Positioning the Scorpio as a car rather than an SUV seems to have paid off. | |
| "You are behind the car of the year. Behind." No one could have missed that sticker. It was Spring 2003. Barely a year since launch, Mahindra's Scorpio had picked up a string of awards including Car of the Year from an auto magazine. |
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| Today, there are as many as one lakh of these spunky vehicles on Indian roads. In just under four years, it has cornered roughly a third of the premium Utility Vehicle (UV) market, where it takes on Toyota Innova, Chevrolet Tavera and Tata Sumo. |
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| And if one were to consider the Rs 5 lakh-plus car market, in which it competes with the likes of Honda City, the Scorpio clocks a decent share of 14 per cent. |
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| In 2005-06, Mahindra &Mahindra (M&M) has sold nearly 33,000 Scorpios, 20 per cent more than it did the previous year, while the Sports Utility Vehicle (SUV) category grew at around 15 per cent. |
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| With the latest upgrade "" including a five zone rear suspension available in 7-, 8- and 9-seater options "" out in the market, the automotive team at M&M is even more upbeat. |
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| Some of the credit goes to the brand position Scorpio chose to occupy in the consumer's mind. Instead of selling as a diesel-using Sports Utility Vehicle (SUV), as it was technically designed to be, it was positioned as a car. |
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| Explains Rajesh Jejurikar, executive vice-president, marketing & sales, M&M, "What we wanted to give customers was the luxury of a car with the thrill of an SUV, at a good price value equation. In other words, a car plus." |
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| Priced between Rs 6.8 lakh and Rs 8.2 lakh, ex-showroom in Mumbai, its fuel economy worked in its favour as well. |
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| Says an auto industry expert, "The Scorpio is actually in a space of its own. There are few alternative diesel options, and so it's the best option for anyone looking for both space and a lower running cost." |
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| He goes on to add that the size and space have also endeared it to the female auto enthusiast. "If at least 10 per cent of Scorpio buyers are women, it's because they're looking for a big car, comfortable and safe." |
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| The advertising has always had a look of international affluence to it, and the launch advertising campaign on TV (agency: Interface) did a smart thing by minimising the chances of alienating female interest. |
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| Overall, the intention was to overcome the possible perceptual problems posed by "the rugged and tough Mahindra image" in the luxury segment, while also claiming an endorsement from the parent brand on reliability. Hence: "Scorpio from Mahindra". |
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| What's more, it was never afraid to challenge its rivals. It was unabashed. Remember, "Cars will suffer from low self esteem "? Or the latest: "Divorce your car"? This in-your-face style of communication seems to have paid off. Scorpio has been winning brand switch after switch. |
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| The total investment on the Scorpio has been Rs 640 crore so far, including expenses on the "CRD engine" fitted last year. It's money well spent. |
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