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  • 7 May 2022

  • 7 May 2022

Mahindra and Mahindra Automobiles: To Rise the Driving Purpose

Mahindra and Mahindra is a federation of companies, which is bound by one purpose – to Rise. Inspired by this spirit, its legacy, values, andthe goal always positively impacts its partners, stakeholders, communities, and the world at large, and remains unshakeable.


It has made humanity an innate desire to Rise the driving purpose. The company challenges conventional thinking and innovatively uses resources to drive positive change in the lives of the stakeholders and communities across the world, and ultimately enables them to Rise. This purpose is why the company exists, comes to work every day, and strives continuously in delivering its promise.


Mahindra, founder

Mr. Jagdish Chandra Mahindra was an Indian industrialist and co-founder of Mahindra & Mahindra, who came up with an ambition that led to the start of the company.

He joined hands with K.C. Mahindra and Ghulam Muhammed, but Ghulam Muhammad left the company, and later K.C. Mahindra and J.C. Mahindra decided to manufacture Willys Jeeps in Mumbai, which brought the success story of Mahindra and Mahindra vehicle manufacturing company.

Business Model

Mahindra & Mahindra, business model

1) Requirement of Target Customers

Customers have various needs, objectives, and experiences, and every company needs to fulfill its expectations. It is significant to understand customer needs and objectives that correspond to different kinds of satisfaction.

The company deals with the Satisfaction of the customers, which brings long-term success to the business, and brings comfortable vehicles with perfectly designed associated with excellent seating, ride quality, noise insulation, and features to improve the experience of its customer.

High consumer satisfaction leads to bring more sales and prosperity to the business. Satisfaction takes place when the expectation of customers is fulfilled everytime, which ultimately keeps them engaged with the services. It ultimately provides safety to the customers, and fulfills all their requirements.

2) Designing Process

This process starts with a simple sketch, which gets aligned with innovative ideas, and brings more ideas to the design. It focuses on appealing and attractive designs. This process is followed by detailed sketches on digital tablets, which design the whole dimensions of the Car.

The next process brings the clay modeling, which shows the realistic view of the car to the designers. The designers further check all the interior and exterior designs and ensure that all the work is done properly.

Ultimately, the Engineers test for aerodynamics, safety, hot and cold weather, fuel economy, electrical functionality, cost analysis, and more.
Once the design gets approved, then the manufacturing process begins.

3) Manufacturing

The sheet metal parts form side frames, doors, hoods, and roofs, which are later added to the mainframe of the car.

Once the frame gets ready, then the parts get ready to assemble, and the car will be loaded onto a production line. It is then followed by fitting, welding, soldering, screwing, and gluing parts onto the car. Once the parts of the body are manufactured onto the car properly, then it undergoes detailing.

This includes cleaning, layering chemical formulas for protection against corrosion and scratches, and painting. Ultimately, the engine, transmission, axles, and exhaust systems are installed into the car and the tires are furnished so the car can stand on its own.

4) Testing & Quality Analyses

In order to provide a safe and secured journey to the customers, the company checks the imperfections left in the interior and exterior design.
The company checks the quality of the engine, adjusts the steering alignment, the headlights are checked for brightness and reach, and the brakes are tested for safety.

Its interior and exterior are checked and are tested under heavy water pressure to find the leaks. Ultimately, electrical units are checked, which is followed by crash testing, airbag testing, and seat belt performance. After all these processes, the car is presented in the market.

5) Government Certification

There are few government-certified agencies in our country out of which the most important one is the Automotive Research Association of India (ARAI); apart from that Vehicle Research & Development Establishment (VRDE) and International Centre for Automotive Technology (ICAT) which play their respective roles.

6) Sales and Services

Sales mark its importance in being one of the crucial parts of the whole journey. Vehicles are brought to the showrooms and are generally serviced at authorized service centers.

Automobile Services

Mahindra & Mahindra, revenue model


The management team of the company wanted to play a crucial role in the urban market, and it came up with Bolero. Bolero was born in the year 2000, and was a fully-loaded vehicle, and was the first vehicle from Mahindra to get an independent front suspension, which marks its importance in enhancing comfort, ride, and handling.

The ruggedness of the vehicle is very beneficial for the customers, specifically in rural areas. This feature makes the Bolero extremely popular in semi-urban and rural parts of India. In 2006, after tremendous consumer research and competitor analysis, it was repositioned as an Entry Level exciting, stylish, vibrant, and affordable SUV for the youth and upwardly mobile consumers, that comes with a tagline - Take on Anything.


With the association of special features, such as cornering headlights, tyre pressure monitoring system, Cruise control, projector headlights, and more, Mahindra Scorpio was launched in 2002 as the first SUV in India for urban areas.

It is an Indian SUV designed with a high seating position. It serves the people with proper service, and power delivery, which makes the people relax while driving. It is associated with innovative features, that give a luxurious feel to the customers.


XUV700 was launched in August 2021, by replacing XUV500, and came with unique features, such as a leatherette seat, and leather steering and gear lever, its base variant offers an eight-inch touchscreen infotainment system with Android Auto and a seven-inch instrument cluster, whereas the entry-level variant offers smart door handles, steering mounted switches, day/night IRVM, and power-adjustable ORVMs with turn indicators.


XUV300 marks its launch in India in February 2019. The XUV 300 is a new compact SUV developed by the company primarily for the local Indian market. It shows its attribute in being powered by a 1.5-liter turbocharged diesel engine, which produces 115bhp of power and 300Nm of torque. It is the only Sub-compact SUV that offers Dual-zone climate control, and also comes equipped with segment-leading all-4 disc brakes. Premium features, sharp design language, powerful engines, and solid built quality. All these features have made it the safest car of the company.


Thar marks its importance in being an iconic car since the time the car was born. It has got huge success due to its design and rigidity and has got a lot of features and upgrades over the previous one.

It has taken initiative to reach a wide range of audiences with the new model. It has featured everything, right from the fit and finishes to equipment and the design.

Mahindra has taken efforts to make it look more awesome. It is associated with 7.0-inch touchscreen infotainment system with Android Auto, Apple CarPlay and navigation, Cruise control, among others, toggle switches, and carbon fiber touch on the dash. It has come with front seats that are exceptionally comfortable.


Marazzo marks its launch in India in September 2018. The company got inspired by Shark design and made a beautiful, exceptional, and eye-catching design, which is a bold and aggressive cab with a forward front facia, which immediately attracts the attention of the customers.

Marazzo marks its importance in being the first-ever car to sport front-wheel-drive instead of the rear one while being built on ladder-frame chassis, which results in the elimination of the floor hump which makes the middle-row comfortable for three passengers in the 8-seater variants. Marazzo provides people with a pleasing experience with all of its features.


Alturas SUV marks its launch on November 24, 2018, which is the first premium full-size SUV. It shows its attribute in having a dual-tone front bumper with LED DRL strips and flared wheel arches with dual-tone alloy wheels. At the rear, the SUV consists wrap around taillights and a dual-tone bumper, along with dual-tone interiors with an 8-way power-adjustable driver seat associated with memory function Dual-zone automatic climate control with ventilated seats 360-degree camera, Ultra protection with 9 airbags Active Roll-over Protection.


E-Verito was launched by the company in June 2016, for the first time in India. The Mahindra Electric eVerito is the only all-electric sedan. It is a saloon car which is also known as the sedan. It marks its importance in being an important milestone for Mahindra.

The car has the capacity to run 140 km even with a single charge with its electric motor and a 72V lithium-ion battery pack. It runs at 86 kmph and is available in three variants.


KUV100 is the first-ever mini compact SUV from M&M, which was launched in January 2016. It has invited the Bollywood actor Varun Dhawan as the official brand ambassador for the KUV100.

The gear lever is placed properly which shows its attribute in being easy and convenient to be used and is also associated with the two brand new engines. It comes with ABS - anti-locking braking system and the airbags are offered as a base variant. The company has also focused on its safety for the passengers, which attracts the attention of the people towards it.

Revenue Model

Mahindra & Mahindra, revenue model

Bolero shows its sale of around 65,313 in the year 2021, which brought 40 billion in revenue to the company. XUV300 too has earned around 40 billion with the sale of 47,432 models. With the sale of 36,945 models, Scorpio has earned around 48 billion.

Whereas Thar shows its sales of 32,139 models and earned 42 billion. Marazzo shows its sales of 1,816 which has brought around 16 billion in revenue to the company. Altura has brought revenue of 1 billion with the sale of 419 models, whereas e-Verito has earned around 20 Million with the sale of 23 models.

[The images are being taken from the registered companies and belong to their respective owners only.]