Mahindra enters Ecuador market with launch of Mahindra Vehicles







Published by Gerald Ferreira Date: December 5, 2011
Categories: Mahindra, Mahindra Corporate News

Mahindra & Mahindra Ltd., one of India’s leading automotive brands with a growing global presence, today made its debut in the Ecuador market with the launch of its Scorpio platform- Sports Utility Vehicle & Mahindra Pik-Up range (single cab and double cab). Indianegocios, belonging to the renowned Eljuri Group will be Mahindra’s distributor in Ecuador for vehicles and agricultural tractors.

“Mahindra has carved a distinct niche for itself in markets across the globe with its unique combination of rugged utility and style. We are now delighted to launch the Mahindra product range in Ecuador, a market which has strategic importance for Mahindra in the Andean region. Our partner, Eljuri, is one of Ecuador’s oldest and most respected groups and their sound knowledge of the local market coupled with professional expertise will ensure our success. With this launch, we have further expanded our extensive footprint in the South American market where we are present in Brazil, Chile, Paraguay, Peru and Uruguay” said Mr Pravin Shah, CEO , International Operations, Mahindra & Mahindra Ltd.

Elaborating on Eljuri’s association with Mahindra in Ecuador, Mr. Marcos Malo, President, Indianegocios of Eljuri Group, said, “It is an honour for us to represent Mahindra products in Ecuador which is in tune with our objective of offering the customer world-class vehicles at a competitive price. With its tough and rugged DNA, fuel efficient nature and go anywhere capability, we believe that Mahindra vehicles have a strong value proposition which will make them the preferred vehicles in their segment.”

The total size of the auto industry in Ecuador for this calendar year upto Sept 2011 is 101,944 units. Of this, SUVs and pick up contribute 42% of the total market, which ensures significant potential for the Mahindra brand in Ecuador.

About the Mahindra Pik Up range

Go Anywhere Ability

The Mahindra Pik-up combines rugged underpinnings with a muscular engine to give you a go-anywhere ability. The famed mHawk engine pumps out 120 HP of power and 270 Nm of torque accompanied by a flat torque curve. This coupled with electronic transfer case means you can seamlessly switch between 2WD and 4WD – High and Low modes and tackle the toughest of terrain.

Aggressive Style

With a muscular new grille that stands out, the stance of the Mahindra Pik-up is unmistakably aggressive. The road armour wrap-around bumpers provide the Mahindra Pik-Up with a muscular appearance, and the striking new bonnet scoop adds grunt to the vehicle's aggressive bearing. Sporty headlights, fog lamps and 'pull type' door handles provide additional curves and muscle to the chunky design. All this coupled with stylish alloy wheels and fog lamps make the Mahindra Pik-up stand out on the road.

Loaded with features

The Mahindra Pik up is loaded with the latest in convenience features. A tiltable steering wheel gives the best driving position for relaxed cruising. The 2 DIN audio system is a true audiophile’s delight and can even play music off USBs and SD cards. Cruise control lets you take your foot off the throttle as you drive along at the set-speed, adding to the driving comfort. The audio controls on the steering wheel enhance the driving comfort and let you concentrate on the road. All these, along with power windows, central locking and remote fuel lid opener make it a truly convenient pick up.

Safe as a vault

The Mahindra Pik-Up has all the necessary safety gear to protect its occupants. The steering column is collapsible and gets out of the way of the driver in a collision, thus reducing impact. Side intrusion beams reduce the impact in case of side collision. Crumple zones effectively absorb the energy of a collision, thus, reducing the amount of energy transferred to occupants. Anti-lock brakes reduce the chances of wheels getting locked in emergency braking, thus increasing steering control. Air-bags deploy instantaneously in a collision and reduce the impact on occupants. It’s safe to say, the Mahindra Pik-up is safe as a vault.

About the Mahindra Scorpio

The Mahindra Pick up has been built on the Scorpio Platform. Launched in 2002, the Mighty Muscular Scorpio won three ‘Car of the Year’ awards (BBC World’s Wheels, CNBC Autocar, BS Motoring) in its launch year and is one of the most awarded automotive brands in the country.  Through 2010-11 as well, it edged out most SUVs and emerged ‘The Most Appealing Sports Utility Vehicle’ in the J.D.Power Asia Pacific 2010 India APEAL (Automotive Performance, Execution and Layout Study).  The Scorpio also topped the SUV/MUV category in the TNS Total Customer Satisfaction Study 2010.

Known for its inherent tough and rugged ‘Mahindra DNA’ , the Scorpio continued to outperform other SUVs in 2008, 2009 and 2010 at the Raid de Himalaya, one of the most gruelling rallies on the Indian motorsports calendar.

The magic of the Scorpio is reflected in the array of impromptu fan clubs initiated by customers over the years. The brand is also strongly represented by its customers in the virtual world: from thriving Scorpio communities on the web, to Scorpio owners exchanging notes and sharing online travelogues on blogs and various other forums. Today, its popularity can be gauged by the fact that it is the No.1 Auto Brand on Facebook India & the only Auto Brand in the Top 15 brands of Facebook.  Currently, the Scorpio fan base on Facebook has crossed more than 6 lakhs.