As it starts feeling the heat from competitors like Maruti-Suzuki and Ford, Mahindra plans to launch a family of new products including softroaders, Compact SUVs and MPVs. The new products will also be aimed at providing Mahindra a decent foothold in the Compact Utility Vehicle segment.
As the traditional hatchback and mid-size sedan space witness decline, newer categories like softroaders and Compact UVs rise into prominence. Fuelled by growing aspirations and higher disposable incomes, Compact SUVs are now rooling the roost in the urban landscape. Vehicles like the Ford EcoSport and the Maruti-Suzuki Ertiga are a couple of examples of that trend.
However, this trend of prefernce towards Compact SUVs hasn’t helped the case of India’s largest UV maker, Mahindra. Infact, it has been regressive for Mahindra and it now finds itself facing flak from all sides. M&M’s traditional strength lies in rugged and strong UVs like the Bolero and the Scorpio. This expertise hasn’t been translated into success in the Compact UV segment. M&M has been badly hit, with sales declining by 18% to 1.77 lakh units, and market share falling from 47% in April to January period of FY13 to 41% in the same period of FY14.
Henceforth, as Mahindra plans to break the shackles, it plans on launching a flurry of new vehicles including softroaders and MPVs. All the products will be based on an all-new design language. Here is a short list of what to expect from Mahindra according to Economic Times…
Upcoming Mahindra’s SUVs, Compact SUVs & MPV:
- Mahindra will develop an MPV based on the Ssangyong X100 platform to take on the Ertiga.
- Also, there are talks about a newer Xylo and an MPV based on the W201 platform.
- Two new Compact SUVs ( Codenamed S101 and S102 ) between 4.5 lakhs and 8.5 lakhs, based on all-new platforms
- An all-new rugged SUV codenamed U301
The tentative launch dates for all these vehicles hover around 2015-16. Mahindra is reported to have undertaken stringent measures to ensure world-class quality in the designing of these new vehicles. An initiative named “Crusade” has been started internally which focuses on ensuring quality of products. It aims at getting products right, first time and every time thereafter and also looks towards providing a delightful customer experience.