The year 2024 has heralded impressive milestones for the Mahindra brand in South Africa including a production milestone at its Durban facility and 20 years of the Indian brand in South Africa. We attended a media engagement as part of an announcement for their future.
Mahindra & Mahindra Ltd as they are also known function as a global automotive leader and have as of 2024 celebrated 20 years of presence in South Africa. To celebrate, the automaker invited media to embark on a drive from Johannesburg to Sun City, where a conference on Mahindra’s legacy and future vision would be hosted.
Since launching the utilitarian Bolero in 2004, Mahindra has steadily expanded its model range, infrastructure, and dealer network. Notable models like the Scorpio (2005), Pik Up (2007), and XUV500 (2011) have cemented Mahindra’s growth in the local market and expansion into different segments. Following the introduction of the XUV500 in 2011, was the KUV100 in 2015. Mahindra’s growth extended to business diversification in 2016 with the “Powerol” generator line and construction equipment in 2017. Also dotted in this history of growth was the induction of the first South African assembly facility in Durban in 2018. By 2024, it had produced 20 000 locally assembled vehicles and announced plans for a larger plant to meet growing market demand.
The company earned accolades, including NADA’s Gold award, in 2019, as it introduced agricultural products. The record-breaking XUV700 and Karoo Pik-Up were launched in 2022, with the brand being recognized as the fastest-growing for a second time.
Mahindra’s 27% annual sales growth and 95 dealerships across South Africa reflect its ongoing success. Celebrating a journey over 20 years, the brand has launched the highly anticipated XUV 3XO, which is priced and positioned to tackle the ever-cut-throat subcompact crossover SUV segment with a welcoming price tag. Looking to the future, Mahindra remains committed to innovation and customer satisfaction, and bolstering their reputation with quality and value for money.
“The launch of the XUV 3XO marks a significant milestone for Mahindra South Africa’s 20-year journey. With advanced technology, standout design, spirited performance, superior SUV comfort and truly world class safety that define the modern Mahindra brand. At the same time, it remains true to the core principles of quality, value and exceptional customer support that we have upheld since we first entered the market in 2004. With our upcoming assembly facility and continued investment in the local market, we are laying the foundation for even greater success in the years to come.” Rajesh Gupta, CEO – Mahindra South Africa.
While the past 20 years have seen Mahindra generally playing in the background, slowly increasing market share, the Indian automaker mentions that this is a new beginning with the firm being at home in South Africa. What this PR jargon translates into, is an automaker that has fixed targets set for both its passenger and light-commercial vehicle segment, to become a prominent player and appeal to the mass market.
A few short-term details have been shared on how exactly this will be done. As local cricket fans may already be familiar with, Mahindra has already commenced with a partnership in the local T20 franchise and has a music, art and fashion carnival planned for February 2025. Pairing this with a still-clandestine lineup of new-energy vehicles over the next few years should put Mahindra in good stead to achieve these goals.
Source : Carmag.co.za
