M&M sees 20% growth in pick-up segment

Supported by buoyant monsoon, company expects semi-urban demand to drive growth in this segment

Automotive manufacturer Mahindra & Mahindra (M&M) has said the demand for pick-up (load) vehicles in the country would dominate the overall auto sector growth. Having a strong presence in this segment, it expects to grow 20 per cent in this fiscal.  

Supported by a buoyant monsoon this year, the company expects the semi-urban demand to drive the growth in this segment. “The farm sector demand for tractor and pick-up segment has been quite encouraging even as the service sector demand for bulk load vehicles was low,” said Mahesh Kulkarni, senior general manager, brand Pick-Up, marketing, M&M.

It sold around 103,000 units in the pick-up segment in FY13 as against the earlier year's 73,000 units. So far, this fiscal it has sold 55,000 units.

The industry size for pick-up vehicles stands at 200,000 units and the company commands a market share of 58 per cent.  Kulkarni said the industry too was likely to see a growth of 20 per cent this fiscal.

To maintain its foothold in this segment, M&M today launched its Bolero Pick-up Flat Bed in Hyderabad. Available in two variants, it is priced at Rs 5.56 lakh and Rs 5.76 lakh (both ex-showroom Hyderabad). The company plans to complete its pan-India launch by Diwali.  

Mahindra claims the new model comes with advanced ergonomics, higher load capacity of 1,250 kg, micro-hybrid technology for fuel efficiency, a three-year unlimited warranty and improved maintenance costs.   

With a monthly sales of 1,500 units, the southern region contributed 26 per cent to its pan-India sales in the pick-up segment last fiscal, of which Andhra Pradesh accounted for 400 units. “The manufacturing facility at Zaheerabad near Hyderabad would serve the South demand for pick-up vehicles,” said Kulkarni.