In1945 It was set up as Steel Trading Company

In 1947, It introduced India to the utility vehicle

Whose epitaph was about to be written in 2000,

Today it has emerged as winner

 More than 65 years later, they're still India's premier

utility vehicle (UV) company

Ranked 21st in the list of top companies of India in

Fortune India 500 in 2011

It was ranked as the 10th most trusted brand in

India, by The Brand Trust Report in 2014

Well! Yes its the

M group

The Company
Mahindra & Mahindra Ltd.

Company Life Phases

The companys life can be divided into 3 phases

Phase 1 - From Independence till1997

Phase 2 - From 1997 2002
Phase 3 - From 2002 onwards

Phase 1 - Upto the year 1994 the tractors, commercial

vehicals as well as passenger vehicles were produced
under Mahindra & Mahindra.

The company had two divisions the farm equipment

division and automotive division

Phase 2
In 1991 the company got a handsome Deputy
Managing Director
In 1997 he became the managing Director & took
charge of the company
In 2003 Company tasted its new professional
Success. The best in companys history

The MD
Mr. Anand Mahindra

Mahindra & Mahindra Ltd.

Mr. Anand Mahindra

Phase 2

From 1997 onwards due to competitive situation in

automobile sector company realigned the products

and brand portfolios
Conducted detail market research exercise to get
consumer insights
Several initiatives were taken
Redesigning existing brand Armada by changing
not only aesthetics but also physical features and
comforts
The new model was named Mahindra Bolero

Mahindra - Armada

Mahindra - Bolero

 The brand promise was Luxurious Toughness

Bolero was launched in August 2000 at a price
which was lower by Rupees 60,000 than Tata sumo
Changes and modifications were made in other
brands

Phase 3

What are the avenues of Future growth?

UV segment constituted 10-12 percent of the market
and the SUV segment was still evolving in India

Decision To introduce world class, zero defect,

trouble free product

In 2002
SCORPIO OF MAHINDRA WAS
BORN
Good looking, stylish
Good finish, nice curve
Luxurious and comfortable
Large and spacious
appropriate for long and
cross country drives
Good for personal use and for family

The peer group of the vehicle consisted of Qualis, Sumo and

Safari

Mahindra Automotive - History

In the year 2009, the company launched Xylo. Also, they
launched New, Mighty Muscular Scorpio in the market
Made a bid for Jaguar, Land Rover and gave up when
bid went too high
2010-11, the company acquired SYMC, a premier
manufacturer of sports utility vehicles and recreational
vehicles in Korea

Mahindra Automotive - History

2010 Acquired Reva Electric Car Company

2011 The Ssangyong Motor Company joined Mahindra
& Mahindra
A major South Korean utility manufacturer with a
presence in more than 90 countries

Today
2013 Mahindras Market Share was 10.82 per cent at
85,924 units
Market leader in UV segment
In the last five years, the Mahindra group has executed
many mergers and acquisitions worth $4.2 billion
Mahindra Tractors is the worlds largest tractor company
selling tractors in India, China and the US

PASSENGER VEHICLES

Passenger Vehicles of Mahindra

BOLERO 5.5-7.5 Lakhs

E2o

6.5 Lakhs

SCORPIO 8 -13 LAKHS

XYLO 7-11 LAKHS

THAR 4.8 LAKHS

VERITO 5.2-7.8LAKHS

KORANDO

Rodius

CHAIRMAN

XUV 500

QUANTO

Brand Connect of Xylo, Verito, Quanto

and Rexton
A total of 4 cars from various segments with
different unique features were launched throughout
the year 2012- 2013.
Depending on the segment of the car,
strategic/tactical locations/touch points were
identified for the launch of the respective cars.
Multiple locations like Airports and Malls in prime
cities like Mumbai, Banglore, Delhi, Chennai,
Kolkatta were selected

Brand Connect of Xylo, Verito, Quanto

and Rexton
The strategy in the malls was to create
interaction/engagement with TG spread over 2
weekends to create an environment
where the consumers can actually touch and feel the car
A similar type of way ahead was implemented for the
airports.
Busiest Airports like Mumbai, Delhi, Bangalore were
selected as prominent touch points for TG
Results Generated approx. 1200hot leads with 25%
conversion for test drive

Vs
Aug 2012

Mr. Ratan Tata stated

(I have) great respect for what Mahindra & Mahindra
has been able to do. I have certain degree of sadness
and shame that we have let that happen. I think we
have a great deal of introspection to do as to why,
Mahindra should be ahead of us, than us catching
up.

Vs
Aug 2012

The rivals have been neck to neck in the recent past. The
difference in their passenger car sales figures in the first
quarter of the current fiscal was negligible; Tata Motors
shipped 60,405 units against M&Ms 59,902. For the month
of June, M&M took third position outselling Tata Motors by
more than 2,000 units.
The reason for M&Ms recent success over Tata Motors can be
attributed to Mahindra's dominance in the UV segment with
the Bolero, Scorpio and XUV500.

COMMERCIAL VEHICLES

Commercial Vehicals
Mahindra
Alfa

Mahindra Gio
Mahindra Maxximo mini van

Commercial Vehicals

Mahindra Navistar Trucks

Mahindra Bolero Pickup

Mahindra Maxximo

Commercial Vehicle for Every Segment

Less than 0.5 Ton
Less than 3 Tons Less than 8 Tons -

Gio
Maxximo
Bolero Pick Up

Truck Category Navistars

This year overall M&HCV segment had Negative
25% growth and LCV segment had 2% growth
In both the segments Tata Motors is the leader. In
M&HCV segment share of Mahindra is negligible in
LCV sector it ranks second.

Today Mahindra & Mahindra Is A Company

Whose Gross Profit is Rs.34,820 Crores a growth

of 35% compared to last year

Sale of 2,45,700 Passenger cars (36.4% growth
compared to last year)
Sale of 1,27,029 Commercial Vehicals (21.4%
growth over last year)
Market share of 55% in UV segment
Bolero sold more than 1 Lakh units . Largest
selling SUV for 6th consecutive year
Increase in exports by 70% compared to last year

Shapers of Mahindra
Chairman & MD Mr. Anand Mahindra
President & Executive Director Dr. Pawan Goenka
Chief Executive Mr. Praveen Shah
Senior VP Marketing & Automotive Mr. Vivek
Nayer
Production Incharge (Nashik, Kandivali, Haridwar,
Igatpuri, Zahirvabad) Mr. Vijay Kalra
CEO Chakan (Pune) Plant (Mahindra Vehicle
Manufacturers Ltd.) Vijay Dhongde