Mahindra eyes to enhance Bolero production

Mahindra Mahindra, the country's largest utility vehicle (UV) maker is witnessing a heavy capacity crunch for the manufacturing of its best-Selling SUV Mahindra Bolero in the Indian market. The sales of the Bolero model is shooting upwards due to a high demand in rural India which has always been a strong hold for this SUV. Interestingly, the demand for Mahindra Bolero is also witnessing a significant increase in the urban market also. As of now, the Bolero model is enjoying a waiting period of 4 to 6 months in the country.

According to Mr Vivek Nayer, senior vice-president of marketing, automotive sector at MM, Bolero's re-launch in 2007 attached an aspirational imagery to the brand post which it has been showing consistent growth. He added that the company has out-performed the category and increased its market share from 19 to 29 per cent since 2006-07. He also said that about 75-80 per cent of the sales volumes of the company are from smaller towns and the remaining 20-25 per cent from metros.

At present, the company sells as much as 70,000 units of the Bolero model annually. The Bolero model is currently being manufactured at its Nashik plant, which hosts an annual manufacturing capacity of as much as 1.50 lakh units. Besides the Bolero, the other passenger utility vehicles of the company including Xylo and the Scorpio are also being manufactured at this plant. With this, the company is in the process of acquisition of South Korean Ssangyong Motors through which it is planning to bring the Korean SUVs to India.

The Bolero model was introduced in the Indian market about a decade back and was initially aimed at the rural buyers such as farmers. But in last 10 years, the model has been through a series of changes and now it is registering a considerable sales figures in the urban market also.

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