Image credit: auto.mahindra.com

Synopsis

M&M wanted to make a vehicle that not only offers good off-roading capabilities but also has the sophistication of a modern SUV. Keeping this in mind, it built the new Thar, which has received 78,000 bookings in a year since launch. Interestingly, 50% of the demand has come from metro cities. How did M&M make Thar’s product positioning work?

Fortis fortuna adiuvat.The Latin proverb — or fortune favours the brave in English — could be an apt match for a tagline of Mahindra & Mahindra (M&M).When most automobile pundits were busy writing obituaries of 4×4 vehicles in India, the Anand Mahindra-led automaker made a brave move. On October 2, 2020, it rolled out the all-new Thar, an affordable lifestyle off-roader — a first in India.The market responded with a loud ‘yes’ and

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Nov 9, 2021, 12:01 AM IST

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