Mahindra & Mahindra Ltd., a part of the US $ 15.9 billion Mahindra Group, recently announced that its Pick up vehicle range touched a new milestone, crossing the 1 lakh mark in domestic sales during FY-2013. The Mahindra Pick up range has sold 102,885 vehicles in FY-2013, compared to 73,134 vehicles in FY-2012, registering a 41% growth. These are by far the highest ever annual sales of Mahindra’s Pick up range since its inception.
Speaking on this milestone, Pravin Shah, Chief Executive – Automotive Sector, Mahindra & Mahindra Ltd. said, “Crossing the 1 lakh milestone of Pick ups in a financial year is a proud moment for us and we are thankful to the customers for patronizing the Mahindra Pick up brand. Today Mahindra has the widest range in this segment to cater to the varied needs of cargo transportation. Having set new benchmarks in style, comfort, convenience and technology, our brands in the Pick up segment are popular since they offer enormous value to the customers.”
Mahindra Pick ups have been market leaders for over a decade, the key reason being the customer centric approach, in addition to the product offering itself. The company has introduced new products and technologies at regular intervals to delight customers, by constantly updating its products, based on customer insights and needs. For example, it introduced the first AC Pick up, first CNG Pick up and the first Micro Hybrid Pick up over a period of time, to maintain its market leadership.
Today, the Pick up segment in India has sales of over 15,000 vehicles per month and is growing rapidly. With 54% market share in FY-2013, the Mahindra Pick up has pioneered this segment and enjoys a leadership position in the segment.
Customers get a variety of models to choose from within the Mahindra portfolio. There are 4 brands namely, Bolero Maxi Truck, Bolero Pick Up, Bolero Camper & Genio. Each brand offers a unique value proposition and is targeted at different customer segments to match their specific needs. Our Pick up portfolio consists of a wide spectrum of products and it helps us to address the needs of varied segments, without any overlap. We also have specialized variants in the range such as the 4WD Pick ups, CBC Pick ups, and Pick ups with Micro Hybrid technology, to offer the desired value to our customers.