Mahindra & Mahindra Ltd has gained significant market share in the pick-up vehicle segment, which is growing at about 20 per cent.
This is a silver lining for the market as the country’s passenger car market is up against tough times with sales volumes being impacted.
“We have increased the share up from about 54 per cent to about 59-60 per cent in the first-half of this financial year ended September 30, and expect to sustain this momentum during the second-half,” said Mahesh Kulkarni, Senior General Manager.
The country’s pick-up market closed the last financial year with overall sales of about two lakh. It is growing at 20 per cent mainly due to demand from the farm sector and some other segments such as construction.
Farmers, in particular, move their produce to urban areas. “During the year so far, we have gained more than five per cent market share with sales of 55,000 in the first-half,” he said.
The automotive major launched the Bolero pick-up flat bed with micro-hybrid technology in the Southern market priced at Rs 5.56 lakh onwards ex-showroom.
The pick-up will be manufactured at plants in Kandivali, Maharashtra, and Zaheerabad in Andhra Pradesh.
With South accounting for about 26 per cent of the overall pick-up sales, the company expects to serve the region from Zaheerabad plant where they recently commenced production of the pick-up.
Powered by the micro-hybrid engine that helps save on fuel in start-stop conditions, the company is seeking to drive home the fuel efficiency and overall lower maintenance cost as an attractive proposition for the potential buyer.