The growing multi-utility vehicle (MUV) segment should
see new launches at lower price points. The bugle was
first sounded by Mahindra & Mahindra (M&M) with
its Bolero Sportz.
this we have broken the Rs 5-lakh price barrier that has
been dogging the MUV segment, says M&M vice-president
(marketing, automotive sector) Rajesh Jejurikar. The
model is cheaper than the Sumo Ezi (priced at around Rs
5.09 lakh) and the Qualis FS (Rs 6.56 lakh).
by the Euro I and II emission norms compliant 2,500cc
Peguot diesel engine, the Bolero Sportz sports power steering,
bucket seats, metallic paint, stylised decals and bumpers.
The four-wheel drive version is costlier by Rs 80,000.
The buyer has that option of a 7/8-seater model.
in August 2000 at an outlay of Rs 20 crore, the Bolero
doubled M&Ms market share. The vehicle was positioned
as being trendy for the urban and semi-urban market.
The company soon brought out the Bolero Camper, a variant
positioned as a stylish vehicle ideal for work and
play. And later the company phased out its Armada
to a study conducted by Indian Market Research Bureau
(IMRB) the brand recall of the Bolero was as high as 10,
higher than others in the category, says Jejurikar.
The sales of the Bolero grew at a higher rate than
the overall MUV segment. During this fiscal, M&M has
sold 4,700 Boleros as against 4,100 units for the corresponding
period the previous year.
Rs 550-crore MUV Scorpio has clocked sales of 5,000 units.
Ask him about the huge investment made to roll out the
Scorpio and the waiting time for deliveries, and he will
reply: We have ramped up the production now.
the MUV segment is clocking a good growth rate, at the
cost of mid-sized passenger car sales. During the first
half of the current fiscal M&M sold 28,494 units of
MUVs as against 25,282 units the previous year. Jejurikar
says 75 per cent of the Scorpio buyers are car buyers
and 53 per cent of them possess mid-sized car potentials.
countries like America and Indonesia, where MUVs command
a good market share in the personal transport segment,
he says the Indian market too is moving in that direction.
company is also witnessing brisk sales of its three-wheelers
(less than .75 tonnes and more than .75 tonnes), its new
light commercial vehicle LoadKing (goods carrier) and
Tourister (passenger carrier).
first half of the year saw an increase of 1,285 LCV sales,
taking the total sales to 3,816 units. The quantum growth
was in the three-wheeler segment where the volumes went
up to 3,793 units from 662 units the previous year.