M&M can export up to 20 customised vehicles

Published: 13th May 2009
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Mahindra & Mahindra (M&M), the market leader in the utility vehicles(UV) segment with a 57 per cent share, is planning to export customised vehicles as collectors items. Customisation would be done on its existing platforms like the Scorpio, Bolero and the Classic and can eventually offer value-adds on the newly launched Xylo. The range include the Bolero Inspira, Bolero Stinger, Bolero Limited Edition, Scorpio First, Scorpio Body Kit, Scorpio Gateaway Lifestyle, and the Souvenir Concept, which is an adaptation of the Jeep-look alike vintage UV called the 'Classic' as M&M does not own the 'Jeep' brand. J S Nanda, deputy general manager, automotive sector and the head of customisation, M&M, said that these vehicle attracts the customers of Saarc countries, South Africa and Egypt. But, the number of exports would be limited considering its reputation. The company can export 10-20 vehicles of a type as collectors items. Besides exports, the company has plans to leverage the vintage value of some its cars like the Classic and sell them to resorts and boutique hotels for desert and wildlife safaris. Nanda siad that the CL 550 Major, that is an offshoot of the of the Mahindra CL series or the Mahindra Jeep, is under production and we are keen to leverage the cult value of the brand. It is present in this customisation segment for the last two years and has already supplied customised fleet to companies like Kingfisher Airlines, Bayer India, apart from car rental companies, police and municipal and forest departments. A Mahindra spokesperson claimed that as the company is the only player in the UV segment to offer customised solutions to our customers, there is no competition. The price premium depended on the degree of customisation, these were typically priced around Rs 3.5 lakh above the base models. M&M also provide custom-made cars to the celebrities. This they do to popularise the concept of collectors' edition of vehicles. last week in Delhi, the company delivered the keys of a customised Bolero Stinger to Indian cricket team opener Gautam Gambhir. Another day they delivered a tailor-made Scorpio Gateaway Lifestyle to Bhaichung Bhutia, Indian football team skipper that has a motorised sun-roof, stainless steel guards all over, a cargo bay with a motorised cover as well a BB15 etched on the car's seats and the sides. Vivek Nayer, senior vice-president, marketing, automotive sector of M&M, said that this way they can connect with the customers. He also informed that while the price is fully depended on the degree of customisation, these were typically priced around Rs 3.5 lakh above the base models.

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