Mahindra & Mahindra Limited (M&M), the erstwhile Mahindra & Mohammed, was a company launched in 1945. Their association with the automobile industry commenced when they started assembling and building the Willy’s Jeep, which was put in use during World War II. It is perhaps this experience, which prompted Mahindra to come out with rough and tough vehicles, which would overcome any terrain. Mahindra Cars, while being an affordable lot, are also known for their strength, reliability and elegance not only in the Indian auto industry but also all over the world.
Currently, there are nine Mahindra cars available in India, which belong to various segments like the Sports Utility Vehicle (SUV), Multi Utility Vehicle (MUV), compact SUV and sedan segments.
Mahindra is a specialist in utility vehicles. It has the maximum number of vehicles in this segment. Its leading models in the utility segment include the likes of Mahindra Bolero, Mahindra Quanto, Mahindra Scorpio, Mahindra Thar and Mahindra XUV500. All these cars are best sellers and toppers in their sub category. They are powerful machines with looks to kill. They can navigate any type of terrain with utmost ease. These cars are big and burly and they are quite spacious on the inside as well. The Mahindra brand of SUVs was instrumental in popularizing the SUVs in India. Until they came of scene, the SUVs were perceived as commercial vehicles and not family cars.
Mahindra has very limited offering in other segments. Verito is the sole Mahindra car in the sedan segment. Although this car is a good bet, stiff competition from the likes of Honda Amaze, Maruti Suzuki Swift Dzire, Ford Fiesta, Hyundai Xcent and Tata Zest have rendered this car rather low performer.
However, Mahindra has taken up electric vehicles under its with great earnest. It has invested a huge amount of money in this segment. As a part of expanding its Horizon, Mahindra has acquired stakes in the electric car company Reva. Consequently, Mahindra exports a large number of electrical cars to countries like Sri Lanka, UK and Norway among others.
Apart from these, Mahindra is working towards making the first hybrid technology, which can be installed in the vehicles with manual transmission to make them more fuel-efficient. If things work out the way Mahindra plans, then the fuel efficiency can be increased by around 18% using this technology.
In short, Mahindra cars are all that a car should be – it should be powerful, attractive, affordable and reliable, while being fuel-efficient too. All these qualities endear the Mahindra cars to the buyers. However, it needs to expand its presence to hitherto untested segments like hatchback, so that it can take on the likes of Maruti and Hyundai more effectively.