MAHINDRA

SCORPIO
 INTRODUCTION

 India's first successful SUV.

 The Scorpio has been successfully accepted in international
markets across the globe, and will shortly be launched in the
US.
 The Scorpio was conceptualized and designed by the in-
house integrated design and manufacturing (IDAM) team of
M&M.
 The car has been the recipient of three prestigious
awards - the "Car of the Year" award from Business
Standard Motoring, the "Best SUV of the Year" by BBC
World Wheels and the "Best Car of the Year" award,
again, from BBC World Wheels.
Website:www.mahindra.com
System Development Life
Cycle
Problem Identification

Mahindra and Mahindra Scorpio was brought into the market in

1997 with a vision to continue the domination of Utility Vehicle (UV)
market in India and also to be a global niche player.
Their aim was to make M&M known worldwide for the quality,
durability and reliability of its products and services.
M&M’s share of business was largely from the semi urban and rural
markets of India.
Even though M&M had a wide variety of products, it was lacking
with products that can cater the modern urban customer needs .
M&M identified a market for affordable urban SUV as there was a
wide gap between M&M's own BOLERO and TATA Safari
The market of M&M was strong but stagnating. These reasons led to
the thought of Sports Utility Vehicle (SUV) catering the urban
customers.
Mission
"Project Scorpio was not a top-
down strategy nor one man's vision;
it was a bottom-up programme."
-Anand Mahindra, vice chairman
and managing director of M&M, in
2002
 Objective
• M&M saw a market for an urban SUV that could cater
to the needs of customers.
• TATA was in the SUV market with its model Safari
which was made as a up-market product and M&M
was fighting with Bolero and there existed a wide gap
between both products.
• M&M tried to offer the customers another up-market
SUV at a relatively lesser price than of Safari.
• Evolve high standards of business ethics, quality
management and effective cost control measures.
WATER FALL LIFE CYCLE MODEL
 FEASIBILITY STUDY
1. Economical Feasibility
• Only initial cost is high (cost) and benefits in returns
are quite big.
• As it is a project by established company
M&M’s,enough fund is available.
• The company was able to build from scratch a new vehicle
with virtually 100 percent supplier involvement from
concept to reality for $120 million, including
improvements to the plant.
2.Time Feasibility
 The project took 5 years to move from concept to final
product.
3.Technical Feasibility
 The Scorpio was conceptualized and designed by the in-
house integrated design and manufacturing (IDAM) team of
Mahindra.
• M & M didn't have the technical know-how to make a new
age product, they devised a whole new concept among
Indian auto companies.
 The new Mahindra Scorpio SUV had all of its major
systems designed directly by suppliers with the only input
from Mahindra being design, performance specifications
and program cost.
 Strong data encryptionDesign and engineering of systems
was done by suppliers, as was testing, validation and
materials selection.
4. operational feasibility
 It considers the acceptability of system .It checks
whether system will be used if it is developed and
implemented are the users of the system able to
handel the system,whether the proposed system
cause any trouble etc.
 Cost benefit analysis
Cost
• Initial installation cost was about $120 million.

Benefits
• Company has earned a profit of 56%.
• Cmpany has earned a 50% leadership on market.
• India has got its own suv.

Employee benefits
• Increase manpower productivity.
 Design
To make it user friendly the following design has been selected.

• Design and engineering of the system

was done by suppliers. Sourcing and
engineering locations were also chosen
by suppliers.
 Coding

Prototype was manufactured during this stage

Back end
1. ), the final design had to reek style, attitude and street
presence aimed at lifestyle buyers on a budget while keeping all
core Mahindra attributes "tougher than the toughest" intact.

For achieving this, a completely new ladder frame chassis was

designed.
Mahindra deliberately went against a monocoque structure due to two
reasons:
 Testing

Integrated testing was done for safety and

performance front. While for body parts and other basic
features unit testing is done.
Implementation

M&M Scorpio was finally launched in 1997 as an competitor

to TATA Safari and caused great damage to TATA. Scorpio
soon became SUV leader in India and created a market for
itself outside India especially in middle east countries.

Company continuously reviewed the reaction of critics and

customers and estimated the response of the overall market.
 Post implementation

• Company contineously revised its

model to meet the need of the market
by upgrading Scorpio as:
-Mahindra Scorpio turbo
-Mahindra Scorpio DX
-Mahindra Scorpio GLX
-Mahindra Scorpio SLX