Mahindra maps how Thar, XUV700 and Scorpio-N reshaped its SUV brand

Mahindra Auto CEO Rajesh Jejurikar discusses the five-year shift from a utility-led image to a broader aspirational SUV portfolio, spanning product design, pricing, digital marketing, service-network capacity, Chinese competition and the company’s EV strategy.

— Source publishedWed, 16 Sept, 2026, 07:00 IST·First seen Wed, 16 Sept, 2026, 07:17 IST·Source ET Small Business

What happened

Mahindra & Mahindra · Mahindra Auto CEO Rajesh Jejurikar outlines how Thar, XUV700, Scorpio-N and electric SUVs broadened the brand beyond utility vehicles,

Key facts

  • five years

Why this matters

Mahindra’s strategy highlights potential partnership or acquisition value in EV technology, charging and service infrastructure, digital customer engagement and components that reinforce a premium SUV ownership ecosystem.

What to watch

  • Dealer service appointment lead times, repeat-repair rates, spare-parts fill rates and customer satisfaction scores.
  • Waiting periods and transaction-price trends for Thar, Scorpio-N and XUV700.
  • Share of sales from high trims, accessories, extended warranties and finance products.
  • EV booking-to-delivery conversion, early quality issues, battery warranty claims and software-update performance.
  • Competitive pricing, launch cadence and localization moves by Tata, Hyundai, Kia, MG and Chinese-affiliated brands.
  • Dealer-network additions and evidence of EV-specific workshop and technician investment.
  • Expand workshop bays, technician training, parts forecasting and mobile-service coverage ahead of SUV and EV volume growth.
  • Use Thar, Scorpio-N and XUV700 sub-brands to create distinct customer communities, accessories, loyalty programs and upgrade pathways.
  • Protect premium pricing through disciplined discounts while adding lower-cost variants only where they do not dilute flagship SUV equity.
  • Make EV launches service-led: transparent battery warranties, dedicated EV dealer capability, software-update support and charging alliances.
  • Increase digital lead conversion and ownership-content marketing, shifting spend from launch campaigns toward lifecycle retention.