Mahindra KUV100 will target first time buyers

Mahindra is all gung-ho about its upcoming super-compact SUV – KUV100, which was unveiled a few days back. The car is slated to be launched on 15th January 2016 and the deliveries will begin by the end of January.

With the KUV100, Mahindra will not only be looking at their existing customer base, but also will be targeting new customers as well as first time car buyers. The KUV100 is an important launch for Mahindra as it enters a completely new segment, however the importance of this vehicle is even more evident in view of the latest ban on high capacity diesel vehicles in Delhi, which will hurt Mahindra hard. In fact, KUV100 will be the only diesel SUV by Mahindra (currently) which will be allowed to be sold in Delhi / NCR, post the ban. Delhi/NCR being the largest car market in India, by far, is a favourite of most car manufacturers who put in extra efforts to market their products in this high volume region.

The KUV100 also marks the entry of Mahindra into an all new engine family, christened ‘mFalcon’. This is a 1.2-litre, three-cylinder (mFalcon G80) unit which is Mahindra’s first petrol engine and is derived from SsangYong Tivoli’s 1.6-litre engine. The other is a 1.2-litre, three-cylinder diesel (mFalcon D75) engine, which is expected to garner major sales for this vehicle.

Mahindra will mainly target the youth, creating an aspirational value for the KUV100, thereby attracting them to the Mahindra brand. This will be a big challenge for Mahindra as it will enter a segment currently ruled by Maruti and Hyundai.