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Enhanced Portfolio Helps Mahindra Rise as Market Leader

Published On Mar 11, 2016By Prashant Talreja

Mahindra & Mahindra is a known player in the commercial vehicle field. The company had entered the business about five years ago through a collaboration with US based Navistar. Despite having high resources, the company started off as a relatively small player, eclipsed by majors such as Tata and Ashok Leyland. Nevertheless, the company has progressively worked for a decent share of the market, pioneering new models that change the playing field. Apart from developing new models, the brand had cast is focus on refining and upgrading its already existing portfolio to gain a stronger market space.

The experiment is seen to have paid off, as the brand's monthly sales slowly took off, and its share of the market doubled. Currently, it is a dominant marque in the field, competing with the likes of Tata and Volvo. “There is a tremendous amount of confidence in the team. Post several months of testing and rigorous work on the back end on service front, we are confident of delivering on our promise. We are going out very aggressively and ready to take off in the market place,” said the firm's executive director Pawan Goenka.

He acknowledges that there was a degree of risk that they faced during the experiment, but reaffirmed his belief that the market response would be positive. The company took new approaches, shifting its central line of marketing to fuel economy. Previously, the brand's low fuel efficiency had been a cornerstone for its downfall, and it decided to work on its weakness to transform it into a strength. Mahindra now incorporates its vehicles with a new fuel smart technology that maximizes efficiency available in new Blazo Range smart trucks, and this is further backed by a strengthened service orientation.

“Mahindra's aggressive fuel efficiency push through product engineering is highly aligned to truckers' requirement. Operator margins are small and fuel constitutes a significant part of the operating cost, a variable that can be managed with better products,” said VG Ramakrishnan managing director of a consultancy firm that has been tracking the M&M's movements.

“Fortunately, industry is supporting us, as it is growing,” said Rajan Wadhera, chairman of the Trucks & Buses division. “The growth is at 35% for the industry, but we are growing at over 60%, which means we are gaining market share. Very soon, I will have a complete range from 3.5 to 49 tonnes - very soon is two years.”

See Also:

Mahindra Transport Awards for Excellence in Transport Industry

Mahindra Trucks & Buses Hopes to Boost Market Share with New 'Blazo' Series

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