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Manu P. Toms

Mumbai, Sept. 29 Mahindra & Mahindra on Monday launched the new edition of the SUV Bolero. The new Bolero VLX comes with CRDE (common rail diesel engine), improved upholstery and body styling.

This is the sixth variant of the mid-size SUV. While the SLX version of Bolero offers 63 HP, the latest edition offers 97 HP. “This is the high-end version with the new engine. We are targeting young urban upmarket customers with the new Bolero which comes with better power and torque,” said Mr Vivek Nayar, Vice-President (Marketing), Auto Sector, Mahindra & Mahindra.

He said that the existing variants of Bolero will continue in the market. The new Bolero VLX with CRDE is priced around Rs 7 lakh, while the existing SLX version is offered at Rs 6.4 lakh.

Mahindra’s major initiative on Bolero before this was the launch of Bolero Refresh in March 2007 — with new body styling. But nothing was done on the engine front. “We are responding to the customer demand for CRD engine in Bolero, which has proved very successful in Scorpio,” said Mr Nayar.

About CNG initiatives, Mr Nayar said “Alternative fuels are being worked on our three-wheelers and pick-ups. We have already launched CNG-run Bolero Pick-up. Bolero is largely used as a personal vehicle and if there is a market demand we will respond to that.” Only less than 20 per cent of Bolero SUVs are used by taxi segment, according to the company officials.

He said that the sales of Bolero, which clocked more than 51,000 units last fiscal, is growing at 24 per cent. The high-end SUV from Mahindra, Scorpio clocked around 40,000 units last fiscal. The utility vehicle sales in the country is growing at 11 per cent. The escalation in operating cost and the liquidity crunch in the vehicle financing impacted SUV segment also although it has not shown any decline till now. “The growth rate has come down. Last year our growth rate was 15 per cent. Now it has come down to 11 per cent. The situation is still challenging,” said Mr Nayar.

More Stories on : Announcements | New Products & Services | Cars | Mahindra & Mahindra Ltd

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