Mahindra deploys voice agents with ElevenLabs to scale outreach for SUV launch

Handling launch-scale demand with AI-led conversations

Mahindra & Mahindra is a multinational group headquartered in Mumbai, India, operating across sectors that drive economic growth, including automotive, tractors, information technology, financial services, and vacation ownership.

Mahindra AI is the Mahindra Group’s dedicated AI division, focused on applying artificial intelligence across the group’s businesses to improve efficiency, customer experience, and operational scale.

Ahead of the launch of Mahindra’s flagship SUV, XUV 7XO in January 2026, the team faced a familiar challenge. Every major vehicle launch generates a surge in inbound and outbound customer interactions, typically requiring rapid expansion of call center capacity. For one of the most anticipated launches of 2026, Mahindra AI took a different approach.

The challenge: scaling customer conversations during launches

The XUV 7XO launch required outreach to a very large pool of fresh and previously lost leads,  while also responding to customer questions, registering inquiries, and booking test drives. The team needed a way to maintain quality conversations at launch scale, without adding  operational overhead. 

Deploying AI voice agents for outbound sales and inquiries

Mahindra AI deployed nAIna, its AI conversational voice agent with natural-sounding speech and low-latency response using ElevenLabs Text to Speech. The AI agents were used to automate outbound calls at scale, while preserving a human-like interaction model.

The system enabled always-on availability, ensuring leads could be contacted and supported beyond standard call center hours.

Why ElevenLabs

ElevenLabs provided the voice layer that made these conversations feel natural and responsive.  By integrating ElevenLabs Text to Speech API with Mahindra’s existing workflows, the team was  able to scale outbound capacity quickly while maintaining a consistent customer experience. 

Business impact 

The integration of ElevenLabs solved a critical bottleneck in Mahindra’s launch operations and  delivered measurable gains across several key performance indicators (KPIs). The campaign generated additional qualified  inquiries, achieving an ~8% conversion uplift and outperforming previous methods.

Building a scalable model for future launches 

For Mahindra AI, the XUV 7XO launch demonstrated how AI voice agents can act as a force  multiplier during high-demand moments. By automating first-contact and inquiry handling,  human teams can focus on high-intent conversations and dealership follow-ups. 

As vehicle launches continue to generate short-term demand spikes, AI-led voice outreach  provides a scalable and cost-efficient option. 

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.

Manjari Upadhye, Chief Marketing  Officer, Automotive Division, M&M Ltd. 

Looking ahead 

Mahindra AI plans to extend AI voice agents beyond launch campaigns into other customer  engagement workflows, building an always-on, intelligent voice layer across the automotive  lifecycle.