Mumbai, India | May 2026 – Mahindra & Mahindra has deployed AI-powered voice agents built on ElevenLabs to support large-scale customer outreach during the launch of the XUV 7XO, its most premium SUV to date.
The initiative was led by Mahindra AI, the Mahindra Group’s dedicated artificial intelligence division focused on applying AI across the group’s businesses to improve efficiency, customer experience, and operational scale.
Major automotive launches at Mahindra typically drive sharp spikes in customer inquiries and outbound lead engagement. For the XUV 7XO launch on January 5, Mahindra AI adopted a different approach by deploying AI-driven conversational voice agents to manage this surge at scale.
The AI voice agents conducted outbound calls throughout the launch period to engage prospective buyers in natural, multi-turn conversations, answering queries and enabling actions.
The deployment was powered by ElevenLabs, delivering natural-sounding speech and low-latency responses that enabled human-like interactions at enterprise scale.
“Large-scale launches need new ways to manage customer conversations. During the XUV 7XO launch, our partnership with ElevenLabs helped us successfully deploy AI voice agents to support peak demand and helped route queries to dealerships.” said Manjari Upadhye, Chief Marketing Officer Automotive Division, M&M Ltd.
Karthik Rajaram, GM & Country Head, India, ElevenLabs, added, “Automotive launches compress weeks of customer demand into days. Every call needs to sound as natural and responsive as the first, whether it is the tenth or the ten-thousandth. This partnership with Mahindra showed that AI voice agents can operate at enterprise scale in India – handling thousands of concurrent calls in multiple languages without compromising conversation quality. This sets a new benchmark for how automotive brands can engage buyers at launch.”
The deployment delivered measurable business impact across key metrics. AI voice agents achieved higher contact rates and generated incremental qualified inquiries, improving overall operational efficiency. The campaign generated additional qualified inquiries, achieving an ~8% conversion uplift and improving overall conversion.
Following the success of the XUV 7XO launch, Mahindra AI plans to extend AI voice agents across additional customer engagement workflows throughout the automotive lifecycle.
The initiative was led by Mahindra AI, the Mahindra Group’s dedicated artificial intelligence division focused on applying AI across the group’s businesses to improve efficiency, customer experience, and operational scale.
Major automotive launches at Mahindra typically drive sharp spikes in customer inquiries and outbound lead engagement. For the XUV 7XO launch on January 5, Mahindra AI adopted a different approach by deploying AI-driven conversational voice agents to manage this surge at scale.
The AI voice agents conducted outbound calls throughout the launch period to engage prospective buyers in natural, multi-turn conversations, answering queries and enabling actions.
The deployment was powered by ElevenLabs, delivering natural-sounding speech and low-latency responses that enabled human-like interactions at enterprise scale.
“Large-scale launches need new ways to manage customer conversations. During the XUV 7XO launch, our partnership with ElevenLabs helped us successfully deploy AI voice agents to support peak demand and helped route queries to dealerships.” said Manjari Upadhye, Chief Marketing Officer Automotive Division, M&M Ltd.
Karthik Rajaram, GM & Country Head, India, ElevenLabs, added, “Automotive launches compress weeks of customer demand into days. Every call needs to sound as natural and responsive as the first, whether it is the tenth or the ten-thousandth. This partnership with Mahindra showed that AI voice agents can operate at enterprise scale in India – handling thousands of concurrent calls in multiple languages without compromising conversation quality. This sets a new benchmark for how automotive brands can engage buyers at launch.”
The deployment delivered measurable business impact across key metrics. AI voice agents achieved higher contact rates and generated incremental qualified inquiries, improving overall operational efficiency. The campaign generated additional qualified inquiries, achieving an ~8% conversion uplift and improving overall conversion.
Following the success of the XUV 7XO launch, Mahindra AI plans to extend AI voice agents across additional customer engagement workflows throughout the automotive lifecycle.
