Mahindra targets mainstream

Mahindra Automotive Australia (MAA) has announced an aggressive new expansion plan that calls for up to 5000 sales within the next three years.

During that time the Indian automotive giant, which aims to be a top 15 global brand by 2020, will further expand its XUV500 mid-size SUV model range and launch three more new or facelifted models.

Fresh from launching nine new models in the past 12 months globally, Mahindra this week released the first automatic version of its XUV500 in Australia, where the facelifted version arrived in February.

Finally giving access to the 85 per cent of mid-size SUV customers who want an automatic, the wholly owned factory subsidiary believes the XUV500 auto will attract 120 buyers a month and help MAA to triple its total sales to 1500 this year.

Supported by expanding its national dealer network from 36 to 50 by the end of this year, that would be a dramatic lift from the 400-500 sales Mahindra has notched up Down Under annually since its local relaunch almost a decade ago in 2007.

However, MAA says more versions of the XUV, upgraded Pik-Up and Genio ute models and the all-new KUV100 city-SUV will triple that number again by 2018.

In addition to the W8-spec XUV500 auto on sale from June 1, MAA will introduce a luxury variant (W10) in the fourth quarter of this year, followed by a cheaper entry-level (W6) version next year, when petrol/automatic powertrains will also join the current diesel-only XUV500 line-up for the first time.

The W8 XUV500 2.2-litre turbo-diesel arrives next month – in front- and all-wheel-drive guise with either six-speed manual or automatic transmissions – priced from $29,900 drive-away.

However, while the more upmarket W10 could be priced up to $10,000 higher at $39,000, the entry-level W6 will lack items like leather trim for a starting price under $30,000.

Also arriving next, in the second quarter, will be an upgraded version of the one-tonne Pik-Up ute – complete with automatic transmission option – as well as a facelifted Genio ute aimed at farmers and miners.

Rounding out the near-term new model influx – in 2018 – could be a global version of the all-new KUV100 pint-size city-crossover launched recently in South Africa and under consideration for Australia.

Less likely for Australia is Mahindra's rugged Willys Jeep-based Thar 4x4 and the hard-core Scorpio SUV, based on the Pik-Up, because both models lack electronic stability control.

Further afield, however, Mahindra hopes to put into production an all-new coupe/crossover model previewed by the sleek XUV Aero concept revealed at the Delhi Auto Expo in February.

Mahindra, which controls Ssangyong and also competes in Formula E and MotoGP, currently has no plans to expand its presence in Australia's passenger car market following its purchase of Indian EV developer Reva, which was then renamed Mahindra EV.

However, it says Australia is among its top 10 export markets, and the UK became the first export market for the Mahindra e20 electric car following its launch in London last month.

Pravin Shah, the global CEO of Mahindra Automotive, which holds a dominant 42 per cent share of India's SUV market and 70 per cent of its ute market, attended the XUV500 auto media and dealer launches and said Mahindra would consider bringing EVs to Australia “subject to infrastructure and government support”.

“I have seen some other companies doing it and having a difficult time. I am sure going forward, as Mahindra builds a portfolio of EV products, time will surely bring opportunities to come to this market,” he said.

Shah said Australia “is a long-term critical and important market as part of our globalisation plans and are writing our own history by being physically present with our subsidiary called Mahindra Automotive Australia.

“We have very ambitious global aspirations and one of those is to be among the top 50 most admired brands by 2021. The journey to that is a robust globalisation plan, and part of that is Australia and New Zealand as focus markets,” he said.

Mahindra's global auto chief said his company was well prepared for a future of autonomous mobility, with Mahindra EV a leader in EV development, Tech Mahindra being one of the world's top six IT businesses and the Indian auto giant also owning design studios in Detroit and Turin, as well as Italian styling house Pininfarina.

After five years in Australia, Mahindra Auto Australia national manager Mahesh Kaskar said he was well aware of how competitive the local market is, but said the Indian auto giant's commitment here was unwavering.

“We know what needs to be done for this market and we are serious for this market,” he said.

“We know we have a long way to go and we are happy we have the dealership network associated with us and the company is really keen to establish itself in Australia, the toughest auto market in the whole world with the most stringent requirements in the whole world.”

What’s coming from Mahindra:
XUV500 W8 auto — June
XUV500 W10 auto — Q4
Pik-Up facelift/auto — Q2 2017
XUV500 petrol — 2017
Genio facelift — 2017
XUV500 W6 — 2017
KUV100 — 2018