1. Compact SUVs hit for others, miss for Mahindra & Mahindra

Compact SUVs hit for others, miss for Mahindra & Mahindra

Company’s KUV, TUV offerings in segment fail to enthuse customers

By: | New Delhi | Published: December 11, 2016 6:18 AM


Compact utility vehicles might be all the rage, but for Mahindra and Mahindra (M&M), the segment brings no cheer. Facing a dip in sales following the popularity of compact SUVs in the market, what with the success of the likes of Vitara Brezza, Creta, Ecosport and Duster, M&M also jumped onto the bandwagon with its KUV 100 and TUV 300. But the enthusiasm was restricted only within the company and failed to permeate customers.

As a result, the company now finds that its original bestsellers Bolero and Scorpio continue to be the most sold vehicles from its stable in the first seven months of the current fiscal year (April to October).

M&M did not have a compact SUV when Ford and Renault stormed the domestic market with the Ecosport and Duster four years back. Subsequently, Hyundai and Maruti joined the fray by launching Creta and Vitara Brezza.


When the Mumbai-based M&M launched its own vehicles, the expectation was to increase market share in urban pockets, but that did not happen.

“In the traditional market, Mahindra has a strong brand value. So sales of Bolero and Scorpio are still better. In the urban market, where compact vehicles are popular, customers look for vehicles with new looks and superior interiors, and brand perception matters. Global OEMs are now offering good products in the segment. For any impact, M&M has to give a better value proposition in its products to customers compared to others in this segment,” feels Puneet Gupta, associate director, IHS Automotives.

Interestingly, XUV 500, one the more expensive products of M&M in the utility vehicle space, has registered more volumes than TUV 300, a much cheaper vehicle. The average monthly volumes of Bolero and Scorpio were around 5,248 and 4,072 units, respectively, during the first eight months of the fiscal. For KUV 100 and TUV 300, numbers stood at 3,424 units and 2,269 units, respectively.

At present, almost 45% of the total volumes in the SUV segment comes from compact vehicles. Cars like Vitara Brezza of Maruti have average volumes of almost 10,000 units per month. In the festive month of October, the volumes TUV 300 stood at 3,022 units and KUV registered sales of 2,615 units, which were much less than Ecosport, Vitara Brezza or Creta.

Bolero was launched by M&M in 2000 and became an instant hit. It remained the most sold utility vehicle in the domestic market for more than a decade. Subsequently, the company also launched Scorpio, a more premium car compared to Bolero, in 2002 and it also went on to become one of the most successful vehicles from Mahindra.

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  1. M
    Manjinder pal
    Dec 11, 2016 at 4:42 pm
    Kuv ki front grill aur headlights redesign karni chahiye..Rim size bda karna chahiye... Fenders bhi bdey karnay chahiye...1.5 liter engine dena chahiye...Definitely super hit....
    1. M
      Manjinder pal
      Dec 11, 2016 at 4:36 pm
      Mahindra ko tuv 3oo ke rim size 17" karney chahiye..Fenders ka size bhi bda karna chahiye...Front bumper aggressive design karna chahiye.....2.0 aur 2.2 liter engine option 100% deney chahiye....Tuv mahindra ka bohat hi accha design hai aur bohat acchi ghadi hai, lekin mahindra ko tuv ke sath experiment 100% karna chahiye...Definitely tuv mahindra ka super hit product hoga...
      1. D
        Dr A
        Dec 11, 2016 at 12:54 pm
        Very well said. TUV should be upgraded in terms of new automatic transmission, rear AC, rear camera, touch screen, projector lamps, all black interior, 4x4, and all small niggles should be rectified. A fresh version should be immediately launched. TUV has great potential and sooner Mahindra listens to public demand the better it is for this model.
        1. B
          Bhushan Talekar
          Dec 11, 2016 at 9:58 am
          Mahindra needs to rectify their quality & transmission issues in the TUV300 at the earliest with topmost priority. TUV has great prospects provided Mahindra is able to retune it for better quality & transmission. Please listen Mahindra. You are loosing your loyal customer base to other players in the market. Thank you.
          1. R
            Dec 12, 2016 at 2:16 pm
            M&M should improve its Bolero with consumption and boot space it can reduce engine space and can be utilised for boot space and finally it should bring down its cost by around 50000/_ by doing this it dominate rurally market fantastically.
            1. S
              Dec 11, 2016 at 1:00 pm
              Post test driving TUV 300 few major improvement which I feel is showroom experience needs improvement, feature list is not impressive beyond base model, its like almost they are forcing customer to buy top end if you need better interior, exterior and comfort features,ergonomics is not good, getting in and out is very bersome.
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