M&M Bolero remains number one

Mahindra & Mahindra Ltd. (M&M) continues to dominate the Indian SUV market and this fact has been further highlighted by the stellar sales that the Bolero recorded in fiscal year 2007-08. After receiving a mild makeover in 2007, the Bolero, which was already India's number one selling SUV at the time, continued to make a mark by selling over 50,000 units last fiscal. It is the first brand in the SUV/UV/MPV category to cross this figure in a single year, making it India's number one selling SUV for a second year in a row.

"With its stylish appeal and rugged nature, the Mahindra Bolero has emerged as the clear favourite amongst SUV enthusiasts across the country since its launch eight years ago. The fact that it is the first brand in the SUV/UV/MPV category to notch up sales of more than 50,000 units in a single year is also a clear validation of our customer centric approach to business. Today, the Bolero is perceived as a stylish but affordable SUV which caters to different customer needs and takes on all kinds of terrain with ease," said Mr. Vivek Nayer, Vice President - Marketing, Auto Sector, Mahindra and Mahindra Ltd.

Ever since the Bolero debut in June 2000, it has had a strong fan following that is largely dominated by consumers from B and C category towns. The ruggedness combined with the fact that the Bolero offers a host of creature comforts for an affordable price make it a much sought after vehicle in those markets. Its appeal might have dipped in the larger cities, but Mahindra has managed to sustain a market there as well by constantly evolving the Bolero and making it match with the evolving customer.