Mahindra not only outsold Tata Motors in the shrinking Small Commercial Vehicle segment but also extended its market share lead over its nemesis. Taking into account the load carrying SCV segment, Mahindra has a market share of 52% as against Tata’s 37%.
After including passenger carrying variants of the mini trucks, the market shares of Mahindra and Tata stand at 49% and 41% respectively. There are two categories in the SCV market – the sub-2 tonne category and 2-3.5 tonne category. Tata Motors controls the sub-2 tonne category where its Ace family of mini trucks enjoy a market share of over 70%.The sub-2 tonne category is still dominated by the Tata Ace family but it’s under pressure from Mahindra Jeeto of late.
However, in the 2-3.5 tonne category, Mahindra’s pickups have a market share of nearly 70%. Lack of matching products in this category is Tata Motors’ primary disadvantage. The past few years witnessed a large scale migration from sub-2 tonne to the upper segment and India’s largest automaker simply handed over the SCV segment leadership to Mahindra which has the Bolero Pickup, Genio (now replaced by the Imperio) and the new Big Bolero Pickup.Mahindra is planning to focus on rural areas to consolidate its SCV business.
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Moving forward, both companies are planning to consolidate their operations in the sub-segments they are strong in. While Tata is looking to address the niche segments within the SCV category, Mahindra plans to penetrate deeper into rural areas.