Five segments Mahindra needs to attack soon
Mahindra is riding on the waves of its trending SUVs. They have focused only on launching new SUVs in India. Looking at the competition, Mahindra needs to focus on other segments to have a strong grip in the market. In this article, we will discuss five such segments where Mahindra needs to have an aggressive approach.
MPV Segment
Mahindra already has a very good product in the form of Marazzo. This is one of the most underrated cars from Mahindra. The MPV segment is currently ruled by Maruti Ertiga and the XL6. The biggest problem that goes against the Marazzo is its pricing when compared to the Ertiga or even with the XL6. Mahindra should plan for a facelift of Marazzo and launch it with features like an AMT gearbox and some other modern ones like wireless charger and ventilated seats to justify the high pricing.
Mahindra can also borrow some features from the XUV700 in order to boost its overall value for money quotient. Auto Booster headlamps, Personalised Safety Alerts, a 360-degree camera and a premium sound system could surely be some of the additions. Although we do not expect ADAS with this MPV, however, bring it with ADAS would make it a segment-first element and will help Marazzo in gaining more sales.
Off-Road Segment
Looking at the current trend and popularity of the Thar, Mahindra should consider offering an affordable variant of the Thar as well. This will have a more affordable smaller 1.5-litre diesel engine. This Thar will be offered with a soft top and manual gearbox and is expected to come without rear seats and modern features like a music system. This will be made for off-road enthusiasts that are more concerned with its off-road capabilities and do not really care about the other bells & whistles.
Electric Vehicle Segment
Tata Motors has been very aggressive when it comes to the EV segment. Mahindra does have the E-Verito as an EV but that is more popular in the commercial segment. The brand does need to bring in an SUV that will be a stepping stone for Mahindra in the EV segment. Mahindra is said to be working on bringing in the electric variant of the XUV300 (calling it the XUV400). The eKUV100 has also been spotted testing a couple of times. Mahindra should launch a new EV in the country very soon.
Pick-up Segment
Mahindra is known for its rugged SUVs. They are also popular in rural markets for making SUVs like Bolero, Bolero camper, and pick-up. The pick-up truck segment is expected to be the next trending segment as Toyota has launched its Hilux in India. Mahindra should also get the Scorpio Karoo that is launched in South Africa to India. Mahindra could also add some features to the current bolero pick-up lineup and make their grip stronger in this segment.
CNG Powered Vehicles
Maruti is currently dominating the CNG-powered vehicles segment. Hyundai also has its Santro, Aura, and i10 Nios available with factory-fitted CNG kits. Even Tata Motors has now stepped in the CNG-powered vehicle territory by launching Tiago and Tigor with factory-fitted CNG kits.
Mahindra SUVs have always been famous for their load-carrying capacity and ruggedness. Mahindra could enter into this segment but they have very limited options. As CNG works with petrol, this can be done with XUV300 and KUV100 to start with. XUV300’s rivals like the Tata Nexon and Maruti Vitara Brezza are soon expected to offer CNG variants. Mahindra should also start planning something on these lines.
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