INDIAN car manufacturer Mahindra is set to launch its e20 electric car in London next month, according to reports.

The move represents the company’s first attempt to gain a foothold in a car market away from India – where the compact all-electric city car has undergone extensive testing.

The e20 has been designed as an affordable city car to rival traditionally-fuelled alternatives. A key part of its appeal will be its price tag, set to be in the region of £13,000.

Although EVs are increasingly popular in the UK, pricing can be an issue.

Arvind Mathew, chief executive of Mahindra’s electric vehicle business, told the London Evening Standard: ‘We want to take [electric cars] out of the elitist market and make it more of a run-of-the-mill thing. Our product is really designed for City commuting, not for long distance driving.’

(This news story is from Car Dealer Magazine)