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Founded in 1945, Mahindra and Mahindra Limited is an Indian multinational car manufacturing corporation. It is one of the largest manufacturers of automobiles in India by production. It is a part of the Mahindra Group, an Indian conglomerate. The company started before India gained independence. The founders of the company were K.C. Mahindra and J.C Mahindra along with Malik Gulam Mohammad. Firstly, the company was known as Mahindra and Mohammad.
Later, Gulam Mohammad left the company and became the finance minister of Pakistan and thus Mahindra and Mahindra Limited was established. The company not only produces high quality automobiles, but also has a big market share in manufacturing tractors. It is the largest manufacturer of tractors in the world. In 2011, it was ranked 21st on a list of top companies in India by Fortune India 500.
It faces major competition in the car market from Maruti Suzuki and Tata Motors. The Mahindra Group, itself is a huge entity. The company has given some high powered and efficient cars to the customers. The latest model TUV300 will be available in the market by January, 2019.
Mahindra’s history dates back to the early years of independence. In 1947, the company started its business from assembling jeeps. It eventually saw business opportunity in expanding into manufacturing and selling larger MUV’s, starting with the assembly under the license of Willys Jeep.
After establishing itself as a major jeep manufacturer in India, the company shifted to manufacturing light-weight vehicles. Within no time, the company established itself as a leading manufacturer in the Indian market. In the year 1950 the company commenced the first business with Mitsubishi Corporation and 5000 tons of wagon building plates from Yawata Iron & Steel were supplied.
In the year 1953 Otis Elevator Company (India) was established. A joint venture was made with Rubery Owen & Company Limited UK and established a company under the name of Mahindra Owen. The company's Machine Tools Division was commenced its operations in the year 1958. In the year 1960 Mahindra Sintered Products Limited was established based on a joint venture with Bir Field (GKN Group UK). In the year 1962 Mahindra Ugine Steel Company was established as a joint venture between the company and Ugine Kuhlmann France. In the year 1963 International Tractor Company of India was established as a joint venture with International Harvester Company USA.
In the year 1965 the company entered into light commercial vehicles segment. They established Vickers Sperry of India Ltd a joint venture with Sperry Rand Corporation USA. In the year 1969 the company entered the world market with export of utility vehicles and spare parts. In the year 1977 International Tractor Company of India merged with the company and became its Tractor Division.
In the year 1982 Mahindra brand of tractors were launched and also became the market leader in the Indian tractor market. In the year 1991 the company introduced commander range of vehicles in the market. Also they established Mahindra Financial Services Ltd as a wholesale fund provider. In the year 1995 Mahindra Holding & Finance Limited became a subsidiary of the company to carry out business as an investment company. The company made a technical collaboration with Mitsubishi / Samcor to manufacture the Mitsubishi L300. In the year 1996 Mahindra Ford India Limited was established a joint venture with Ford Motor Company USA to manufacture passenger cars.
In the year 1999 the company acquired a major stake in Gujarat Tractors and renamed it Mahindra Gujarat Tractors Ltd. Also Mahindra & Mahindra Financial Services Ltd became a subsidiary of the company. In the year 2000 the company set up their first satellite tractor plant at Rudrapur. They launched a new age tractor Mahindra Arjun 605 DI (60 HP) in the market. Also they launched Bolero GLX (a utility vehicle) in response to the needs of urban consumers. In the year 2001 the company launched Champion a 3-wheeler diesel vehicle. They launched Mahindra MaXX a multi-utility vehicle positioned with the caption 'Maximum Space Maximum Comfort'.
Mahindra is a giant in the Indian car market. The company faces tough competition from different brands but it has risen to the challenge and provided the customers with some great innovations. The essential technologies which are already installed in the car are boosted by additions of beautiful innovations. The carefully driver-assistant designed interiors and strong exterior makes the new cars of the company a must buy for the customers. Mahindra provides great navigation system.
The audio quality inside the car has improved a lot by constant increase in the quality of speakers. The surround sound system gives it a perfect atmosphere. One major addition has been the LED lights. The headlights of newer models such as XUV500 or TUV300 have been amazing. They do an amazing job of carving out darkness in the night. Android Auto, Connected Apps, Ecosense Tech and an Emergency call functions are some new features which give a superior dimension to the car.
Mahindra introduced Ecosense which is a first of its kind technology. It enables customers to optimize their driving patterns in order to gain maximum fuel economy benefit. The system prompts for an appropriate gear shift, excessive idling and also for clutch override. Another feature Android Auto focuses on driver’s safety and minimizes distraction by projecting Android phone content on the infotainment system. It enhances the driving experience and enables customers to stay focused on road with simple, intuitive interfaces, integrated steering wheel controls and powerful speech recognition. The drivers of Mahindra also have access to Google Maps with live accurate traffic, Hands free telephony, Google play music, Internet Music, Internet Radio, Messenger, Audiobooks and Podcasts.
Mahindra has set a very high benchmark in India. The growth of the company has been revolutionary. It started from scraps and is now a giant and a fully developed company. The new technology and constant improvement in different aspects of the car is commendable. It has received high success in the market and has reached an all high in the car market. The Mahindra cars are both adaptable and driver friendly. The drivers feel a sense of safety and superiority while driving a Mahindra. Some great cars provided by Mahindra are as follows:
The build quality of Mahindra is supreme and prominent in the market. The overall structure of the car is superb along with futuristic electronic interiors and infotainment system. The new models such as XUV500 and TUV300 are strongly built with good material.
The company has regular crash tests of the newer models to improve the efficiency even more. The bigger cars look dominating and gigantic from the outside but are a little crampy from the inside. The amazing exterior does not show the full quality of the car. Mahindra has been able to work beautifully on the exterior mechanism of the automobiles. The features which needs a little improvement are the interiors and safety features.
Certain safety tests have concluded that Mahindra is not a very safe car to purchase. The company has taken this critic into consideration and has added a number of safety features in the newer models. Reasonable maintenance cost is another pro because of the good build quality. Further, the overall ride quality of the Mahindra cars are not very good.
The TUV300 is very bumpy. This is the reason why the best drives are the ones at moderate speed. Recently, Mahindra also installed the BS IV CRDE engine which is the most powerful engine in its class. This gives the car a supreme dimension to perform on the road. If Mahindra can solve certain things in the overall structure and performance of the car, it will definitely improve and be dominant as an automobile company.
The resale value of Mahindra cars are quite good in India. There are number of showrooms and service centers where a customer can repair the car. Further, presence of these centers help in maintaining the value of the car.
The spare parts of Mahindra cars are easily available in the market at lower price. This leads to lower rate of depreciation in the overall value of car which eventually maintains the resale value of the car. A customer can get a good amount at the time of re-selling a Mahindra car.
The part of Indian automotive industry in Mahindra comprises of a number of Indian and multinational players. Today, nine out of ten global automotive manufacturers have a presence in India which clearly points to its importance in the strategic market. While the automotive section is doing well and has already recorded a growth of 28%, it may face problems in policy discussions. The differential diesel pricing i.e. charging more for SUV’s and diesel cars and less for trucks may cause problems for Mahindra. The company can take certain steps to revive growth in farm segment and to maintain growth in the automotive segment.
Irrespective of these problems, the company is growing superbly and is on a very good path. The automobiles produced are satisfactory and with proper improvement can be made better. Mahindra has been a landmark in the history of automobile manufacturing companies in India. To maintain this, the company needs to strive towards brilliance and work efficiently towards the objectives.
Mahindra is the only manufacturer of electric cars in India and is therefore considered a top automobile sector. The growth strategy adopted by the company is beneficial and will reap good results for the company in future.
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