Mahindra and Google Cloud announced a major advancement in automotive technology with the debut of Mahindra's all-new BE 6 SPORTEQ series, bringing advanced AI directly to the core of the driving experience. This launch marks Mahindra's pioneering step as the first Indian OEM to integrate a cutting-edge automotive agent built on Google Cloud’s Gemini Enterprise into its vehicles, delivering an unparalleled, intelligent, and personalised in-car experience for its customers.
This collaboration integrates the automotive agent in Gemini Enterprise into Mahindra’s newly updated MAIA (Mahindra’s Artificial Intelligence Architecture) platform designed to look past rigid pre-programmed voice commands. The assistant leverages advanced Gemini models to understand natural, conversational human intent rather than fixed voice commands.
The car’s system delivers an array of intuitive in-car features, including effortless voice-controlled climate, lighting, and window management, alongside seamless media playback and live weather updates. Drivers can access on-demand vehicle intelligence and interactive entertainment, navigate complex routes, and consult the owner's manual; transforming the assistant into a proactive co-pilot that combines real-time vehicle data with personal context.
For example, users can now ask MAIA to set the car the way they want it without needing to find the setting on their screen. If they say, Hey MAIA it's a little cold in here, it will know to either turn down the AC or open the windows. If you ask to see the sun or the stars, it might open the sunroof for you.
Sashi Sreedharan, Managing Director, Google Cloud India
Mahindra is known for providing an excellent driving experience and our partnership will bring cutting edge AI to make those experiences even better. By enhancing its in-vehicle assistant with an automotive agent built on Gemini Enterprise, Mahindra is creating personalised and helpful conversational interactions for navigation, search, media, communication, and other vehicle controls that will help drivers navigate and explore rich features in a more natural and helpful way. Users will interact seamlessly with MAIA that delivers specific intelligence to carry out unique tasks for them. This is just the beginning of how agentic capabilities can transform the automotive industry and I’m excited to see our partnership progress ahead.
Binoy Paul, Head, Product Development, Software Solutions and Technology, Mahindra & Mahindra Ltd.
Innovation is at the core of our software-defined electric eSUVs, and innovation by its very nature doesn’t stand still. In the BE 6 SPORTEQ, we partnered with Google to build MAIA. The agent MAIA replaces fixed voice commands with natural, conversational control over navigation, media, climate, and core vehicle functions for a more intuitive in-cabin experience. This agentic AI transforms navigation, entertainment, and vehicle control, letting customers intuitively operate many features by voice for a more personalized, immersive driving experience and unmatched digital confidence. It also allows us to continue evolving the user experience as we build new agents for drivers and passengers to interact with in our vehicles
