Mahindra Cars

Summary

Mahindra & Mahindra is an Indian MNC that begin its journey with the automative world and then even ventured into multiple other businesses. Today, Mahindra & Mahindra enjoys a name for itself in the Utility Vehicles segment and is one of the largest tractor manufacturer in the world. Mahindra has production set-ups in Korea, China, US and even UK. The company stood at 10th position in India as per a Brand Trust Report in India. The company now owns Kinetic Motors Company, Reva Electric Car Company, Ssangyong Motor Company and even Peugeot Scooters. The Indian utility vehicle manufacturer is now making vehicles of different sizes and trying to fulfil the needs of multiple car buyers. It has increased its exports and even focusing on become an electric vehicle maker for the European market as well.

Executive Management

Anand Mahindra is the Chairman and Managing Director of Mahindra & Mahindra. Dr Pawan Goenka is the Executive Director of Mahindra & Mahindra’s Auto and Farm Sector. Then there is Mr Yoo-il Lee, who is the CEO and President of Ssangyong Motor Company.

Indian Operations

Mahindra & Mahindra had started with one plant in Maharashtra and now the company has three of them in Maharashtra and one is in Bengaluru, Karnataka. In Maharashtra, one is in Mumbai, one in Nashik and third in Chakan. The company is at the moment manufacturing UVs, light and heavy commercial vehicles, electric vehicles and even hybrids. Mahindra has even entered the defence sector and we could see a lot more defence vehicles also being made by the Indian manufacturer. 

Products and Services

Mahindra as a brand has got into passenger vehicles, two wheelers, commercial vehicle and now even Motorsports. The passenger vehicle segment has in excess of 300 dealerships with about 620 touchpoint across the country. The company has franchisees located in more than 250 Indian cities. There are about 1300 up-country showrooms of these 900 are in rural and semi-urban areas.  The company even is a part of the used car market, with the Mahindra First Choice. This makes the home-grown automaker a highly diversified brand. Mahindra has even entered the FIM MotoGP World Motorcycle Racing Championship and FIA Formula E Championship as well. The company even owns Ssangyong and Peugeot Scooters as well.

Environmental Initiatives - Electric, Hybrid, CNG cars

Mahindra & Mahindra has bought a major stake in Reva Electric Car Company. This is India’s first electric vehicle manufacturer and Mahindra has amplified the company’s technology by using it across a lot of its products. Mahindra will be coming up with the XUV500 Hybrid, a fully electric version of the Verito and the Maxximo. The Mahindra brand is looking at getting more fully electric vehicles and at the same time even adding more fuel saving technology to its existing and upcoming products. This will help to reduce the carbon footprint and even improve the fuel efficiency of its new products.

Founder & First Car

Mahindra & Mahindra began its automotive journey in 1948 when it signed up a JV with Wills Jeep. The company was called Mahindra & Mahindra, because of its two founders J.C. Mahindra and K.C. Mahindra. The company later got into designing and manufacturing LCVs and even tractors. This company in 1991 made a comeback in the utility vehicle segment with several of its new products. Soon, the company started making more modern vehicles first the Armada, then the Bolero and then the Scorpio. 

USP

The biggest USP of Mahindra & Mahindra is its ability to understand the needs of a car buyer. Mahindra’s Bolero has captured the rural market with its reliability, styling, power, fuel efficiency and even ride quality. This makes Mahindra & Mahindra a strong product. The Scorpio is again a favourite amongst many, who like to own an SUV in the city. This faith is carried forward into other Mahindra vehicles as well, be it the XUV500, TUV300 and now even the KUV100.The strong hold in the rural market is one of the key strengths of Mahindra and making vehicles that won’t cannibalise their existing product market share is makes Mahindra a strong brand.

Resale

As an Indian auto brand, Mahindra enjoys a lot resale value. This brand has been known for its reliable, powerful and stylish products. The Scorpio and the Bolero are the company’s best selling brands and this is what makes it a highly successful product in its league. The Mahindra First Choice Wheels is an initiative by the company to help buyers sell their vehicles through the web and even in person. This is to sell any car brand that is sold in India.

Competition

Mahindra & Mahindra at the moment competes with Tata Motors and with the launch of the KUV100 and the TUV300, it competes with Ford, Maruti Suzuki, Hyundai and even Honda to an extent. The Indian utility vehicle manufacturer has been growing strong from time to time and now it is looking at adding more UVs in its current line-up.