Jeeto Helps Mahindra to Dent Tata's Mini-Truck Standing
Published On Feb 17, 2016
The recently released mini truck Jeeto has proven to be a game-changer for Mahindra & Mahindra, helping the brand to cement its position in a segment dominated by Tata. Mahindra, which holds a dominant role in the 2-3.5 tonne Gross Vehicle Weight (GVW) pick up segment, is also bolstering its performance in the mini truck segment. The Jeeto is available in 8 variants, and is classified in the sub 1-tonne segment. It is priced aggressively, with a starting cap of Rs 2.32 lakhs, and is strategically designed as a fusion of the mini-truck, micro-truck and three-wheeler segments.
Statistics show that Mahindra has had much to gain since the release of the model. In the April-December 2014 period, Mahindra sold 11,615 mini truck units with a meagre 11.62 percent share in the market. Meanwhile, market leader Tata had a massive 83.7 percent market share, with sales numbers of 83,271. However, for the same period in 2015, Ashok Leyland had rolled out 21,191 units in the mini truck segment, with a surging market share of 25.25 percent. On the other hand, Tata Motors saw weakened sales of 59,293 units, and had its market share drop from a confident 83% to just 70%.
The Jeeto is available in three series (S, L and X), with a total of eight variants. Analysts view the price range as one of the defining factors in the model's success—the top end variant in the series, Jeeto X7-16 is priced at Rs. 2.80 lakh, making it Rs 1.19 lakh cheaper than the Tata Ace HT. The Jeeto is run by Mahindra's own mDuradirect injection diesel engine, and the manufacturer claims that the engine can draw out a fuel efficiency of nearly 37.6 kmpl.