2023 Mahindra Scorpio to debut new brand identity

The 2023 Mahindra Scorpio will debut a new brand identity for the Indian car-maker in Australia when the all-new Toyota Prado rival is released here on April 19.

Mahindra’s new six-seat large off-road SUV will be joined on sale here later this year by the smaller Mahindra XUV700, a Toyota RAV4-size medium SUV that was originally due in local showrooms in late 2022.

The XUV700 will be a belated replacement for the XUV500 that was discontinued in 2021.

Since then Mahindra Automotive Australia has soldiered on with only the utilitarian PikUp to sell, but it now says an expanded urban dealer network and a new ‘Twin Peaks’ logo for both the Scorpio and XUV500 will mark a new beginning for the brand.

Further afield, the SUV and LCV division of the world’s largest tractor manufacturer plans to launch five new electric SUVs, based on the Volkswagen Group’s MEB EV platform, under the XUV and BE sub-brands from 2024.

For now, the all-new Scorpio (known as the Scorpio-N in India) will mark the Australian debut of Mahindra’s new Twin Peaks corporate branding, which was inspired by the ‘M’ of the car-maker’s name and first appeared on the new XUV700 in India two years ago.

The new logo will appear on the front, rear and interior of the new Mahindra Scorpio and XUV700, but it’s not expected to feature on the aged Pik-Up, which dates back to 2007.

However, Mahindra’s new corporate identity, which is said to symbolise its commitment to exploring new horizons and “reflects the company’s focus on innovation, quality and reliability”, will be incorporated at dealerships across Australia.

Mahindra says the new Scorpio is “designed, engineered and developed to stir the SUV segment in Australia with its class-leading attributes, features and capabilities.

“Scorpio is a rugged and versatile SUV that is designed to handle Australia's tough terrain. It comes with a powerful diesel engine, four-wheel drive and off-road capabilities.”

After 17 years as a niche player primarily in the Australian ute market, Mahindra says the introduction of two new SUVs will “expand its market presence in a big way”.

“To achieve this, Mahindra is planning to significantly expand its dealer base, which will enable the company to reach a newer set of urban customers in [the] SUV segment. This strategic move reflects Mahindra’s ambition to appeal to a wider customer base and gain a foothold in the Australian market.

“With its focus on providing affordable yet high-quality vehicles, Mahindra’s new SUV range is expected to generate significant interest and demand, further strengthening the company’s position in the Australian automotive industry.”

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