M&M targets to maintain sales

Mahindra & Mahindra (M&M), Utility vehicle market leader, is working on a new product positioning strategy to hold on to its 30% demand in March. The company had seen 5% dip in the past month and 6.5% in the entire fiscal. Now the company is looking at a three-product pitch to cover the utility vehicle market end to end. M&M auto division president Pawan Goenka said, “We are looking at a three-product pitch to cover the utility vehicle market end to end.” As part of its new post-Xylo positioning strategy, M&M has re-positioned the Scorpio as a premium pure play SUV, the Bolero as the entry-level utility vehicle and the just-launched Xylo as a people mover pegged between the two. Its Max range has been positioned below the Bolero as a rural/semi-urban pick-up type vehicle with commercial usage.

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