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Let’s face it, luxury isn’t just a product anymore, it’s a personality in a world where logo-mania runs wild and status symbols matter. It’s not just about owning something expensive anymore; it’s about what that ownership says about you. So much so, people are now queuing up not just for high-end goods, but also for their crafty (and occasionally questionable) knockoffs, all in pursuit of that elusive aspirational glow-up. These days, it’s not enough to want luxury; people want to appear as though they live it. And right on cue, enters MG’s newest flagship, the M9.

In this climate of soaring expectations and even steeper EMIs, MG’s M9 arrives as a full-blown luxury SUV (or MPV, depending on how you squint) for the evolved, not just the elite. It’s not for those endlessly chasing a badge; it’s for those pursuing the entire experience. Comfort? Check. Road presence? Absolutely. Drama? Only where it counts. The M9 doesn’t scream wealth, it whispers it, gently and in surround sound. It’s plush without being pretentious, techy without being a touchscreen tantrum, and ambitious without trying too hard. Essentially, it’s the automotive equivalent of wearing a custom-tailored suit without accidentally leaving the price tag dangling from the sleeve.

Before we delve into the motor specs or touchscreen real estate, let’s head straight to the M9’s main attraction: the rear seats. MG clearly knows its audience, and it has rolled out the red carpet for them. Slide open the powered rear doors, and you’re greeted by what they proudly call ‘presidential seats.’ For once, the term isn’t just marketing fluff. Picture first-class airline thrones with heating, ventilation, massage functions, and ottomans that fold out with such grace, your living room recliner may file a complaint. The armrest-mounted touchscreen lets you control everything from ambient lighting to the sunroof, and there’s even a dedicated tissue box holder. The cupholders retract, the seats recline, and you half expect someone to offer you a glass of Dom Pérignon mid-review.

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That said, a few eyebrow-raising choices sneak through. The USB ports are buried inside the armrest. The footrest is plush but non-adjustable, which feels like a missed trick considering some rivals do it better. And while the seat-mounted touchscreen is slick and responsive, it’s also a fingerprint magnet and becomes nearly invisible under harsh sunlight.

The back row may get the headlines, but the third row quietly refuses to be the understudy. Unlike most MPVs, where the third row feels like economy class minus the legroom, the M9 offers a genuinely usable space. There’s decent knee and headroom, USB-A ports, AC vents, and enormous windows paired with a rear panoramic sunroof that keeps things airy and cheerful. Boot space? A jaw-dropping 945 litres, with all rows up. Throw in a 55-litre frunk, and there’s more storage than some Mumbai apartments.

Now, for a vehicle this grand in ambition, you’d expect it to have equal road presence, and it does, though with a twist. Measuring 5.2 metres long and 2 metres wide, the M9 makes even full-size SUVs look like they skipped leg day. But despite its scale, the design is somewhat conservative. The front is clean, with slim LED headlamps that are sharp, and a Z-shaped chrome window line adds a touch of flourish. But walk around it, and you realise it lacks a defining visual signature, that one dramatic element that makes it instantly recognisable.

But here’s the twist: while most buyers will likely be chilling in the back with their massage set to ‘deep tissue’, the M9 doesn’t punish the person behind the wheel. Beneath its massive floor sits a 90kWh NMC battery, powering a single front-mounted motor that puts out 240bhp and 35.7 kgm of torque. That might sound modest for something this size, but MG’s tuned it for limousine-like smoothness rather than neck-snapping drama. Acceleration is linear, braking is confident, and it doesn’t feel like you’re dragging around a small bungalow.

What’s genuinely impressive is how city-friendly this land yacht feels. The steering is feather-light, visibility is excellent despite the acres of dashboard ahead, and it can U-turn in tighter spaces than you’d expect. No, it doesn’t have rear-wheel steering, it just feels like it does. Bumps and potholes? Handled with the grace of a silk saree landing on a featherbed. Push it past 100 km/h and, yes, the M9 starts to remind you of its weight, not in a scary way, but in a ‘please don’t rush me’ kind of tone.

Ride quality, though, is where the M9 truly shines. Broken tarmac doesn’t break its composure. There’s no floaty boat feel, and even sharper ruts are handled without protest. It’s not quite magic carpet material, but it’s close, and crucially, it feels expensive. NVH levels are superb, with barely any tyre roar or wind noise creeping in, which means you can hold a whisper-level conversation or close a business deal without raising your voice. The regenerative braking, too, is well-calibrated, useful without feeling like the car is trying to teach you a lesson every time you lift off.

As for range, MG claims 550 km under internal testing. In the real world? More like 380 km, with AC on, traffic doing traffic things, and a driving style best described as ‘realistic’. We began the day with a 99% charge and an MIDC estimate of 449 km. By the time we’d depleted half the battery, our math indicated a true range of just below 280 km. Not bad for something this massive and unapologetically indulgent.

Now, no modern EV is complete without a tech barrage, and the M9 delivers. The dashboard layout is minimalistic in a clean, Scandinavian way. You get a 12.23- inch infotainment screen with wireless Apple CarPlay and Android Auto, a JBL sound system, and a 7-inch digital driver’s display that does its job, but barely. It shows the essentials, sure, but for a car in this bracket, it feels like an afterthought. I’ve seen scooters with more engaging graphics. Still, MG throws in enough goodies to distract you, heated and ventilated front seats, a wireless charger, digital IRVM, PM2.5 air filter, dual sunroofs (yes, one for the front row too), manual sunshades, and optional rear-seat entertainment screens for when you’d rather stream Netflix than look out at traffic.

Safety kit is no afterthought either. The M9 gets Level 2 ADAS, seven airbags, a 360-degree camera, electronic parking brake, TPMS, ISOFIX mounts, and all-round disc brakes. Emergency braking assist, ESC, and traction control come standard. While the India NCAP rating is pending, the M9 has already scored five stars under Euro and ANCAP regimes, reassuring, especially in something this large.

And now for the bit that could be the clincher: value. The promise here is Vellfire-like comfort for a fraction of the cost. Priced at an introductory price of ` 69.9 lakh, MG aims to retail the M9 through its new ‘MG Select’ showrooms, upmarket spaces designed to sell you more than a car. An experience, a lifestyle, a slice of luxury pie, without the 100-year-old logo baked in.

Because in a world where luxury is no longer just about heritage or horsepower, the MG M9 makes a compelling case. It’s not trying to impress you with its legacy, but rather with its logic. And that logic is simple: if you want to live the luxe life without chasing a logo, the M9 offers it all, back-seat bliss, presence, refinement, and just enough quirks to keep things interesting. It doesn’t scream for attention; it earns it quietly. Which, let’s be honest, is the boldest flex of all.