INDIA’S INDUSTRIAL agriculture giant Mahindra is sowing the seeds of global passenger-car ambition, and Australia has been targeted as particularly fertile ground.
The Mumbai-based tractor manufacturer turned car maker has a strategic plan to transition from farmers’ fields to suburban driveways.
And a key part is a forensic analysis of customers as it introduces a new product line – including a contemporary take on the traditional diesel ute alongside forthcoming electric vehicles.
With fresh products – the XUV700 and Scorpio SUVs – recently released, the Australian arm is priming to be at the sharp end of the mothership’s global goals.
The ‘Global Vision’ target – announced in October by Mahindra’s Rajesh Jejurikar, executive director and chief executive (Automotive and Farm Equipment) – is a two-and-a-half-fold increase in the automotive division’s revenue by the 2026 Indian Financial Year. But Mahindra wants its Australian division to perform even better than that.
That’s a tall order given the brand has been here for decades, yet is hardly on the average new car buyer’s hit list.
The Mahindra name first appeared
