Mahindra’s SUV Exports Struggle Domestic Success Not Translating Abroad

Mahindra’s Popular XUV3XO and XUV400 Fall Flat in International Markets

In a recent report on car exports for July 2024, Mahindra’s SUV exports have revealed a significant disparity between domestic success and international performance. Despite Mahindra’s SUVs being a hit in India, their popularity has not translated into strong sales in foreign markets.

Domestic Market Triumphs

Mahindra’s latest release, the XUV3XO, has captured the attention of Indian customers, with an impressive average of 20,000 bookings per month. The SUV is priced between Rs 7.49 lakh and Rs 15.49 lakh (ex-showroom) and is available in multiple variants including MX1, MX2, MX3, and AX5. It boasts three engine options: a 1.2-liter petrol engine producing 110 PS, a 1.2-liter TGDI turbo petrol engine generating 130 PS, and a 1.5-liter diesel engine delivering 117 PS. The XUV3XO offers both 6-speed manual and 6-speed automatic transmission options.

Export Performance Disappoints

Despite its domestic success, the XUV3XO has had a dismal performance in international markets. In July 2024, only one unit was exported. The XUV400 electric car also struggled abroad, with just one unit sold. Other models from Mahindra’s lineup fared similarly. The XUV300 saw only eight units exported, the Bolero 10 units, and the Scorpio 25 units. The XUV700 led in exports with 344 units sold, but this was still modest compared to overall expectations.

Automotive experts suggest that Mahindra’s limited success in international markets may be due to a lack of recognition and lower demand for its models outside India. The company’s challenge will be to adapt its offerings and strategies to better align with foreign market preferences and standards.