The Rise of Mahindra

When Mahindra & Mahindra Ltd. (M&M) launched their XUV 300, their beautiful SUV was the toast of the town. At that time, in a small seminar at Symbiosis Institute of Media & Communication, their Director of Corporate Communication was called to speak on Branding. Naturally, questions were flying fast & furious!

One student then asked when Mahindra would make cars. The eminent lady turned to the student and told him that Mahindra would never make cars. That’s not the Mahindra brand.

M&M yesterday launched its latest SUV – the NuvoSport, giving a further boost to its leadership position in the UV segment!

The NuvoSport is all that a car owner or should I say, automobile owner, would want in a compact SUV- best in class width and height, AMT technology for clutch-free driving,  a 1.5-litre diesel engine that delivers 74.6 kW (100 bhp) of power and torque of 240 Nm, flexible 5+2 seating, a unique adjustable and reclining 2nd row, plush dual tone interiors, faux leather upholstery, a 6.2” Touchscreen Infotainment System, ABS with EBD and dual airbags available as options right from the base variant and standard from the mid variant upwards.

What you need to admire about Mahindra is that they have kept their 4-wheelers true to their DNA that is reflected in their Brand Identity. They stand for tough utility vehicles. Or at least they look tough, like the baby from the stable KUV 100 (Kool Utility Vehicle One Double Oh).

Their future flagship will be the Aero coupe-like SUV. Unveiled at the Delhi Auto Expo 2016, the aggressive styling reflects Mahindra's futuristic design concept, with inputs from Pinninfarina, the Italian auto design house, acquired in December 2015. 

With seven decades in the UV business beginning with the Willys, Mahindra has come a long way! This is the auto brand to watch.