INDIAN SUV ‘SCORPIO’ TAKES ON

GLOBAL PLAYERS IN US MARKET

Presented to – Dr. Gautam Dutta

Introduction
• Largest Automobile Manufacturer
by production in India
• Birth began when K.C Mahindra
visited USA as chairman of Indian
supply mission
• Initially setup manufacture of
general purpose utility vehicle
• First known for assembly of iconic
Jeep in India.
• Later manufactured Light
commercial vehicle (LCVs) and
agricultural tractors
 INDUSTRY OUTLOOK

Founded Headquarter Industry Revenue Employees

1945 Mumbai, India Automotive US $ 7 15147
Billion

Mahindra and Mahindra

M&M IN INDIA
Mahindra & Mahindra was founded as a steel
trading company on October 2, 1945 in Ludhiana
as Mahindra & Muhammed by brothers Kailash
Chandra Mahindra and Jagdish Chandra
Mahindra along with Malik Ghulam Muhammad

During on partition of India, one of the partners -

Ghulam Mohammad - returned to Pakistan. As a
result, the company was renamed to Mahindra &
Mahindra in 1948.

It started its operation as a manufacturer of

general-purpose utility vehicles later expanding to
manufacture light commercial vehicles (LCVs)
and agricultural tractors as well as army vehicles.
Value for Money

Well respected manufacturers

Technologically advanced

Suitable for city driving

Makes VALUE FOR MONEY

vehicles

Proud to own
M&M ENTERY INTO INDIAN PASSENGER CAR
SEGMENT
In the year 2000 they launched Bolero GLX (a
utility vehicle) in response to the needs of urban
consumer.

They also launched Scorpio, a new generation,

world-class sports utility vehicle which has
redefined the expectations for the design of SUVs
with its sturdy looks and powerful performance.

In April 2007 it began the manufacture of Logan

under the Mahindra Renault collaboration.
After the considerable success of Logan, M&M
started launching a wide range of LCVs and three
wheelers as well as SUVs. In the present time,
Bolero has gained immense popularity in India. It is
one of the most opted vehicles in its class
MAJOR PLAYERS IN
INDIAN MARKET Maruti Suzuki India Limited (MSIL)
• Market share = 51%
• Relatively low price segments

Hyundai Motors India Limited

• Market Share = 6%
• Relatively middle price segments

Tata Motors
• Market share = 18%
• Relatively low-middle price segments
MAJOR PLAYERS IN Mahindra & Mahindra
INDIAN MARKET • Market share = 10.7%
• Relatively middle price segments

Honda SIEL Cars India Limited

• Market share = 5.17%
• Relatively middle-high price segments

Toyota Kirloskar Motor Pvt. Ltd.

• Market share = 4.28%
• Relatively middle-high price segments
MARKETING AND TARGET AUDIENCE

Target niche market

Unconventional marketing
campaign

Investment in promotional
purpose
 PRICING STRATEGY

Different price range for different models

• 2-door single-cab pickup truck

• 4-door truck
• 5-door SUV
Good warranty

• 60000miles/4hrs
Penetrating pricing scheme
• Discourage competitions
Scorpio Failing in Unfavorable Pricing

US Market New and Unfamiliar brand in

the US

SUV Market in US is already

crowded by major players

Georgia based dealer of Mahindra

filed a case in US for dealership
conflict among US automobile
dealers

Regulatory approval Issues

Sustainability In US Market

Mahindra have been practicing

Alternative thinking across various
disciplines
Customer relationship management

Introduction of green technology.

Brand enhancement

Meeting global challenges of climate change

CONCLUSION
THANK YOU!