Mahindra’s strategy for growth, plans entry in Europe

Mahindra & Mahindra a well known brand in the Indian market is now a well established player in the Indian auto industry. Stared way back by assembling the iconic Willys Jeep in India, the company know has some class leading products in its line-up.

Mahindra has been very successful in the utility segment in the Indian market. The Bolero, Scorpio are the best sellers besides the newly launched XUV500 has been a instant hit since launch.

Mahindra is now charting a new strategy to enter the European market. Initially the company had announced its plan to launch its vehicles in the US market, but ran into trouble as the dealer agents filed a law suit against the company.

Mahindra is now in the race to be in the top three in the Indian market as is just a few units behind Tata Motors. Mahindra has worked hard on improving technology and quality of its products. The company now has ambitious plans which include new products and a larger foot print.

Mahindra’s strategy for growth

Capacity Expansion: Mahindra currently has 3 plants in India: Nashik & Chakan in Maharashtra and Zaheerabad plant in Andra Pradesh. To meet the demand the company is looking to setup a new plant in India. Currently Mahindra is in advanced stages for two different locations in two different states.

India plans: Mahindra will launch atlest 3 new products in India by end of 2012. The Reva NXR, Mini SUV (mini Xylo) and the sub four metre Verito will be launched in India. The compact Verito sedan should start selling from the fourth quarter of this fiscal.

Click here to know everything about the Mini Xylo

Click here to read more on the Mahindra Reva NXR

Click here to know more on the compact Verito sedan

Ssangyong synergies: Mahindra is working on synergies with the Korean subsidiary Ssangyong which involves developing new products together and better utilise its resources. The two companies have already started working on two new platforms on which a number of products will be produced which will help to generate volumes.

Mahindra will launch the Ssangyong vehicles in the Indian market and the first product to launch in India is the new Rexton W (Ssangyong Rexton W caught testing in India). The launch is expected to happen in  a couple of months and the products will be retailed to existing Mahindra dealerships only.

Mahindra is also working on new engine, which will go into future Mahindra and Ssangyong vehicles.

With its good presence in the South African market, Mahindra will launch the  Ssangyong vehicles in through its existing Mahindra network. Products like the Rexton W, Korando C and Actyon will be launched.

European Debut: Mahindra plans to enter the European market by 2013-14 and is currently looking at Italy as a potential market. Mahindra also plans to utilise the Ssangyong’s Russian facility to assemble Mahindra branded vehicles in the next two years. Mahindra will also launch vehicles in the Russian market which could be shipped from the Ssangyong facility. Mahindra also plans to launch the XUV500 in the Australia market.