Mahindra's got a tech secret behind its aggressive SUV pricing
XUV3X0, with a starting price of ₹7.49 lakh, is the most affordable option in the compact SUV category, and is set to compete with the likes of Maruti Suzuki Brezza and Hyundai Venue. Despite its low price, it boasts a range of features that make it an attractive choice for budget-conscious buyers. In comparison, Maruti Suzuki's Brezza starts at an ex-showroom price of ₹8.34 lakh, while Tata Motors' Nexon begins with an ex-showroom price of ₹8.15 lakh.
Mahindra plans to manufacture 9,000 units of the XUV3XO on the same production line as the XUV400 EV. With additional investments, it can increase capacity to produce up to 10,500 units per month, Jejurikar said. “We are currently the fifth largest player in this SUV sub-segment where annual volumes are close to 600,000 units.
We want to become the largest or second largest players in the segment in the next three years." The XUV3XO will be Mahindra's smallest offering. However, the company doesn't rule out a smaller vehicle, but going smaller won't be "true to its DNA", he added. The XUV3XO, which underwent significant upgrades from its predecessor, the XUV300, was developed at a project cost of ₹650 crore, including costs associated with setting up production for the model.
"We've done everything possible (to win in this segment) and to create a proposition which creates the right to win. Comparative right to win doesn't come only on a price and doesn't come only on a product and doesn't come only out of technology or features. It's a combination of getting it all right.
And we think we have", Rajesh Jejurikar, executive director and CEO, Mahindra & Mahindra told Mint. "There are many technologies in which we are the volume leader. We are the largest buyer of [this
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