There is some serious disconnect in what Mahindra is doing with its 2 wheeler portfolio and what it can/should do..
If you are an Indian just close your eyes and tell me the words that automatically come to your mind when you hear, “Mahindra”.
I bet that the words would be something like:
- Jeep / SUV, Rugged/Strong, Off Road Vehicles, Outdoors / Adventure
Now open your eyes and lo behold, in front of you is kept the Mahindra Pantero/Centuro..!! I mean W#% right?
Now close your eyes again.. think about the words that come to your mind when you hear the name “Mahindra”.. open your eyes and if you see the following... what would be your reaction?
Fits the bill perfectly for Mahindra and all the word associations that come with Mahindra brand right..??
The model above is the BMW R1200GS, the most famous model which has spawned a genre of motorcycles called “Adventure Touring Motorcycles”.. motorcycles which can go anywhere, tour anywhere.
Adventure Touring Motorcycles are basically dual purpose /on off road models that are bigger/heavier/ in body work, with beefier suspension and a healthy torquey engine when compared to light weight off road models like the Hero Impulse. Adventure Touring Motorcycles are the SUV equivalent among 2 wheelers.
What Mahindra can do
Just plonk in the 300 cc motor which they are supposed to be developing for the oddball Mojo (yuck what a name for a motorcycle), develop a chassis and suspension around it and get/outsource a design firm that can do a proper Adventure Tourer styling.
When Yamaha could miniaturize the R1 into the R15, why can’t an Adventure Tourer be miniaturized to suit the evolving desi taste?
Why it might never happen
Ok so the top management guy at Mahindra2Wheelers drafts a plan/strategy to introduce such a “desi” Adventure Tourer model in India. One that fits the image of Mahindra like a glove. But he will be asked about the sales potential/market size for such a model. Now what would he tell..??
Blank.. Silence.
After all there is no precedent in India to estimate the market size for such a “risk/gamble”. Yeah.. this is the reason why models like Pantero/Centuro slip out in the market, even though have very slim chance of selling successfully alongside the world's largest selling models / giants (like Splendor / Passion / Discover) and even though they might not even remotely represent what brand Mahindra stands for.
Sad but true.
Now close your eyes again.. think about the words that come to your mind when you hear the name “Mahindra”.. open your eyes and if you see the following... what would be your reaction?
Fits the bill perfectly for Mahindra and all the word associations that come with Mahindra brand right..??
The model above is the BMW R1200GS, the most famous model which has spawned a genre of motorcycles called “Adventure Touring Motorcycles”.. motorcycles which can go anywhere, tour anywhere.
Adventure Touring Motorcycles are basically dual purpose /on off road models that are bigger/heavier/ in body work, with beefier suspension and a healthy torquey engine when compared to light weight off road models like the Hero Impulse. Adventure Touring Motorcycles are the SUV equivalent among 2 wheelers.
What Mahindra can do
Just plonk in the 300 cc motor which they are supposed to be developing for the oddball Mojo (yuck what a name for a motorcycle), develop a chassis and suspension around it and get/outsource a design firm that can do a proper Adventure Tourer styling.
When Yamaha could miniaturize the R1 into the R15, why can’t an Adventure Tourer be miniaturized to suit the evolving desi taste?
Why it might never happen
Ok so the top management guy at Mahindra2Wheelers drafts a plan/strategy to introduce such a “desi” Adventure Tourer model in India. One that fits the image of Mahindra like a glove. But he will be asked about the sales potential/market size for such a model. Now what would he tell..??
Blank.. Silence.
After all there is no precedent in India to estimate the market size for such a “risk/gamble”. Yeah.. this is the reason why models like Pantero/Centuro slip out in the market, even though have very slim chance of selling successfully alongside the world's largest selling models / giants (like Splendor / Passion / Discover) and even though they might not even remotely represent what brand Mahindra stands for.
Sad but true.
Related Posts
- Mahindra Mojo Spied [Mar 2013]
- Mahindra Pantero/Centuro launched [Jan 2013]
- Guide to International Motorcycle Categories[Jul 2010]
Disclaimer:
This is to remind that the Views or Opinions in the blog are entirely mine unless explicitly stated. The Views and Opinions published in this blog should in no way be related to any other person or organization associated -- directly or indirectly -- with me.
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