Mahindra & Mahindra new-look Scorpio set to hit markets this festive

Mahindra & Mahindra (M&M), the utility vehicle manufacturer, is set to launch its new facelifted sports utility vehicle (SUV) Scorpio, which is expected to hit the markets during the upcoming festive season.

According to market sources, M&M will launch its new Scorpio before the start of the festive season even as several other competitors have lined up critical launches during the festival season, considered to be an auspicious time by buyers for making high value purchases.

The company, which commands market leadership in the utility vehicle (UV) segment, has not undertaken any major launch since introducting its XUV 500. The company recently said that it would be launching 5 new products in the next 15 months. Despite the entry of new players and models within the UV category, company's Bolero and Scorpio has remained the segment favourites of the consumers. Launched in 2002, Scorpio remains one of the key models for M&M, as the iconic SUV has managed to maintain its volumes despite stiff competition. As per the estimates, Scorpio still sells around 4,000 units a month on an average.

Talking about the Scorpio, Pravin Shah, chief executive, automotive division & international operations, M&M said, "Scorpio which ruled the roads for 12 years, played a key role in actually changing the face of the organisation and transforming the SUV space in the industry."

With 12 years into the market, this rugged SUV has achieved a milestone of 4,50,000 units on the Indian roads. With an initial investment of Rs 500 crore, Scorpio was a completely indigenously designed product by 160 engineers back then. It took 4.5 years for the company to develop the product. "It was a make or break product for Mahindras as this was the only product (then), where the company had invested so heavily," said Shah.

"Even after so many years, Scorpio sales are higher than some of the newly launched SUVs/MUVs in the segment. We will continue to invest in the brand and introduce new variants and refreshes," he added. With the launch of soft-roaders like Ford EcoSport, Maruti Suzuki's Ertiga and Renualt's Duster, the market for such vehicles has increased, while the volumes for traditional rugged SUVs like Bolero, Scorpio, Tata Motors Safari etc have declined.

As per the industry estimates, sales of soft-roaders increased almost 25-30% in the last fiscal.

Despite slowing sales in the rugged SUV category, experts believe that new Scorpio will help in drawing incremental volumes for the company and the industry.