Mahindra & Mahindra (M&M) is launching a new range of pick-up trucks under the Bolero Maxx brand. Addressing a news conference in Ahmedabad on Tuesday, M&M’s strategy head Rajeev Mehta said the new model comes with an improved engine, wider cabin, enhanced cargo space and several Web enabled features that will allow owners to plan routes, track the vehicle and monitor its health.
The price ranges from Rs 7.85 lakh for the City model to Rs 9.53 lakh for the more powerful HD (heavy duty) model. The range is available in two colours: white and gold, with the later version priced Rs 5,000 higher. The new range has a payload of 1,500 kg and mileage of 17.2 km/litre.
The Bolero range of small commercial vehicles was launched in 2006 and according to Mr Mehta, it has a 60% market share. “We started by selling one lakh units in 2006, which went up cumulatively to five lakhs in 2013, ten lakh in 2017 and 20 lakh units in 2023,” he said. M&M has 24 dealerships in Gujarat and has so far sold 70,000 pick-ups in the State. Total volumes for the FY23 stood at two lakhs, of which 20,000 units were sold in Gujarat, making it the second biggest market for the company.
Asked why the company was using the SUV brand (Bolero) name for its trucks, Mr Mehta said that the plan is to eventually drop the Bolero name and market pick-ups under the Maxx brand name.
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