M&M to foray into HCV market in 2009.

09 Mar 2009 Evaluate

Undeterred by the current uncertain situation in the auto industry, Mahindra & Mahindra (M&M) launched an improved featured Scorpio in Mar’09 post the Xylo launch in Jan ’09.  Further, it also plans to launch Heavy commercial vehicle (HCV) and less than 1 tonne Light commercial vehicle (LCV) in the rest of 2009. Based on the total sales in the ten months ended January 2009, M & M has 27.3% market share in Indian LCV market, within which it has 18% share in passenger vehicle segment and impressive 29% share in the goods carrier segment.

In this background, the proposed launch of an HCV in 2009 will mark its foray into the Medium and heavy commercial vehicle segment. The HCV will be released from the Mahindra International stable, a JV between M&M and International Truck and Engine Corporation formed in 2005. Probably, the vehicle’s diesel engine would be from Mahindra International Engines, a JV between M&M and a wholly owned affiliate of Navistar International Corporation. With the new Scorpio that includes additional and improved features, the company plans to reposition itself in the Utility vehicle segment. The company targets advertising cost of Rs 9 crore on the new Scorpio alone. The production capacity for the Scorpio is 100 vehicles per day that translates to 30,000 vehicles per year. In case of increased demand, the production can be more than doubled to 220 vehicles per day.  In view of the subdued markets, M & M expects Scorpio sales to come down to about 31,000 to 32,000 Scorpios in FY 2009 (ending March 2009) from 37,000 in FY 2008.crackcrack

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