In a significant move aimed at accelerating electric vehicle (EV) adoption in the country, JSW MG Motor India has announced a major expansion of its Assured Buy Back programme. The initiative, designed to combat uncertainty around the long-term value of electric cars, will now cover an ownership period of up to five years, making MG the first automotive brand in India to offer such an extended guarantee on EV resale values.
Addressing the Core Concern of EV Buyers
The company identified resale value uncertainty as one of the biggest barriers preventing Indian consumers from switching to electric mobility. Originally launched with a three-year tenure, the revamped programme now offers customers the option of a guaranteed buy-back at the end of three, four, or five years. Depending on the chosen plan, the assured resale value is set between 40 and 60 percent of the vehicle's original value.
Lakshmi Subbaraj, Director of Sales at MG Motor India, highlighted the customer-centric rationale behind the decision. He stated that feedback and usage data revealed a common apprehension about an EV's value after several years on the road. "Our research aligns with the typical three to five-year replacement cycle for Indian car buyers," Subbaraj explained. "This programme is our direct response to that widespread concern, offering peace of mind for the long term."
A No-Strings-Attached Confidence Booster
This initiative is a key part of MG's broader 'EV Sahi Hai' campaign, which focuses on simplifying electric vehicle ownership. The company emphasizes that the scheme is completely independent of any finance or loan product. This structure ensures that even customers who make outright cash purchases can benefit from the assured resale promise.
"This is a no-strings-attached programme," affirmed Subbaraj. "The absence of mandatory finance linkages makes it accessible to a much wider audience of potential EV buyers." The programme is facilitated by Lockton India Insurance Broking and Advisory Limited and powered by Zuno General Insurance.
The buy-back guarantee applies across MG's entire mass-market EV portfolio, which includes the Comet EV, Windsor EV, and ZS EV. Remarkably, the offer stands irrespective of the model variant or price point, providing uniform value security from the entry-level Comet to the higher-spec models.
Expanding Reach to Commercial Segment
In a first for the brand, MG has also extended the resale value assurance to its commercial EV customers. Owners of the commercial MG ZS EV will be eligible for assured buy-back benefits for up to three years or an annual mileage cap of 60,000 km.
"This isn't just for retail customers," Subbaraj added, noting the growing traction for EVs in the commercial space. "We believe this programme will serve as a major differentiator for fleet operators and commercial buyers as well."
MG's electric vehicle lineup now contributes to over 70 percent of the company's monthly sales, and the brand recently celebrated crossing the 50,000 EV customer milestone in India. The extended Assured Buy Back programme is viewed internally as a potential market disruptor, similar to its earlier Battery-as-a-Service model. By guaranteeing a five-year buy-back on mass-market EVs—an industry first—MG aims to build long-term ownership confidence and further accelerate India's transition to electric mobility.
