How India’s Tractor Maker Became Favourite SUV Maker?

For the past couple of months, Mahindra has achieved a significant increase in sales figures. Last month, the company sold 51,062 units & stood in third position after going ahead of Tata Motors. In fact, it came very close to the second position holder – Hyundai Motors. But what exactly has helped Mahindra to grow with such a rapid pace? Let’s talk about Mahindra SUVs & their way to win Indians!
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Mahindra SUVs – Aggressive Pricing

To capture the market & the segments, Mahindra has approached aggressive pricing strategy. The story starts from 2021 when the XUV700 was launched. At the time of launch, the XUV700 was offered at a very low price. Now in 2024, Mahindra launched two SUVs – the XUV 3XO & the Thar Roxx, both priced very aggressively. But aggressive pricing alone has not helped Mahindra to grow. The brand offers some value for money proposition that has gone in its favour!

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Value For Money Products

Today, Mahindra has some of the hit products like XUV700, Thar, Scorpio-twins & the XUV 3XO. All the SUVs have received tremendous response from buyers. All these SUVs were introduced at attractive pricing. However, it is the overall package that helped to attract more buyers. All these are feature loaded SUVs which are available at competitive prices. So when compared to the rivals, a Mahindra product is offering more features at slightly lesser cost.

Mahindra SUVs – Mastery In Powertrain

Another reason to love Mahindra products is how well they have taken the engine game forward. Be it the various options or be it the refinement – Mahindra has nailed it all. The brand offers both the petrol & diesel engine options with all its products. And more importantly is the refinement. The brand has some powerful engines on the offer and they never feel lethargic. The NVH levels are well contained and the power supply is far superior.

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Offers What Buyers Want

Now the massive change came with the launch of XUV700. Mahindra was sure that features & powerful engines would help attract buyers. So even with such an expensive product, the XUV700 sold like a hot cake product. It is a feature loaded SUV & first Indian product to come with ADAS. Whereas the Scorpio-N or the Thar Roxx are two ladder on frame SUVs. In the jungle of monocoque SUVs, buyers still search for traditional products. Scorpio-N & Thar Roxx offer that along with two important factors – road presence & excellent driving position. Finally, it is the XUV 3XO which ticks most of the boxes. It is the widest SUV in the segment which takes care of the rear passengers. In fact it offers a similar space like the Creta – an SUV from segment above!

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So overall, Mahindra has learned the formula to attract buyers in India. It offers value for money products without compromising on other factors. That said, competition is aware about the strategy & will be interesting to see their next move to stay ahead of Mahindra!