Mahindra: The Global Automaker
A view of Mahindra from a global perspective
India’s definitive dominance in the automotive industry is becoming evident by the day as more and more global Auto makers are prepping to step foot and hold root here. Companies are putting efforts to tailor products to align with the average Indian’s likes and dislikes.
A lot of global giants have made use of the market fertility and have tasted success but only a handful of Indian born indigenous companies even exist to compete with these makers in the home ground.
A local maker always has the edge in understanding the mind set of the people as it too is a part of that system. This edge has worked out for almost all Indian automakers off late. But the one company that has rooted itself strongly in India while spreading branches all over the world, making it’s heat felt by competitors across boundaries would be Mahindra and Mahindra.
Here are a few points that show Mahindra’s plan for the home land and the world
The numbers in India
The sales report for February 2018( by AutoCar) places the Bolero in the 10th position among Top 10 models sold.
The Bolero has sold a whopping 8001 units in the past six months. The ageless workhorse of Mahindra has made a comeback to the table after 23 months, thanks to specific attention given by the company to Tier 2,3,4 cities and rural market. For an SUV, especially one that has a tried and tested age old design language and suspensions more on the handling side putting comfort behind, the number is a miracle. This could be viewed as a testament for Mahindra’s strong foothold in the country and consumer’s blind belief in the vehicle, a luxury few other companies enjoy.
The Delhi Auto Expo:
It would not be completely true to state that Mahindra garnered all positive attention at the Delhi Auto Expo with the Mahindra Stinger stimulating mixed feelings. But, it was not a bad one for the company at all. With a wide spread of green Electric vehicles suitable for congested traffic conditions of most cities as a feather in the cap of Passenger EV line up like the e-Verito, e-KUV100 and the e2o NXT Mahindra displayed it’s capability as a global EV maker. A steeper dive on the R&D side to increase range and reduce cost is all the company needs to put itself on the global EV bandwagon.
Acquisitions
OEMs of the Eastern hemisphere buying out stalwart brands of the west has become the order of the day with Geely’s purchase of Volvo and Tata’s purchase of JLR. Mahindra too is up and about with the acquiring spree but does so with strategy and clear vision.
For example, Mahindra bought Pininfarina, the legendary automotive styling and design firm know for designing many of the old legends out there like the Ferrari 250 GT and Alfa Romeo Spyder in 2015 cashing out 28 million USD for a 76% stake.
This acquisition and the associated asset gain is being put to very unique use by Mahindra. Mahindra has plans to spin off an EV start up under the Pininfarina banner that’ll make high performance EVs — we are talking 1.9 secs for 0–100kmph.
Yes, that is a Rimac C2 for you with styling contributions from Pininfarina itself and technical expertise from Rimac.
The EV code named PF zero will rival the Bugatti Chiron and the Tesla Roadster. As an addition the startup will also focus on making electric SUVs slabbing along with the Lamborghini Urus, Maserati Levante and the Alfa Romeo Stelvio. Mahindra’s thorough understanding of it’s limitations as an Indian brand and perfect utilization of it’s capital to compete with global legends has lead to some of it’s elegant acquisitions.
Mahindra acquiring Ssangyong and branding it’s flagship vehicle Rexton under it’s own name for a launch in India against the Fortuner, Endeavor and the MU 7 is one other acquisition done right.
Living the American Dream
Jeep is the most sought after Off-Roader in the NAFTA region and over the years it has shaped the customer’s taste and requirement by building a formidable fortress of customer base and market share.
To even try to penetrate that market with a vehicle similar in design is a daring feat to say the least and Mahindra went ahead and did just that.
Mahindra launched the ‘Mahindra Roxor’ a 2 seater 4X4 off roader for the US market. Though not road legal and meant for farms and recreational purposes only, The Roxor does turn a few heads with it’s pricing — 15000 USD. Mahindra or MANA in the US will tease it out with the Roxor and based on it’s success will surely go head on with the likes of the JEEP. It is interesting to note that Mahindra started it all out by assembling the Willis Jeep or the Jeep CJ5 of the 60’s.
Over time, the probability of Mahindra becoming a globally competitive brand with products on each slab and each segment with India at it’s core will grow and if nothing goes wrong, might even become a reality.
