MG Motors has constantly tried and to an extent succeeded in standing out in the crowded Indian car market. Right from the Hector to the Comet, their offerings have invoked instinctive curiosity. Their latest product, the Windsor CUV EV stands out in more ways than one. It is positioned as a Crossover Utility Vehicle that offers a business class flight-like experience at the back. Essentially, it’s built for comfort and doesn’t skimp on quality. What is also unique is the retail strategy MG have adopted for it. Offered with Battery as a Service (Baas), you can buy the car at a starting price of Rs 9.99 lakh and pay Rs 3.5 per kilometre as a subscription cost for the battery. Call it coincidence but the carmaker also introduced the option to buy it up front with prices starting at Rs 13.49 lakh (all prices ex-showroom) after launching it with the BaaS model. But more on that later. With disruption at its core, we took the Windsor for a spin around Gurugram to see what it brings to the table.
What’s first-class?
The MG Windsor CUV EV certainly shines with its spacious interior and thoughtful layout. The cabin is designed with premium materials, featuring a combination of dark wood and rose gold accents, giving it an upscale vibe. The standout feature is the reclining rear seat that can tilt back 135 degrees, creating a full lounger-like experience, an offering typically seen in high-end luxury cars. The front seatback also reclines enough to touch the rear seat base, opening up a make-shift bed for the rear passenger. This setup, coupled with heavily tufted seats resembling a plush sofa, makes it an ideal choice for those seeking a chauffeur-driven experience. The large 15.6-inch central touchscreen is also a highlight, against the backdrop of a minimalist dashboard. There’s also ample boot space of up to 604 litres, with clever storage options, cup-holders and type-C USB ports scattered around the cabin.
The driving experience is relaxed and refined. The 136PS motor provides a measured power delivery suited for a calm, smooth drive. Driving through the streets of Gurugram, the Windsor impressed with its responsive handling, seamlessly balancing city comfort with the power you’d expect from a CUV. The electric motor provides ample thrust, but without the drama—quiet yet purposeful. Its ride complements the urban sprawl rather well.
Turbulent grounds
For all its innovation from features to pricing, not every aspect of the Windsor is flawless. The cabin's minimalist design can be a double-edged sword. While the 15.6-inch central touchscreen adds a modern touch, it also means that several essential controls, like ORVM adjustments and headlight control, are packed into the screen, which can be tough to navigate, especially when CarPlay takes over the entire interface. The experience may feel cumbersome to those who prefer more intuitive, physical controls.
The Windsor's road presence is more understated compared to other SUVs in the segment, and its "egg-like" shape might not appeal to everyone. Driving enthusiasts might also find the performance less engaging than expected. However, it isn’t meant to be driven like that and impresses in its natural habitat within city limits. The real-world range of around 250km isn’t very confidence-inspiring for impromptu inter-city jaunts.
Does it fly?
The MG Windsor EV stands out with its unique proposition, offering a premium, spacious interior coupled with a bold pricing strategy through its Battery as a Service (BaaS) model and otherwise. Its strength lies in providing a comfortable and refined driving experience, making it well-suited for city dwellers who seek a luxury-oriented electric vehicle on a budget.
However, it does come with some trade-offs. The reliance on touchscreen controls can be confusing, and its understated road presence might not appeal to those looking for a more commanding SUV style. But for a vehicle designed for urban environments, it impresses with its smooth ride, quality and balanced performance.
MG’s unique retail strategy
Where MG has truly innovated, though, is in its Battery as a Service (BaaS) model. The ability to purchase the Windsor at a competitive price of Rs 9.99 lakh and then opt into a subscription-based battery plan is a game-changer. Not only does it lower the entry point for customers looking to embrace the EV wave, but it also offers flexibility—a quality that’s becoming increasingly attractive in today’s evolving automotive landscape. And you also get to buy it up front for a starting price of Rs 13.49 lakh (all prices ex-showroom).
The Battery as a Service (BaaS) model offers multiple benefits that make the Windsor a unique choice in the EV market. Here's a breakdown of what BaaS brings to the table:
Acquisition Cost: The vehicle is priced at Rs 9.99 lakh (ex-showroom)
Pay-per-Kilometer Model: You pay Rs 3.5 per kilometer for the battery rental
Flexible Ownership: BaaS gives owners flexibility to:
Continue paying the battery rental.
Pay off the battery cost in full to foreclose the rental.
Return the vehicle to MG Motors with an assured buyback of 60% after 3 years (applicable under certain plans).
Charging Costs: Charging costs average around Rs 1 per kilometer. It is offered for free for one year, if you are charging through the MG Hub app.
Future Upgrades: The subscription model allows for battery upgrades in the future
Maintenance: The subscription covers battery maintenance
Financing: MG has partnered with select financers including Bajaj Allianz and Hero Finance, offering interest rates starting from 9%, with paperless approvals
