mahindra’s BE 6: Gaming to Garage
Jump to 2025. Mahindra’s BE 6 and XEV 9e eSUVs are pulling a similar trick but with a real-world payoff. By plopping the BE 6 into BGMI, Mahindra lets players virtually test-drive the SUV before its launch. The kicker? One lucky gamer bags an actual BE 6. Unlike Tata’s vaporware supercar, Mahindra’s EVs are ready to roll, with test drives kicking off and deliveries slated for March 2025.
Why BGMI? Because Gamers Buy Cars
Here’s the math: BGMI has 50 million monthly players in India, mostly guys aged 18–34—the exact crowd eyeing electric SUVs. Mahindra is not merely throwing a vehicle into the game, they are building quests, crafting custom skins, and even designing virtual showrooms. It is marketing that does not feel like an advertisement but more like a fun activity to take part in.
Beyond the Hype: What Makes the BE 6 Tick?
Sure, the gaming angle is clever, but the BE 6 isn’t just a marketing gimmick. Here’s why it’s turning heads:
Luxury for the Masses
Booming Sound, Silent Ride: A 16-speaker Harman Kardon system? In an SUV under ₹20 lakh? Mahindra’s tossing in premium perks like an AR heads-up display that beams directions onto the windshield.
Eco-Friendly Swagger: The cabin uses recycled plastics and vegan leather. It’s a guilt-free luxury, appealing to buyers who want style without the carbon guilt.
Battery Bragging Rights
Range Anxiety? Not Here: The BE 6 offers two battery packs (59 kWh and 79 kWh), claiming up to 683 km on a charge. Real-world estimates dip to 520–550 km, but that still beats rivals like the Tata Curvv EV (500 km). Need a quick top-up? A 150 kW fast charger zaps the battery to 80% in 35 minutes—faster than your morning coffee brew.
Future-Proof Tech: Mahindra’s INGLO platform isn’t just for SUVs. It supports multiple drivetrains, hinting at sportier variants down the line.
Price Tag Power Move
Starting at ₹18.90 lakh (ex-showroom), the BE 6 undercuts its sibling XEV 9e by ₹3 lakh. Mahindra’s even offering battery leases to slice another ₹3.5 lakh off the upfront cost. It’s a bold play to lure budget-conscious EV newbies.
Tata Fights Back: EVs, Heritage, and Dark Editions
Tata isn’t sulking over the RaceMo’s ghost. At Auto Expo 2025, they fired back with:
Sierra ICE: A reboot of their 1980s off-roader, now with a 2.2-litre diesel engine and terrain-conquering tech.
Harrier EV: A 408 hp electric beast with all-wheel drive and 550 km range—direct competition for Mahindra’s XEV 9e.
Curvv Dark Edition: A moody, blacked-out coupe-SUV with Level 2 self-driving tech. Think “Batmobile for millennials.”
EV Domination Strategy
Tata owns 72% of India’s EV market, and they’re doubling down. The Harrier EV (₹25 lakh expected) targets premium buyers, while the Curvv EV woos tech nerds with gadgets galore.
FAQ: Burning Questions, Straight Answers
1. Why did Tata kill the RaceMo?
Money talks. Tata prioritized budget cars over niche projects when funds got tight.
2. BE 6 vs. XEV 9e: What’s the difference?
The BE 6 is shorter, cheaper, and city-friendly. The XEV 9e is roomier, pricier, and packs triple 12.3-inch screens for tech junkies.
3. Is Tata taking on Mahindra’s EVs?
Absolutely. The Harrier EV and Curvv EV are gunning for Mahindra’s lineup with rival specs and features.
4. What’s special about Mahindra’s BGMI collab?
Real-world rewards. Unlike Tata’s virtual-only RaceMo, Mahindra’s giving away an actual BE 6 to a gamer.
5. Will Tata revive the RaceMo?
Unlikely. They’re all-in on SUVs and EVs like the Sierra and Harrier.
Conclusion: Copycat or Creative Genius?
Calling Mahindra a “copycat” misses the bigger picture. Tata’s RaceMo was a pioneer, but Mahindra’s added real-world muscle to the virtual hype. Both brands are pushing India’s auto evolution—Tata with premium EVs, and Mahindra with democratized tech.