Xylo pick-up is Mahindra Genio

Mahindra & Mahindra has launched its next-gen commercial vehicle, the Genio, in Mumbai. Targeting to a captive segment – small and medium business needs – the Genio pick-up is priced at Rs 4.99 lakh for the BS-III variant (ex-showroom Navi Mumbai). With the launch of the Genio, M&M is expecting to change the face of the pick-up industry in India.

The Genio single-cab pick-up will be the second product after Maxximo that will be rolled out of Mahindra’s new Chakan facility. The pickup has been developed from Mahindra’s Ingenio platform (U-platform) – the same platform which formed the basis of the Xylo MPV. This 1.2 tonne pickup will also be powered by the same mDi CRDe motor from the Xylo D2, but in a detuned state. The motor now produces 75bhp, 20bhp less than the Xylo D2, while the max torque remains identical at 22kgm.

Speaking at the launch, Dr. Pawan Goenka, President, Automotive & Farm Equipment Sectors, M&M said, “The Genio is a result of extensive consumer insight which captured the latent and expressed needs of the customer. The Genio is an ideal vehicle for businessmen, traders and SMEs. I am confident that it would be a game changer for the pickup segment in times to come.”

Mahindra already has its Bolero pick-up doing duty in the segment, which the manufacturer dominates with 75 percent market share. The segment has seen a growth of 5 percent in the pervious year and is expected to grow in double digits this year. The underperforming segment which had seen no new launches for the last four years – the most recent being the Bolero pick-up – needed fresh products to help it grow. The newly launched Genio will now directly compete with the Tata 207 Di.

On the occasion, Rajesh Jejurikar, Chief Executive, Automotive Division, M&M said, “The pickup industry in India is more than 6500 vehicles per month and growing. With the majority market share that we command, the onus is on us to offer superior products thereby driving the industry growth. Genio has been launched keeping this in mind.”

Launch of the Genio threatens to canablise the market share of Mahindra’s own Bolero pickup. However, Jejurikar is hopeful that the new product won’t eat up into Bolero’s market. He added, “Genio will not canablise Bolero’s market as they are targeted at different customer base. And even if it happens, it will help the segment grow overall.”

The Genio has been developed with an investment of Rs 225 crore and Mahindra claims that more products on the similar platform are in the pipeline. Looking at the value-for-money quotient of CNG powered vehicles; Mahindra is also working on a CNG powered variant of the Genio on priority basis, which will be followed by a double cab pick-up version on the similar platform in future.

At present, Mahindra’s Chakan plant has a capacity of manufacturing 2000 Genios per month, which can be expanded to meet with the market demands. Mahindra is also eyeing the export markets where it’s already selling the Scorpio and the Bolero pickups. “For now, the Genio has been developed for the Indian market only. We are looking at select export markets, but that will happen only after six months,” Goenka said.

The Genio is available in BS-IV variant as well which will be around Rs 15000-18000 dearer than the BS-III version. Offered in four attractive colour options – Silver Shine, Diamond White, Marvel Granite and Skyline Blue, the Genio will be available across 70 dealerships at the time of the launch. And by mid-February 2011, the pickup will be available across Mahindra CV dealerships pan India.