Aided by its strong pickup portfolio and new launches in the sub-1 tonne space, Mahindra & Mahindra has managed to outrun Tata Motors, the hitherto undisputed king of small commercial vehicle segment. In the first six months of this fiscal (April to September 2015), Mahindra established a strong market share of over 50% in the SCV cargo category (0.5 – 3.5 tonne GVW).
Tata Motors which held a market share of 48% in this space slipped to second place with a share of 36.55% in the first half of FY2016. In the sub-2 tonne category, the Tata Ace series still holds an unshakable market share of 83% but when it comes to 2 – 3.5 tonne sub-segment, Mahindra has a clear upper hand with a share of nearly 70%.The Mahindra SCV sales growth is driven by the Bolero and Genio pickups (image) which command nearly 70% market share in the 2-3.5 tonne cargo category.
It’s interesting to note that M&M’s market share received a boost when the whole segment witnessed a downfall of 30% in three years. The newly launched Mahindra Jeeto mini truck (Ace Zip rival) has been doing a very good job for the company. Mahindra says that the Jeeto immediately resulted in its sub-2 tonne cargo segment share more than doubling to 23%. With the launch of Supro Van and Maxitruck, the automaker is hoping boost its SCV market share even further in the coming months.
In order to counteract its rival, Tata has recently launched Ace Mint and Ace Mega variants. It is also working on refreshing its existing models and launching new ones. ET reports that a Mahindra Bolero Pickup rival is in the making in addition to a refreshed Xenon to take on the upcoming Genio facelift.
This intense battle will result in both manufacturers constantly updating their products and launching new ones in the coming months.