27Jan/110
Launched:Mahindra Genio
M&M has launched its next gen commercial vehicle, the Genio, in Mumbai. Targeting to a captive segment – small and medium business needs – the Genio pick-up is priced at Rs 4.99 lakh for the BS-III variant (ex-showroom Navi Mumbai). With the open of the Mahindra Genio, company is expecting to modify the face of the pick-up industry in India. The Genio single cab pick-up will be the 2nd product after Maxximo that will be rolled out of Mahindra’s new Chakan facility. The pickup has been developed from Mahindra’s Ingenio platform (U-platform) – the same program which formed the basis of the Xylo MPV. This 1.2 tonne pickup will also be motorized by the same mDi CRDe motor from the Xylo D2, but in a detuned state. The motor now produces 75bhp, 20bhp less than the Xylo D2, while the maximum torque remains identical at 22kg.
Speaking at the initiate Dr. Pawan Goenka, President, Automotive & Farm Equipment Sectors, M&M said, The Genio is a result of extensive buyer insight which captured the hidden and expressed needs of the customer. The Genio is an ideal commercial vehicle for businessmen, traders and SMEs. I am confident that it would be a game changer for the pickup section in times to come. Mahindra already has its Bolero pick-up doing duty in the section which the firm dominates with 75 % market share. The segment has seen a growth of 5% in the pervious year and is expected to make in double digits this year. The underperforming segment which had seen no new launches for the previous four years – the most recent being the Bolero pick-up – needed brand new products to help it grow. The newly launched Mahindra Genio will now directly compete with the Tata 207 Di.
On the occasion, Rajesh Jejurikar, Chief Executive, Automotive Division, Mahindra & Mahindra said, The pickup industry in India is more than 6500 vehicles per month and increasing With the bulk market share that we command, the onus is on us to suggest superior products thereby driving the industry growth. Launch of the Genio threatens to canablise the market share of own Mahindra Bolero pickup. Though, Jejurikar is expectant that the new product won’t eat up into Bolero’s market. He added, Genio will not canablise Bolero’s market as they are targeted at different client base. And even if it happens, it will help the section grow overall.
The Genio has been developed with an investment of rupees 225 crore and Mahindra claims that more products on the similar platform are in the pipeline. Looking at the value-for money quotient of CNG powered motor vehicles; Mahindra is also working on a CNG powered variation of the Genio on priority basis, which will be followed by a dual cab pick-up version on the similar platform in future. At present, Mahindra Chakan plant has a capacity of producing 2000 Genios per month, which can be expanded to meet with the market demands. Mahindra is also eyeing the export markets where it’s already selling the Bolero and the Scorpio pickups. For at the present the Genio has been developed for the Indian market only. We are looking at select export markets, but that will happen only after 6 months, Goenka said. The Genio is available in BS-IV variation as well which will be around Rs 15000-18000 dearer than the BS-III version. Offered in four smart colour options – Silver Shine, Marvel Granite, Diamond White and Skyline Blue, the Genio will be available across 70 dealerships at the time of the launch. And by mid February 2011, the pickup will be accessible across Mahindra CV dealerships pan India.