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Jeeto boost for M&M in LCVs

Murali Gopalan | Updated on January 17, 2018

Pravin Shah at the Jeeto launch

Company is themarket leader for 2nd year in a row

Mahindra & Mahindra has seen brisk business in its light commercial vehicle segment of up to 3.5 tonnes. According to Pravin Shah, President and Chief Executive (Automotive), the company has emerged market leader for the second year in succession with 51 per cent share in 2015-16 from 49 per cent in the preceding fiscal.

“When we talk of the sub-two tonne category, the launch of the Jeeto in June 2015 has really has helped us grow,” he said in a recent interview. The vehicle has reported sales of around 26,000 units in a whole year and from M&M’s point of view, this is especially creditable considering that this product segment has overall seen de-growth of 11 per cent in FY 16. On the contrary, thanks to Jeeto, the company’s market share has grown from 11.6 per cent to 23.9 per cent . The sub-two tonne space includes products like the Tata Ace, M&M’s own Maxximo and Piaggio Porter. “Jeeto has really served its purpose in establishing our market leadership,” said Shah.

Particularly memorable in the compact vehicle’s journey thus far was a single large order from the Telangana government recently. It is in this very state that M&M has its facility in Zaheerabad. The order comprised 2,000 vehicles as part of the Clean Hyderabad movement with the state’s capital being the focus point in getting rid of dirt and garbage.

According to Shah, it is initiatives like these that have helped the Jeeto get a lot of traction. As in the case of Telangana, Madhya Pradesh, Rajasthan and Uttar Pradesh are also expected to employ the vehicle for similar purposes. As a result, its numbers could increase in the coming months.

“We want to see all our products deployed to their potential this fiscal. They come in different price points and offer a host of load carrying capabilities and applications,” said Shah.

Published on August 04, 2016

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