Accessible technology. This will be the cornerstone of the Mahindra group’s strategy in the automobile sector, as outlined by its Chairman Anand Mahindra.

In an informal interaction with journalists at the Auto Expo in Greater Noida today, Mahindra came up with an acronym – TUB – to describe how he thought the automobile industry would develop.

First was Technology, which was going to completely change the automotive industry in ways not imagined so far, be it in the use of electronics or telematics. This was because cost of electronics was coming down. Next was Urbanisation, which posed a challenge as well as a problem to automobile manufacturers in populous emerging markets. Not only was mobility an issue, to do it in a smart and green way was the bigger challenge. The latest green technologies will have to be adopted and it “will be like driving an iPhone.” Governments will have to recognise this and come up with measures to deal with it. The last was Brands, as it will decide whether a car company will survive or not.

As far as the Mahindra group was concerned, it would always be known for its ruggedness and reliability and these would be the group’s unique underpinnings. In the little over three decades since he joined the company, he could recall that it had constantly adapted and believed in providing accessible technology to its customers.

Mahindra said the e20 was the “cheapest electric vehicle in the world, despite the fact that it is unaffordable here.” The company had showcased an electric version of the Verito compact sedan. From two-wheelers to the commercial vehicles it manufactured and sold, the Mahindra group believed in making technology accessible to its customers.

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