Mahindra introduces new Genio pick-up truck in South Africa

Thursday 02 May 2013, 11:54 AM by

Mahindra & Mahindra Limited, the country’s leading utility vehicle manufacturer, has introduced a new variant of its Genio one-tonne pick-up in the South African auto market. The launch of new Genio model has made South Africa the first country after India to get the popular pick-up truck. As per reports, Mahindra’s pick-up truck range has become quite a rage in the African nation.

Mahindra introduces new Genio pick-up truck in South Africa | CarTrade.com
Mahindra introduces new Genio pick-up truck in South Africa

Expressing his views on the launch of Genio one-tonne pick-up, Ashok Thakur, Chief Executive Officer (CEO) at Mahindra South Africa, was quoted as saying, “This new addition is in response to customer requests and in line with Mahindra’s policy of listening to feedback and adapting our product range to meet these needs, when volumes make it viable. In the case of the Genio with drop sides and a flat load bed we see this is well suited to small business operators in need of a versatile, reliable and tough 1.2 tonne light commercial vehicle to facilitate their daily working operations and delivery needs.”

Mahindra & Mahindra had modified its domestic products for the South African auto market in the past. The company’s top models, such as Bolero, Scorpio, Thar and Xylo have been adapted for sale in the African nation. However, Mahindra has claimed that its new Genio pick-truck has been developed in-line with the company’s new approach to its Research & development (R&D) departments. Commenting on the same, the Mahindra South Africa’s CEO said, “The Genio is the result of extensive worldwide research in terms of what the pick-up buyer requires in the various markets where this type of vehicle is popular.”

The company has designed its Genio as an all-round pick-up truck that could be used both as a recreational vehicle and a versatile bakkie. Genio pick-up trucks are manufactured at the company’s world class manufacturing unit based in Chakan that commenced operations in 2009. Mahindra & Mahindra’s Chakan plant boasts of an annual output capacity of 300,000 units and has the potential to increase its annual yield by two folds in the future.

At present, Mahindra & Mahindra has a strong presence on the South African turf with over 50 dealerships. The company also has export operations in other African nations, such as Botswana, Swaziland, Zimbabwe, Zambia and Namibia. Since its arrival in October 2004, Mahindra South Africa has recorded sales of close to 18,000 vehicles in the country.