Jammu, 25 August 2026 — Jammu Motor Vehicles LLP, an Authorized Dealership of Mahindra & Mahindra, introduced the all-new BE 6 SPORTEQ today in Jammu. This new electric SUV series combines sporty design with cutting-edge technology and aims to provide customers with diverse driving experiences. The launch event took place at B C Road, Rehari, and was graced by Sh Arvind Gupta Ji, Hon’ble Member of the Legislative Assembly of UT Jammu & Kashmir, along with notable dignitaries.
To mark the introduction of the BE 6 SPORTEQ, Jammu Motor Vehicles also unveiled two special editions: the luxurious Launch Edition and the performance-driven Formula E Freedom Edition. These models showcase Mahindra’s commitment to innovation and customer satisfaction.
Highlighting the vehicle’s features, the BE 6 SPORTEQ starts at an attractive price of ₹ 11.45 Lakh. It offers Battery as a Service (BaaS) options at ₹ 3.75 per kilometer, revolutionizing how customers approach electric vehicle ownership. The vehicle also introduces a state-of-the-art Digital Cockpit, featuring a three-screen interface and six all-new TEQ Suites, including the TEQ_Talk—a conversational companion developed with Google Gemini technology to make every drive more intuitive.
The BE 6 SPORTEQ Launch Edition dazzles with its Graphite Storm exterior complemented by Racing Tan leatherette interiors, while the Formula E Freedom Edition celebrates Mahindra’s Formula E legacy with a race-inspired cockpit. This model also offers acceleration from 0 to 100 km/h in just 6.44 seconds, ideal for performance enthusiasts.
“The BE 6 has captured the imagination of owners since its launch in November 2024. It has become one of the most talked-about electric SUVs in India,” said Mr Vineet Aggarwal, Managing Partner at Jammu Motor Vehicles LLP. The series comes in 12 dynamic color options, including four new shades: Rosso Impulso, Ruby Velvet, Graphite Storm, and Firestorm Orange Satin. This new series firmly establishes the BE 6 as a Software Defined Vehicle, incorporating technology upgrades provided through over-the-air (OTA) updates starting January 2027, ensuring that existing customers benefit as well.
The launch event featured key insights from Mr Aggarwal, who noted Jammu Motor Mahindra’s extensive network across Jammu province, with showrooms in B C Road Rehari, Kunjwani, Poonch, Reasi, Banihal, and Kishtwar, providing premium and personal SUVs, including the BE 6 range. “We’re committed to providing a comprehensive range of Mahindra vehicles along with services like in-house financing and used car exchanges,” he added.
The showroom’s reach extends into the Commercial Vehicles segment, displaying vehicles like the Bolero Pickup and Maxx Pickup across its locations. Furthermore, Jammu Motor Mahindra offers Last Mile Mobility Vehicles to assist customers with versatile transport solutions.
Sh Arvind Gupta Ji, in his address, emphasized the significance of the BE 6 SPORTEQ, stating, “Today’s unveiling represents a substantial milestone not only for Mahindra but also for the region of Jammu. This launch encapsulates the essence of innovation and sustainability, showcasing Mahindra’s technological prowess in electric mobility.”
The Chief Guest applauded the leadership team at Jammu Motor Vehicles LLP for their vision and contributions to customer satisfaction. He also highlighted the importance of electric mobility in a sustainable future for India, celebrating the BE 6 SPORTEQ as not just a vehicle, but a statement of confidence in Indian engineering.
Concluding the event, Mr Nitin Aggarwal thanked the guests for their attendance and reaffirmed Jammu Motor Mahindra’s dedication to stellar service. He promised continued innovation and customer engagement in the evolving landscape of electric vehicles.
In summary, the BE 6 SPORTEQ demonstrates Mahindra’s forward-thinking approach to electric SUVs, equipping consumers with technology-rich experiences in a sustainable format. The official deliveries for the BE 6 SPORTEQ will commence on the auspicious occasion of Onam, August 26, 2026, marking the beginning of a new chapter in electric mobility for the region.
