Brand In Focus for 2024: Mahindra Auto

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Mahindra’s Vision: Expanding Horizons with Seven New Trademarks

Mahindra, a prominent player in the Indian automotive market, has set its sights on an expansive future with the trademarking of seven new names, signifying its venture into the production of a larger, 5-door version of the popular Thar SUV. The new names include Armada, Cult, Rex, Roxx, Savannah, Gladius, and Centurion. These names, when used as suffixes to ‘Thar,’ will denote the distinct identity of the larger variant. While the Armada holds a historical significance as a flagship product introduced in the early 1990s, the other names are entirely new, aimed at creating a unique identity for the extended-wheelbase Thar.

 The Resurgence of Armada

Source – Team BHP

The Armada, having been a predecessor to the Bolero, was known for its urban appeal, drawing inspiration from Jeep SUVs and offering a more premium alternative to the Commander SUV of its time. Although the Armada was eventually succeeded by the Bolero in 2001, its nameplate resurfaces with the potential to evoke nostalgia and serve as a fitting choice for the 5-door Thar.

 The 5-Door Thar: A Strategic Move

The 5-door Thar is part of Mahindra’s strategy to broaden the appeal of its rugged SUV, targeting consumers who seek a robust, go-anywhere vehicle with enhanced comfort and practicality. The extended wheelbase is expected to provide more space in the second row and the boot, making it a versatile choice for various driving scenarios.

Source – Gaadiwaadi.com

 Camouflaged Test Mules and Design Alterations

Camouflaged test mules of the 5-door Thar have been spotted, indicating design alterations to differentiate it from its 3-door counterpart. Inside, the new variant is likely to feature a larger 10.25-inch touchscreen and a sunroof, adding a touch of modernity and sophistication. The powertrain is expected to retain the current 2.2-litre diesel and 2.0-litre petrol engines, coupled with the same 6-speed manual and automatic transmissions.

 Launch Expectations

The launch of the 5-door Thar is anticipated around mid-2024, with an expected price range of Rs 16 lakh to Rs 20 lakh (ex-showroom), positioning it as a premium offering compared to the standard Thar.

 Mahindra’s 2024 SUV Lineup: A Comprehensive Overview

In addition to the 5-door Thar, Mahindra has an ambitious lineup of SUV launches scheduled for 2024, covering both updates to existing models and all-new entries.

 1. Mahindra XUV400 EV Feature Update

   – Price: Rs 16 lakh – 19.5 lakh

   – Launch: Early 2024

The XUV400 is set to receive a significant update with an enhanced equipment list. Notable improvements include a larger 10.25-inch infotainment screen with wireless Apple CarPlay and Android Auto functionality. The cabin is expected to undergo redesigning to accommodate the new features, providing a more modern look. While exterior changes and mechanical updates are not anticipated, the focus is on enhancing the in-cabin experience.

Source – Team BHP

 2. Mahindra XUV300 Facelift

   – Price: Rs 8.5 lakh – 15.5 lakh

   – Launch: February 2024

The XUV300 facelift is expected to bring substantial changes to the front and rear-end, aligning it with the design of Mahindra’s upcoming BE (Battery Electric) range. LED daytime running lamps and connected LED light bars will contribute to a refreshed appearance. Interior overhauls will introduce modern elements, including a larger 10.25-inch touchscreen and the possibility of a panoramic sunroof. Engine options are likely to remain the same, featuring a 1.2-litre turbo-petrol and a 1.5-litre diesel.

Source – Cardekho

 3. Mahindra XUV700 with Captain Seats

   – Price: Rs 22 lakh – 26 lakh

   – Launch: TBA

Building on the success of the XUV700, Mahindra plans to introduce a 6-seater variant with captain chairs for the middle row. This addition aims to cater to consumer preferences for a more premium and comfortable interior layout. Potential enhancements include an auto-dimming IRVM and cooled seats. The existing engine options, a 2.0-litre petrol and a 2.2-litre diesel, are expected to continue without significant changes.

Source – The Financial Express

 4. New Mahindra XUV300 EV

   – Price: Rs 14 lakh – 16 lakh

   – Launch: June 2024

Recognizing the competitive landscape in the entry-level electric SUV segment, Mahindra plans to introduce an all-new XUV300 EV positioned below the existing XUV400. Modeled on the XUV300 facelift, it will feature BE-inspired styling, a shared interior with the facelift model, and a smaller boot than the XUV400. The XUV300 EV is slated to come with a 35kWh battery, offering a balance between range and performance. Pricing is expected to be approximately Rs 2 lakh less than the existing XUV400 range.

Source – Smartprix

 5. Mahindra XUV.e8

   – Price: Rs 30 lakh – 35 lakh

   – Launch: Late 2024

Representing Mahindra’s foray into the electric vehicle segment, the XUV.e8 is built on the INGLO skateboard platform. Conceptually aligned with the XUV700, it retains a familiar layout but distinguishes itself as an electric vehicle with unique design elements. Anticipated features include an 80kWh battery with power outputs of 230hp and 350hp, a potential twin-motor setup for all-wheel drive, and an advanced interior with three screens – a digital instrument cluster, infotainment, and a dedicated screen for passengers.

Source – Carwale

Conclusion

In summary, Mahindra’s strategic approach involves a blend of updates to existing models and the introduction of new offerings, catering to diverse consumer preferences. The lineup showcases the brand’s commitment to innovation, electrification, and delivering vehicles that meet evolving market demands.

Source – Bikesncar.com

As Mahindra gears up for an eventful 2024, enthusiasts and prospective buyers can anticipate a range of SUVs that not only offer enhanced features and capabilities but also contribute to the brand’s vision of a sustainable and technology-driven automotive future.

Mahindra SUVs 2024 – FAQs

Frequently Asked Questions

Q1: What are the seven new names trademarked by Mahindra?

A1: The seven names trademarked by Mahindra for the larger, 5-door Thar variant are Armada, Cult, Rex, Roxx, Savannah, Gladius, and Centurion.

Q2: What is the significance of the Armada nameplate?

A2: The Armada, originally introduced in the early 1990s, holds historical significance as Mahindra’s flagship product and a predecessor to the Bolero. It was aimed at urban buyers and offered a more premium alternative to the Commander SUV of its time.

Q3: Why is Mahindra introducing a 5-door version of the Thar?

A3: Mahindra aims to broaden the appeal of the Thar by introducing a 5-door version, catering to consumers seeking a rugged, go-anywhere SUV with added comfort and practicality. The extended wheelbase will provide more space in the second row and boot.

Q4: What design alterations are expected in the 5-door Thar?

A4: Camouflaged test mules suggest design alterations to differentiate the 5-door Thar from its 3-door counterpart. It is expected to feature a larger 10.25-inch touchscreen and a sunroof for a more modern look.

Q5: When is the launch of the 5-door Thar expected?

A5: The 5-door Thar is anticipated to debut around mid-2024, with an expected price range of Rs 16 lakh to Rs 20 lakh (ex-showroom).

Q6: What updates can we expect in the XUV400 EV?

A6: The XUV400 EV will receive a significant update, including a larger 10.25-inch infotainment screen with wireless Apple CarPlay and Android Auto functionality. The focus is on enhancing the in-cabin experience without major exterior or mechanical changes.

Q7: What changes are expected in the XUV300 facelift?

A7: The XUV300 facelift will feature an all-new front and rear-end design, closer to Mahindra’s upcoming BE range. Interior overhauls will include a larger 10.25-inch touchscreen and the possibility of a panoramic sunroof.

Q8: What new variant is Mahindra introducing in the XUV700 lineup?

A8: Mahindra plans to introduce a 6-seater variant of the XUV700 with captain chairs for the middle row, expanding the lineup to cater to consumers seeking a more premium and comfortable interior layout.

Q9: Is Mahindra launching a new electric SUV?

A9: Yes, Mahindra will introduce a new XUV300 EV positioned below the existing XUV400. It will feature BE-inspired styling, a shared interior with the facelift model, and a smaller boot. Pricing is expected to be approximately Rs 2 lakh less than the existing XUV400 range.

Q10: What can we expect from Mahindra’s XUV.e8 electric SUV?

A10: The XUV.e8 will be Mahindra’s first next-gen born EV, based on the INGLO skateboard platform. It will feature an 80kWh battery with power outputs of 230hp and 350hp, a potential twin-motor setup, and an advanced interior with three screens – a digital instrument cluster, infotainment, and a dedicated screen for passengers.

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