Re: Mahindra – The Story of “Rise”.
Mahindra & Mahindra to take on Tata Motors, launch more mini trucks
After grabbing a sizeable share from Tata Motors in the utility vehicle market, Mahindra & Mahindra is adding more mini trucks to its portfolio in a bid to challenge the dominance of India's leading truck maker by market share.
M&M is working on a new platform, codenamed P601, to take on Tata Motors' Ace Zip and Magic Iris - brands driving the volumes for the largest truck maker in the mini truck space.
M&M is likely to invest 300-350 crore in the platform. The product is likely to hit the market in the first half of 2015 and will be manufactured at M&M's Zaheerabad plant.
Rajan Wadhera, CEO, technology, product development & sourcing (auto & farm sector) and group executive board member, Mahindra & Mahindra, told ET, "There is a gap below Maxximo, which we are exploring. Gio was a product with an additional wheel added to a three-wheeler. We are working on a grounds-up platform to have a product in that space. The development is currently under works and the product should be ready in two years."
Wadhera declined to give specific details on investments or key differentiation from Tata Motors Ace Zip, but said, "We won't have a me-too offering, the product will have a much differentiated proposition. At this stage, we won't like to state what these differentiations are."
While M&M was the first to launch Gio, a 0.5 tonne four wheeler small commercial vehicle and a better cargo mover alternative for three wheelers, it has not managed to get a good response from the market. M&M sells just 400 units a month as against several thousand units of Tata Motors Ace Zip today.
With the new micro truck under development from scratch, M&M sees a much larger potential. The company has mandated its vendors to gear up for 26,000 units volumes in the first year, with the peak potential of 81,000 units in three to five years of its launch.
M&M has a market share of 22% in small commercial vehicle space, with close to 18% share in 0.75 tonne space with its Maxximo selling about 6,000 units on the LTV (Maxximo) platform. The company is the market leader in the pick up truck space with over 50% share in the Bolero and Genio pick up truck space (2-3.5 tonne).
After growing by over 20% in FY12, selling over 53,000 units of Maxximo and Gio, M&M's sales this fiscal (April to January) declined 27.19%. The sales of Maxximo and Gio pick-up truck fell to 32,525 units against 44,669 units.
The new Maxximo plus launched on Monday is aimed at building volumes. However, the company continues to outshine in the higher payload 2-3.5 tonne pick-up truck segment, growing by over 40.65% to 82,893 units in April 2012 to January 2013 period.
In the small commercial vehicle space, M&M posted a growth of 14% to 1.57 lakh units in April to February period this fiscal. People close to the company say it is eyeing volumes of over 2 lakh units in the next fiscal.
The Indian small and light commercial vehicle segment is expected to more than double by 2015-16 and grow at 18.5% compounded annual growth rate for the next five years, according to a research report published by leading research agency Frost & Sullivan called Strategic Assessment of Small and Light Commercial Vehicles Market in India.
Mahindra & Mahindra to take on Tata Motors, launch more mini trucks - The Economic Times