Mahindra Cars in India
Mahindra was founded in 1945 as a steel trading company and ventured into automotive manufacturing in 1947. This step of entering the automotive business resulted in the introduction of the iconic Willys Jeep onto Indian roads. The company has been operating in India under the name Mahindra & Mahindra since 1948 and is the flagship company of Mahindra Group. Its headquarters are located at Mumbai in India. Mahindra has followed a unique business model of creating companies which can enjoy the best of entrepreneurial independence.
This led to the growth and convergence into a US $12.5 billion multinational group with more than 119,900 employees working in over 100 countries across the globe. Mahindra has been operating in 18 key industries. In the year 2010, Mahindra & Mahindra Limited was acquired 70 per cent of the bankruptcy-protected SsangYong Motor Company, thus gaining control of the same. It is also a shareholder in REVA Electric Car Company, the premier electric car manufacturer of India.
Mahindra & Mahindra commenced operations as a steel trading company in 1945 and later expanded into manufacturing general purpose utility vehicles (UVs). As it held expertise in the steel trading sector, its prime consideration was trade with UK suppliers. It started assembling jeep in India after acquiring the license for Willys Jeep. Thereafter, Mahindra was consolidated its position as a leading jeep manufacturer in the domestic market. Later, Mahindra decided to expand its business prospects and partake in manufacturing Light Commercial Vehicles (LCVs) and agricultural tractors. Mahindra Group, which is the parent group of Mahindra & Mahindra, is an Indian multinational conglomerate.
The Mahindra Group won the contract to manufacture Willys Jeep in India and production began in 1947. The company was also listed in the Bombay Stock Exchange; by 1969, the group entered the global market as an exporter of utility vehicles and spare parts. The company went on to make many changes and Mahindra created a tractor division in 1982 and a technology division in 1986, called Tech Mahindra.
By 1994, the company diversified further and was divided in to six strategic business units, viz. automotive, farm equipment, trade and financial services, infrastructure and Information Technology. Following these, Mahindra & Mahindra launched a wholly indigenous designed vehicle in 2002, called Mahindra Scorpio. Since then, Mahindra's reputation and valuation have risen noticeably. Mahindra Group also launched a new corporate brand named as Mahindra Rise in January 2001.
The company was founded by Jagdish Chandra Mahindra, Kailash Chandra Mahindra and Ghulam Mohammed. These three started working together and incepted Mahindra & Mohammed in the year 1945. Following the partition of India in 1947, Ghulam Mohammed migrated to Pakistan and consequently, Kailash Chandra Mahindra changed the company's name to Mahindra & Mahindra.
Mahindra & Mahindra started functioning in India as an automotive company since 1947 and has become India's premium utility vehicle presently. It has been acknowledged as one of the top rated utility vehicle manufacturers in India and has produced popular vehicles like Scorpio and Bolero.
Mahindra is also involved in manufacturing a large number of commercial vehicles that are reliable, environment-friendly and fuel efficient. Alfa, Gio, Mahindra Navistar Trucks, Bolero Maxi Truck, Genio, Loadking, Maxximo and Tourister Buses are some of the popular vehicles launched by this automaker.
M&M is renowned throughout the glove and its vehicles can be seen on the roads of various foreign lands. It has reached unprecedented heights in foreign markets and has established a noticeable position in Australian, European, Latin American, South African and Malaysian markets.
Mahindra & Mahindra vehicles are manufactured in Pune, Maharashtra and established Mahindra Vehicle Manufacturers in 2007. The company has designed and built a manufacturing facility in Chakan, Pune in order to make optimal use of the best technology for developing its vehicles. With current capacity of 3.2 million units per year, Mahindra & Mahindra manufactures the entire heavy commercial vehicle range at this facility. The company will also manufacture its new global SUV and Pik-Up range of vehicles at this production unit. Mahindra & Mahindra uses eco-friendly methods in their manufacturing unit, thus contributing towards sustainable development.
Current Car Models
Mahindra came up with its utility vehicle, Bolero, which was considered a tough competitor for existing utility vehicles in India. As it was perceived that the Bolero would be a tough car, there were questions regarding comfort level of the vehicle. Thus, the company laid complete emphasis on that aspect and came up with a vehicle that appealed to the masses in terms of ruggedness as well as comfort.
Apart from its powerful on-road performance, Mahindra has also taken care of the safety standards for this car. The Bolero is fitted with a strong wheelbase to provide greater stability and grip. The vehicle is equipped with a central locking system; moreover, the front and rear sides are sturdy enough to withstand heavy collisions.
The manufacturer assimilated the Bolero with two types of engines. First is the fuel efficient and mettlesome Direct Injection engine that produces maximum power of 63 hp. The second one is the upgraded and more powerful Common Rail Diesel Engine (CRDe) engine that generates 97 hp of peak power. Mahindra has plans to launch vehicles that have Micro Hybrid technology, which is a highly effective fuel saving technique.
Currently, Mahindra Bolero is available in 5 variants in the domestic market, viz. ZLX, SLX (2WD BS II and BS III compliant), SLE (BS II and BS III compliant), DI, Plus (BS II compliant). Apart from these, a Bolero PikUp has also been launched in the international market. The DL (BS II compliant), DLZ (BS II compliant) and VLX (2WD BS III compliant) models of this car have been discontinued.
REVA Electric cars
Mahindra & Mahindra acquired controlling stake in Reva Electric Car Company in 2010 and renamed it Mahindra Reva Electric Vehicles Private Limited. The company had already gained international fame forcoming up with its first electric concept car for the Indian market, REVA. The flagship variant EV REVAi has earned the prestigious title of being the highest selling electric car in the international market. The vehicle operates with lead-acid batteries and can travel up to 80 km per charge. The top speed of this car has been measured around 80 kmph.
Mahindra has plans to launch the next generation of battery vehicles – the REVA NXR. The NXR is expected to be a hatchback vehicle and supposed to be spacious enough to seat four adults comfortably. The next generation REVA will be available in two models, one powered by Li-ion batteries and the other by lead-acid batteries, though both would retain the looks of the previous model. The top speed of this vehicle is measured around 104 kmph and the car can run 160 km per charge. It is expected to be launched in the Indian market by 2012.
Mahindra is also looking forward to launch the REVA-NXG after the NXR model, in the year 2013. The NXG model is going to be an advanced version of the NXR and is going to be ahead than the NXR in terms of battery efficiency. This new car will boast of sporty exteriors and is expected to run 200 km per charge, with top speed of close to 130 kmph. The introduction of this green technology in the cars has been an innovative approach by Mahindra.
In order to increase customer base in the Indian market, Mahindra introduced a new SUV – Scorpio. This car was the first SUV by Mahindra built for the global market. It is equipped with a top-mounted intercooler mHawk 4 stroke turbocharged diesel engine. With this kind of engine, the Scorpio produces maximum displacement of 2179 cc and maximum power of 120 bhp. Both gear transmission systems (5 speed manual and 6 speed automatic) of Mahindra Scorpio are extremely responsive.
In terms of performance, the Mahindra Scorpio renders a power-packed performance and gives exudes confidence and control throughout the drive. The company gave special emphasis on the looks of the car and used material and designs that gave it a ‘muscular’ appearance. Moreover, the grille and bulging fenders enhanced the dominating presence of the Scorpio. This car is available in four models – LX, SLE, VLX, and GETAWAY. Apart from these, buyers can also opt for discontinued models like VLX AT and DX.
Mahindra built its first utility vehicle in 1947, when the company was involved in assembling Completely Knocked Down (CKD) jeeps. Owing to the rugged and uncertain conditions of Indian roads, Mahindra decided to launch a new utility vehicle which can cope up on the unfavourable surfaces. Therefore, the company launched the Thar CRDe in the year 2010, catering to the tastes of those who outdoor adventure enthusiasts.
The engine specifications of the Mahindra Thar are quite impressive. The 4X4 version is powered by an NEF CRDe Turbocharged Intercooled 2.5 L diesel engine, which is capable of producing maximum power of 105 bhp at 3800 rpm. This engine renders peak torque of 247 Nm at 1800-2000 rpm and maximum displacement of 2498 cc. Its 4X2 version is assimilated with a 2.5 L MDI 3200 TC diesel engine that delivers 2498 cc displacement. This engine generates 182.5 Nm power at 1500-1800 rpm and 63 bhp torque at 3200 rpm.
2011 saw the launch of the new Verito, another sedan by Mahindra Group for the booming Indian auto market. The new Verito is available in petrol as well as diesel variants. The petrol variant uses a 4 cylinder, 8 valve 1.4 L petrol engine. This variant produces displacement of 1390 cc, maximum power of 75 bhp at 5500 rpm and peak torque of 110 Nm at 3000 rpm. MacPherson-type front suspension with wishbone link has been used by the manufacturer in the car. Along with that, the rear suspension boasts of H-section Torsion beam with programmed deflection coil-spring.
On the other hand, the diesel variant of the Mahindra Verito is powered with a 1.5 L engine which produces maximum displacement of 1461 cc and generates peak power of 65 bhp. The torque generation capacity of the new Mahindra Verito is 160 Nm at 2000 rpm. In addition to this, the car offers AARI certified diesel mileage of 21 kmpl, thus establishing itself as one of the most fuel efficient cars in its segment. The petrol version is available in two variants (G2 and G4), while its diesel counterpart can be acquired in three models (D2, D4 and D6).
The companyintroduced another Multi Utility Vehicle (MUV) in the year 2008, called Xylo. Mahindra Xylo was manufactured with the sole motive of providing a rugged vehicle that comes with spacious interiors. The Mahindra Xylo comes with all the comfort features that suit the requirements of groups, with ample space and seating capacity.
The Mahindra Xylo has achieved tremendous success since its launch in the Indian market. It is powered with a mEagle CRDe diesel engine which is capable of producing displacement of 2498 cc. The car generates maximum power of 112 bhp at 3800 rpm and peak torque of 260 Nm. Owing to the success of the this model, the company is also focussing on the production of the mini version of Xylo, which would be named Mahindra Xylo Mini.
The interiors of Xylo have been kept very comfortable, welcoming and spacious, with the seats offering advanced lumbar support. Moreover, its front seats can be adjusted to form a horizontal bed, thus providing optimum rest to the occupants after a long drive. Mahindra has also worked upon creating an engine immobiliser that wards off thieves, as well as ultrasonic sensors which assist in reverse parking.
Mahindra & Mahindra has also taken care of the safety features of the Xylo, and provided it with Anti-lock Braking System (ABS), airbags and special crumple zones to protect passenger areas. Its steel body can withstand crashes to a considerable extent, while electronic sensors remind about fastening seatbelts and locking doors, thus provided added security to the passengers.
Inspired by a pouncing Cheetah in terms of designing, the world class Mahindra XUV 500 is considered as one of the biggest launches of this year in the Indian automobile market. It is a car made for the youth and would undoubtedly make inroads into foreign markets like previously launched Bolero and Scorpio. 2011 Mahindra XUV500 redefines luxury and continues the legacy of the manufacturer with its proven technical prowess. Mahindra’s first ever launch for the international market on an SUV platform has come after considerable market research to meet global expectations. The testing and validation of the car has been completed in countries like South Africa, Australia and parts of Europe.
The new Mahindra XUV500 comes loaded with luxury features that have been included for the very first time in any indigenously made SUV. The car comes at a time when Renault Koleos and Hyundai Santa Fe are already gaining foothold in the market. This launch not only will increase the worries of Hyundai and Renault but will also make dent into the sales of other high-end luxury SUVs in India. The company is already a leader in the field of SUVs capturing more than 60% market share, with products like Xylo, Scorpio and Bolero in India.
After the collaboration with Renault, the company launched Mahindra Logan 1.4 GL, which was a premium four door sedan. As the collaboration with Renault ended, this car was discontinued by the company. The technical specifications of this car were quite decent, with displacement of 1390 cc and maximum power of 75 bhp. In addition to this, the interiors and styling had been given an international touch, thus providing Indian buyers with the first taste of luxury within a budget of Rs. 6 Lacs. The Logan was heavily appreciated in the Indian market, and the company built its Verito on the same platform as that of the Logan.
As it was established more than 60 years ago, Mahindra has discontinued quite a few models on its way to success. Apart from Mahindra Logan, it also put a halt to the production of Major, Maxx, Naya Commander and Savitri. Some other models that it stopped manufacturing over the years are MM540DP, MM550DP, Armada, Marshal, Legend and Invader.
After the success of Mahindra Xylo Mini, Mahindra has made concrete plans to come up with the mini version of the Xylo, which is expected to hit the roads by the end of 2011. The Xylo Mini is expected to be powered by a 1.5 L diesel engine, thus providing tough competition in the hatchback segment. Mahindra is likely to use three-cylinder engine and a five-speed manual transmission mechanism in this car. The suspension of this car should also be decent, as it is expected to be available with an independent coil spring and multi-link coil spring system.
After buying a controlling stake in SsangYong Motors, the company has acquired reputed models like Actyon, Actyon Sports, Chairman W, Korando, Kyron, Rexton II and Rodius. Among these models, Rexton II would be the first to be launched in India, though it may 2-3 years for the same. As a luxury SUV, it would be placed in the price bracket of Rs. 15-18 Lacs and compete against cars like Tata Aria and Honda CR-V.
Sales and Service Network
Mahindra has developed its brand value in the whole of India and is now counted amongst the top rated brands. Owing to this, the company has established its dealership in almost all parts of the country. From metropolitan cities like Delhi and Mumbai to remote areas like Pondicherry, Mahindra has made its presence felt across the length and breadth of the nation, with more than 500 dealerships operating in India.
The company also provides a complete range of automotive repair and service solutions. For the convenience of the customers, the company provides pick up and drop off facilities to buyers. Moreover, Mahindra has forged an alliance with leading insurance companies, which helps in providing cashless car service to customers. After gaining control of SsangYong Motors, the company has acquired a vast dealership network spread across 98 countries, which should help in its future growth.
Mahindra has won over a million hearts in India by offering vehicles that suit the demands of the customers. The company has sold over 39633 automobile units across the globe, which marks the highest growth in sales figures for the month of July. Verito has shown a record growth, with 1630 units sold in July 2011 as compared to 752 units in the same month during the previous year. Moreover, the domestic sales growth has been measured at 42 per cent, with sale of 37323 units in July 2011 compared to 26303 units in July 2010.
The 3-wheeler range of Mahindra company's domestic sales stood at 19453 units YTD July F12, which was an increase of 10.6 per cent from 17586 units in YTD July F11. On the other hand, the sales figures of 4-wheeler passenger and load ranges were estimated at 44528 units YTD July F12, another increase of 48.19 per cent from 30047 units as compared to YTD July F11. Its Mahindra Logan also performed quite well in the Indian car market in spite of discontinuation.
Mahindra performed extremely well in the passenger vehicle segment, with an overall growth of 18 per cent and sale of 65526 units in YTD July F12. On this, Rajesh Jejurikar, Chief Executive, Automotive Division, Mahindra & Mahindra Ltd. said, “We are delighted with the 41% growth in our Automotive Business in July and the record for highest ever sales. All our brands have been doing very well and Verito continues its very strong demand momentum.”
Used Car Market
Owing to the Mahindra's reputation in India, the company has been able to maintain its stronghold in the used car market. It maintains a prominent position in the used car segment among other top Indian brands. Moreover, Mahindra & Mahindra launched its used car programme in the country called Mahindra First Choice to promote its used cars in the domestic market. Under this, the company aims to assist customers in buying, selling and exchanging second hand cars in the country.
The car models listed in this can range vary from luxury to compact cars that are currently running on Indian roads. Not just Mahindra cars, this programme aims to sell vehicles of different brands that are operating in the country. In this regard, the automotive giant has located many dealers in the country to promote their used car programme.
Mahindra & Mahindraplans to target Western Europe, Latin America, Africa, Australia and South East Asia with new SUVs, which will be introduced by the end of December 2011. It plans to sell XUV 500 in India and South Africa concurrently before its worldwide release, according to Pawan Goenka, President for Automotive and Farm Equipment business. The company is looking forward to manufacture this SUV in its factory at Chakan in Western India. In order to sell the vehicles, Mahindra will utilise the sales network of its subsidiary, South Korea's Ssangyong Motors.
Mumbai-based Mahindra, which already sells SUVs like Scorpio and Bolero in several overseas markets, has announced plans to release its compact diesel pickup based on the Scorpio platform. "This is designed as a global SUV and has been designed to meet both the emission and safety requirements of several markets where we have a presence today, and others that we are eyeing" Mr. Goenka said.
Regarding the upcoming cars in India, Mahindra & Mahindra is looking forward to launch the mini version of the Mahindra Xylo by the end of 2011.
Mahindra Facts / Trivia
The Mahindra Group consists of Mahindra & Mahindra Ltd., Mahindra Gujarat which is a tractor company, Mahindra Tractors and Tech Mahindra. In early 2008, Mahindra began its overseas CKD operations in partnership with Bavarian Auto Group by releasing the Mahindra Scorpio in Egypt. This event was soon followed by setting up assembly facilities in Brazil. Vehicles like Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs are assembled at the plant in Bramont, Manaus.
Apart from manufacturing cars, Mahindra & Mahindra is also involved in developing tractors. Mahindra has been termed as the largest manufacturers in India and has been able to sustain market leadership for over 25 years. It designs, develops, manufactures, and markets tractors as well as farm equipment. Mahindra & Mahindra Ltd. also manufactures tractors for the growing Chinese market and is engaged in exporting tractors to the USA and other nations.
The company has a 100% subsidiary called Mahindra USA, which is involved in assembling products specifically for the American market. Owing to the commendable work done in the field of manufacturing vehicles, Mahindra & Mahindra has achieved numerous awards such as the Bombay Chamber Good Corporate Citizen Award for 2006-07 and Business world FICCI-SEDF Corporate Social Responsibility Award-2007. Besides this, the company has also achieved the Deming prize and Japan Quality Medal in 2007.
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