Mahindra Bolero Indias no 1 SUV turns 10!
The Mahindra Bolero, India’s leading SUV and one of the flagship brands of Mahindra & Mahindra Ltd.
By: Atul Malikram
Retains top slot for four years in a row
September: The Mahindra Bolero, India’s leading SUV and one of the flagship brands of Mahindra & Mahindra Ltd. (M&M Ltd.), has completed 10 successful years of its journey in India. Since its launch in August 2000, the Bolero has evolved significantly, incorporating a host of features and aesthetics in line with the changing lifestyle aspirations of Indian consumers. This has resulted in the brand growing at an exceptional compounded annual growth rate (CAGR) of 28%.
Speaking on the occasion Mr. Vivek Nayer, Senior Vice President - Marketing, Automotive Division, Mahindra & Mahindra Ltd said “Since its inception 10 years ago, the Bolero has undergone several transformations but has always retained its core DNA of tough and rugged utility. It has a loyal fan following amongst SUV enthusiasts as is clear from the fact that it has retained the top slot for four years in a row. Further, the fact that the Bolero is ranked No. 1 in customer satisfaction in the SUV/MUV category is a clear validation of this evergreen brand’s increasing popularity.”
Having sold more than 70,000 vehicles in 2009-10, the Bolero has also become the first SUV in India to surpass the 50,000 sales mark three years in a row. The brand’s ever increasing popularity is also visible in the on-line space. The Mahindra Bolero community on popular social networking site, Facebook, has more than 50,000 fans sharing and updating their experiences.
The Bolero has also been associated with popular celebrities such as cricketers Gautam Gambhir and Robin Uthappa who own a Bolero Stinger and a Bolero Special Edition, respectively. In September 2008, M&M introduced the most powerful Bolero yet - the Bolero VLX powered by CRDe technology. October 2008 saw the launch of the Micro-Hybrid technology in Bolero SLX. This launch, a part of Mahindra’s environment friendly, sustainable mobility solutions initiative, ensures better fuel efficiency and lower emissions.
About The Mahindra Group
Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $7.1 billion Indian multinational. It employs over 1,00,000 people across the globe and enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics. The Mahindra Group today is an embodiment of global excellence and enjoys a strong corporate brand image.
Mahindra is the only Indian company among the top tractor brands in the world. It is today a full-range player with a presence in almost every segment of the automobile industry, from two-wheelers to CVs, UVs, SUVs and sedan. Mahindra recently acquired a majority stake in REVA Electric Car Co Ltd. (now called Mahindra REVA), strengthening its position in the Electric Vehicles domain.
The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the leading global business and information technology services company, Satyam Computer Services. The company is now known as Mahindra Satyam.
Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating for its first Sustainability Report for the year 2007-08 and has also received the A+ GRI rating for the year 2008- 09.
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