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Mahindra has been slowly rising through the ranks in the Indian market and has gone on to build quite a stature for itself in the country. Not being limited to the domestic market the Indian maker has also spread its feet in the North American market with the likes of Roxor off-road SUV. A purely homegrown brand, Mahindra has cut itself a distinct identity in the Indian market. Today we take a look at the factors that make Mahindra one of the most famous brands in India and what gives its vehicles almost cult like following in the country.
Tried and Tested Utility
Step into any of the small city or rural area of India and you will be greeted by Mahindra cars all around. Mahindra’s range of utility vehicles and their rugged nature not only make these vehicles the perfect machine to tame the wild roads that India has to offer, they also offer good ride quality on bad roads. Take the case of Mahindra Bolero, the vehicle is a huge hit in the small towns and villages of India because of its rough and tough nature and relatively well-appointed interiors. There is a reason behind Bolero’s 18 hit years in the Indian market and that is the tried and tested reliability as well as utilitarian nature of the SUV. Not to mention that Mahindra also offers Bolero in various configurations that cater to the demands of every segment of customers.
Not only are Mahindra vehicles some of the most affordable offerings in their segments, the brand value and the reliability of these vehicles also make for good resale options. Models like XUV500 and TUV300 are some of the most affordable vehicles in their segment and still pack a punch like no other rival. Then comes Thar SUV that has gone on to become an off-roaders and modifier’s deslight in the Indian market.
There was a time when one associated a Hindustan Ambassador with the government in the Indian market, thereby making it kind of a power vehicle in India. Now the same can be said about Mahindra SUVs, especially the Scorpio, which remains the first choice of leaders in large part of the country. Not to mention that the butch stance of almost all the Mahindra SUVs in the market makes them hard to miss on the roads. The legacy of the brand has also been aided by several Bollywood movies that make use of Mahindra vehicles!
This is one factor that is an absolute must for a brand to have to succeed in a country as large as India. A Mahindra customer can be assured of finding an authorised Mahindra workshop nearby in any part of the country. Also the brand has a strong supply chain of spares that means quick and affordable repairs for customers. Lastly, the sheer volume of Mahindra SUVs in the market means that even local mechanics are well-versed with the vehicles and can offer a quick fix on any corner.
The overall tried and tested nature of Mahindra vehicles and the ease of availability of spare parts means that the owners of these SUVs can easily trust that their vehicles will last for a long time to come. Of course, proper maintenance is also a must and while Mahindra may not be a Toyota or Honda when it comes to build quality, but it sure can boast of being a manufacturer of vehicles that last for a long time on the road.
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