How soft-roaders are changing the utility vehicle game

Our Bureau Kolkata | Updated on January 09, 2018 Published on November 15, 2017
Amit Sagar, Vice President – Sales, Automotive Division Mahindra & Mahindra Ltd

But Mahindra & Mahindra sees no threat; to strengthen position in utility segment

Mahindra & Mahindra Ltd (M&M) will look at consolidating its position in the utility vehicle space. This would include new launches, a focus on the soft-roader segment and ramping up of service networks.

Soft-roader refers to crossover vehicles that operate like an SUV, but are not full-blown off-roaders. They are step above regular cars.

SUV-makers see red

According to Amit Sagar, Vice-President – Sales, Automotive Division, Mahindra & Mahindra Ltd, SUV-makers are already facing a challenge from soft-roaders.

The soft-roader category – with a near 17 per cent growth this year – is said to be driving growth in the utility vehicle space.

“Soft-roaders are growing fast and gaining market share. They are driving the utility segment for the industry,” he said on the sidelines of the launch of the new Scorpio here in the city.

Compared to the utility vehicle segment, which has seen 17 per cent growth so far this year, M&M has witnessed a year-on-year growth of 5.5-6 per cent.

Despite the strong growth posted by the soft-roader category, M&M is not losing market share to it. “It would be an unfair comparison. Even sedans are witnessing de-growth,” he said.

For M&M, Bolero and Scorpio continue to be the highest-selling models. While Bolero sells around 6,000 units a month, Scorpio sells 5,000.

Asked specifically if M&M is eyeing an eyeing an entry into the segment with a new launch, Sagar said: “We will look at all segments as a utility vehicle maker. We want to consolidate our position in the utility segment.”

Published on November 15, 2017
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