How Mahindra the Indian SUV brand is reinventing itself agai

How Mahindra the Indian SUV brand is reinventing itself again


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When the Scorpio was launched in 2002, we called it the biggest step forward for Mahindra & Mahindra (M&M) in 50 years, and it certainly was, leapfrogging the brand into a new era of products. Since then, the company has gone from being a rural player to more of a mainstream one, with a string of contemporary products which were a mix of hits and misses. But, more importantly, the success of the Scorpio gave M&M the confidence to embark on a spate of global acquisitions and alliances, and venture into new territory like two-wheelers and M&HCVs.
But did the company spread itself too thin? Were these new acquisitions a distraction from its core business? That’s the current company view, after the old guard handed the baton over to new leadership that is taking a radically different approach. Non-core businesses are being shed to concentrate purely on what made Mahindra great in the first place – full-blown SUVs.

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