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Mahindra, a nascent player in the two-wheeler market, is looking to perk up its market share with a series of launches this year.
Five launches have been planned for this year. Following the recent launch of the Duro DZ scooter, Mahindra on Wednesday launched the Rodeo RZ scooter. Three motorcycles, including the Mahindra Mojo, will be launched later this year.
Mahindra’s share in the two-wheeler market is just 6 per cent. It hopes to increase its share to 8-10 per cent within a year with these launches.
“The environment is challenging but there is never a bad time to launch new products and give consumers a choice,” said Mr Popli, at the launch of the Mahindra RZ scooter.
Rodeo RZ has been positioned as a “unisex” scooter targeted at the urban youth looking for “style” and “power”. Mahindra did an on-road test with consumers across the country, covering 25,000 km, before finalising the features.
The Rodeo RZ, for instance, comes with a 125 cc engine, meant for “power” riding. “We learnt that with Indian family sizes increasing and people not growing any thinner, the need was for a scooter with power. Also, Indian roads with steep flyovers require good pick-up,” said Mr Viven Popli, Senior Vice-President – Strategy and Market Development, Two-wheeler sector.
Mahindra’s earlier launch this year, Duro DZ, also comes with a 125-cc engine. The higher CC scooter segment (110-125) is seeing fast growth, said Mr Popli.
But the two-wheeler game is not about CC segmentation, said Mr Popli. “For long, we have been driven by engineering, now, it is about segmentation based on consumer needs.”
Mahindra hopes features such as a charging point for cell phones, an illuminated storage space, a front fuelling system, high ground clearance, clock and tripmeter in the Rodeo RZ will woo young urban families.
The Duro DZ is targeted at the older male rider looking for something sturdy. “This scooter has more foot space and is increasingly being used by shopkeepers to carry loads.”
Mahindra is also studying the rural segment keenly.
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