Mahindra’s first SUV which is also its flagship product is the most popular sports utility vehicle in India since launch and despite strong competition has been able to retain its leadership position. Its sales had suffered after launch of new compact and large sports utility vehicles introduced by international players like Ford and Renault in mid-range followed by Audi and BMW in expensive range which excited buyers due to styling and brand value. However over the years buyers have been plagued by lack of adequate service networks of new automobile manufacturers and also high cost of maintenance. In the last couple of years car sales in India have been plagued by slow economic conditions and high inflation leading to slow demand.
This form of slowdown has helped renew interest of buyers in sturdy Indian brands which have maintained quality over the years leading to establishment of Mahindra’s Scorpio as the nation’s most popular SUV brand. While sales of Renault Duster was at 46700 units during 2013 and sales of Ford EcoSport was at 45000 units, Mahindra’s Scorpio zoomed home with sales of 50900 deliveries during this period bringing cheer and excitement back to Mahindra’s camp. The carmaker had suffered slowdown in commercial vehicles and also passenger cars due to slowdown during previous couple of years therefore Scorpio’s performance was a breather for its marketing team. March 2014 was the best month for Scorpio sales as Mahindra’s dealers sold nearly 5605 units of this model largely due to local festivals and arrival of General Elections.
Mahindra is therefore introducing a face-lifted variant of the Scorpio which is presently being testing for motor -ability across roads in India and in overseas markets wherein it will be launched. The sales of Mahindra Scorpio in small agricultural towns of India grew at a rapid rate last year due to improvement in agriculture income and contributing to nearly 12 percent of total sales volume. According to Mahindra’s chief sales officer, even though overall market share of the firm has fallen from 52 to 45 percent, demand for its utility vehicles still remains high as its multiple brands command 72 percent of India’s SUV market.
The details available on various websites about soon to be launched face-lifted variant of Scorpio show that this car has been completely revamped with new exterior features and sporty interiors with leather upholstery and new steering wheel. From overview of the revamped version it is obvious that Mahindra is rewarding its loyal customers by presenting a better version of the popular vehicle to them for being a loyal. To expand its network into Tier II and Tier III towns where it has already established a reputation Mahindra has invested around 25 percent of annual outlay which will be spent to open sales and service outlets. The firm is hoping that recent reduction in excise duty will help in increasing demand for its vehicles as it will reduce price of SUV’s by 24000-30000. To encourage sales of its new facelifted SUV Scorpio, Mahindra will be setting up full-fledged service centers for its range of utility vehicles across the nation irrespective of Tier level.