M&M eyes 10% market share in scooter segment

Mahindra and Mahindra Ltd (M&M), which entered the two-wheeler market in 2009, is looking to increase its market share by up to three per cent in the scooter segment, with a series of new launches. The company has launched two new scooters and is planning to launch three motorcycles this year.

“Five new launches have been planned for this year, including two scooters and three motorcycles,” said Viren Popli, senior vice-president, strategy and market development–two wheelers at M&M.

A few months after the Duro DZ scooter was launched, the company brought Rodeo RZ to the streets today. Three motorcycles, including Mahindra Mojo, will be launched later this year.

“With these launches, we are hoping to increase our market share to eight to 10 per cent from seven-eight per cent in the scooter segment. The environment is challenging, but there is never a bad time to launch the products and give consumers a choice,” said Popli.

The new Rodeo RZ, with a 125-cc engine, is targeted at the urban youth, looking for style and power.

“During our market search, what we found was the Indian family sizes are increasing and so do the need for a scooter with power. Besides, Indian roads with steep flyovers require good pick-up,” said Popli.

Duro DZ also comes with a 125-cc engine. The high power scooter segment (110-125-cc) is seeing fast growth.

When asked whether the company’s focus will be on the 125-cc segment, he said:

“The two-wheeler game is not about CC segmentation and Mahindra’s focus will not be on the segmentation; it will be based on consumer needs. Mahindra is also studying the rural segment keenly. We may look at a special product for the rural market.”

The company has sold 350,000 two-wheelers (Duro, Rodeo and Duro DZ) since 2009. M&M has been selling 10,000 units of Duro DZ a month since its launch in February.

“With Rodeo RX, we hope to get to 4,000-5,000 (units) as quickly as possible and the capacity is not a constrain for the company. Currently, the company’s manufacturing facility at Indore can produce up to one million units a year,” Popli said.