Mahindra Looking To Recapture Lost Ground

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Mahindra, India's largest utility vehicle manufacturer has seen a dent in sales over the past couple of years. The introduction of the Ford EcoSport and the Renault Duster have stolen away Mahindra's sales numbers.

Now, Mahindra is looking to recapture lost sales figures by lining up almost seven new utility vehicles in 2015.

The launches for next year are likely to be:

  • Micro SUV
  • New Thar
  • Facelifted XUV 500
  • Bolero replacement codenamed U301.

Mahindra is also looking to strengthen its position in the pick up category, with the facelifted Genio and Bolero versions and also with three mini trucks in the 1.2 tonne category.

The company plans to launch one new vehicle every 35 to 40 days. These new launches will increase Mahindra's volume by 80,000 to 90,000 units per year.

While competition was one cause that dented Mahindra's sales, the other major blow was the narrowing price difference between petrol and diesel.

The narrow price difference mande more customers opt for petrol engines, which Mahindra lack. Mahindra also announced production shutdowns to reduce stocks.

In the financial year of 2014, Mahindra's sales dropped 20 percent and it carried on in 2015, dropping nearly 15 percent.

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Story first published: Monday, December 22, 2014, 12:06 [IST]
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