Mahindra bolero milestones

Mahindra Bolero: Milestones

Launch & Background

• Launched in 2000

• Changed the perception of MUVs as vehicle for farmers

• Delivering the brand promise ‘Luxurious Toughness’

Brand Repositioning

• Re-positioned and re-launched Bolero as an entry level Sports Utility Vehicle (SUV) as against a plain Utility Vehicle (UV)

• Attitude of ‘Take on Anything’, offering an affordable, stylish option for young, upwardly mobile consumers

Change In Owner Profile Post Relaunch

Research has shown that the new Bolero user is a lot younger compared to earlier

Attributes behind the Bolero’s path breaking performance

• A superior value proposition as stylish, affordable SUV for the youth

• The aspirational imagery

• CRM led brand activation and a customer centric approach

• A brand portfolio strategy with variants targeted at various customer segments

• Sustained customer saliency and interest through unique activities such as product customization and Special Editions

Other supportive attributes

• Leveraging the Mahindra heritage of tough, rugged vehicles

• Stylish and luxurious statement

• Price variant appealing different target group

And the Result

Mahindra Bolero emerged as India’s No.1 Sports Utility Vehicle brand in 2006-07 and has continued to

occupy that pedestal for 4 years in a row

Volumes, shares and growth

• Since 2006-07, the brand has out-performed the passenger hard tops category with a CAGR of 23% (category CAGR 7%) and has therefore increased its market share from 19% to 29%

• About 75-80% of the sales volumes are from smaller towns and the remaining 20-25% from metros.

Volumes, shares and growth

Data Sheet 2006-07 2007-08 2008-09 2009-10

Passenger hard top volumes 201380 218772 196226 244047

Growth 16% 9% -10% 24%

Bolero volumes 37715 51017 55924 70554

Growth 9% 35% 10% 26%

Market share 19% 23% 28% 29%

Way Ahead…

• Going ahead, the Bolero will continue to dominate the SUV/UV/MPV space

• Its superior value proposition and rugged appeal, coupled with Mahindra’s customer centric approach to the business will help it retain competitive advantage on a sustainable basis

for more information visit: www.mahindrabolero.com

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