How Mahindra Made Rugged SUVs Desirable | The Brand Equity Show

Mahindra’s SUV business has changed significantly over the past five years. Models such as the Thar, XUV700 and Scorpio-N have expanded its appeal beyond its traditional rural and utility-vehicle markets, while electric SUVs have taken the company into higher price segments. Mahindra & Mahindra ED and CEO (Auto and Farm Sector) Rajesh Jejurikar speaks to Brand Equity Editor Sonali Krishna about the product and branding decisions behind this shift. He discusses the role of design, pricing and digital marketing; the company’s EV strategy; competition from Chinese manufacturers; pressure on its service network; and why past success can become a dangerous formula for future products.