Mahindra & Mahindra has commenced exports of the KUV100, its latest entrant in the utility vehicle segment. In line with its plan to start shipping the compact SUV to right-hand-drive markets like Nepal, Bangladesh, Sri Lanka and South Africa, the car manufacturer has exported over 400 units of the KUV100 thus far.
According to export data, South Africa has emerged as the largest export market for the KUV100, with over 220 units shipped in April itself from Bombay Port.
Fiscal year 2015-16 saw Mahindra reinvent itself in terms of its offerings for the Indian market, and a part of the plan was to implement a product offensive with diversified models to garner volumes. The KUV100's rollout in December 2015 is part of this game plan.
With a footprint that's more like that of a midsize hatchback, and with a pricing (from Rs 4.42 lakh) to match, the KUV100 has seen good sales in the domestic market as well. Until March 2016, 14,210 units of the KUV100 had been sold in India, and with its all-new petrol and diesel motors it was also the second-most sold model for M&M last month, after the Bolero.
With rising domestic sales and a ramp up in exports, the KUV100 is fast becoming an important volume-driver for the company. If Mahindra manages to sustain this momentum, it could slowly yet surely be at an arm’s length from the initial sales targets of around 80,000 units per year. This success would certainly help cement the company’s image as an end-to-end utility vehicle manufacturer.
Rivan RS 
Viraaj Bhatnagar
Uday Singh
Suraj Viswanathan
