Competition Analysis

Mahindra XUV 500 vs Skoda Yeti vs TATA Safari Dicor II vs Force One vs Toyota Fortuner

The Players!

Target Markets Served
Higher income group (28+ years) & Larger Sized Families and Off roaders • Skoda Yeti – Younger Urban customers • Toyota Fortuner - urban, semi-urban and rural India • Mahindra XUV 500- urban, semi-urban and rural India • TATA Safari Dicor 2.2 – Urban, semi-urban India • Force One – Urban India

Product Attributes

Suv Car
Variant Price Overview Fuel Type Mileage -City (Kmpl) Mileage-Highway (Kmpl) Fuel tank capacity Seating Capacity Transmission Type

Mahindra XUV 500
W8 2D (Diesel) 13.18L Diesel 12 15.1 70 7 Manual

Skoda Yeti
Active 4x2 Diesel 13.90L Diesel 14.3 17.7 60 5 Manual

TATA Safari
Prestige 4x2 Diesl 8.15L Diesel 10.45 13.93 65 7 Manual

Force One
4x2 Diesel 11.18L Diesel 14 17 65 7 Manual

Toyota Fortuner
4x2 Diesel 20.79 Diesel 9.25 12.55 80 7 Manual

Engine Description

mHawk140, Direct injection 2.0-litre, 1968cc, 138bhp, diesel engine5th generation 2.2-litre 138.1bhp 16V 320Nm, Turbocharged Variable Geometry DOHC VTT DICOR Engine Diesel Engine Turbocharger (VGT 2179 140bhp@3750rpm 330Nm@1600-2800rpm 1968 138bhp@4200rpm 2179 138.1bhp@4000rpm

2.2 CRDI Engine

3.0-litre 169bhp 16Valve InLine Engine

Engine Displacement Maximum Power Maximum Torque Standard Features Air Conditioner CD Player Anti Lock braking System Power Steering Power Window Leather Seats Central Locking

2200 139bhp@3800rpm 321Nm@160rpm

2982 169bhp@3600rpm 343Nm@1400-3400rpm

320Nm@1750-2500rpm 320Nm@1700-2700rpm

Yes Yes Yes Yes Yes Yes Yes

Yes Yes Yes Yes Yes No Yes

Yes No No Yes Yes No Yes

Yes Yes No Yes Yes Yes Yes

Yes Yes Yes Yes Yes Yes Yes

Promotion
• TATA Safari Dicor – TVC ‘Reclaim your Life’ campaign • Skoda Yeti – ‘Skoda Right of Way expedition’ (Consumer expedition program) • Toyota Fortuner – ‘Art of Power’ (Commercial) • Force One – ‘ Be the Force’ (Amitabh Bachhan), 360 degree promotion

Distribution
• Official Dealership

Product Offering
Mahindra XUV 500

Product Specifications
Engine Cubic Capacity Max Gross Power Max Gross Torque Gear Box Ground Clearance Tyres Suspension Front Rear Brakes Front Rear Fuel Tank Capacity Turning Circle Radius Gross Vehicle Weight Vehicle Dimensions Wheelbase, mm Overall width, mm Overall length, mm Overall height, mm mHawk 140, Direct injection diesel engine, 5thgeneration Variable Geometry Turbocharger 2179 cc 140 Bhp (103kW) @ 3750 rpm 330 Nm @1600-2800 rpm 6 speed synchromesh manual 200 mm P235/65 R17, Radial Tubeless Independent Suspension McPherson type with anti-roll bar Multilink type with anti-roll bar All Disc brakes Disc & Caliper type Disc & Caliper type 70 litres 5.6 m 2450 kg 2700 1890 4585 1785

Pricing
• W6 2WD (Diesel) – Rs.11,68,701*
• W8 2WD (Diesel) – Rs.13,18,901* • W8 4WD (Diesel) – Rs.14,25,901*

*Ex-Showroom price

Distribution
• Official Dealership

• Online Booking/Test Drive

Promotion
Inspired by Cheetah - Perfect metaphor for speed and agility Television Commercials • Heavily promoted on all English channels • News and Business channels Online Advertising • You tube (Over 7.5 clicks) • Contest on official website

SWOT Analysis
Strengths • A well-engineered, contemporary SUV at a value-formoney price • Acres of space on the 1st & 2nd seat rows • Competent engine delivers fantastic urban driveability, as well as fast highway performance • Mature ride quality & balanced handling. Body roll is minimal too • Loaded to the gills with technology, equipment & gizmos • Safety kit includes 6 airbags, ESP with rollover mitigation, ABS + EBD and all-wheel disc brakes

Weakness • Absolutely no luggage capacity with all the seats in place • Cramped 3rd row of seats is best suited to children only. Maximum of 5 adults onboard • Overdone front-end design is a hit or miss. Should have been toned down • Apprehensions over niggles with a complex Mahindra SUV. Especially the electronics • Mahindra's un-premium after-sales service experience • Automatic transmission missing from the options list.

Opportunities • India has strong appetite for SUVs • SUV Market in India grew by 16% • Constitutes around 14% of total passenger vehicle market

Threats • Battle with the International Automakers like Renault, Toyota, Skoda, etc. • Cheaper SUVs like Renault Duster entering markets

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