Bengaluru, Nov. 28 -- India's electric vehicle (EV) playbook is being rewritten around larger and more aspirational sports utility vehicles (SUVs), and Mahindra and Mahindra-with its third electric launch in the segment within a year-plans to be at the centre of it. The firm has introduced a new electric SUV, XEV 9s, its first seven-seater with base price tag of just under Rs.20 lakh, with higher variants touching Rs.30 lakh. The firm seeks to reinforce its lead in revenue market share after briefly falling behind Tata Motors during the September quarter, even as it emerged as the leader in H1 of FY26. Its two earlier SUVs were five-seaters, with the BE 6 priced at Rs.18-28 lakh and XEV 9e at Rs.21-31 lakh. With fresh competition from Maruti Suzuki's e-Vitara next week and Tata Motors' Sierra EV in the pipeline for next fiscal, Mahindra is widening its portfolio to seven-seaters to capture higher-ticket customers in a segment that accounts for nearly half the utility vehicle market's revenue. The push comes as Mahindra and Tata battle for EV supremacy, as well as for the number two position in India's passenger vehicle market. "We are back on top in October in revenue market leadership. Between April to October, we were the number one player," Rajesh Jejurikar, executive director and CEO, auto and farm sectors, said on the sidelines of the launch. Unlike traditional sales market share where firms track sales volume, Mahindra is tracking the amount of money it makes from its SUVs as against competitors revenue market share. Mahindra said it wants to stick to its core DNA of SUV and offer large family vehicles to customers to drive EV penetration. In the past seven months, Mahindra has sold over 30,000 electric SUVs, competing with Tata Motors, MG Motor India and Hyundai Motor India....