Mahindra launches KUV100 in South Africa

The Dollar Business Bureau

With an aim to capturing the world’s biggest auto market share and reaching to the youth population with the latest offerings in Africa, Mahindra’s South African subsidiary has launched its compact utility vehicle in the market.

The sporty KUV100 is the smallest vehicle in Mahindra’s South African product range and is available in both petrol and diesel variants. 

“We have been here for 12 years, in a market of more than 500,000 vehicles, yet we sell only about 4,000 vehicles, which is less than 1% of the total market. So what we are trying to do with this launch is to address a much larger segment of customers,” said Pawan Goenka, Executive Director and Group President, Mahindra (Auto).

The company’s current product range in South Africa captures only one-third of the market. However, the new vehicle’s five variants are expected to double the market share.

KUV100 was launched in India four months ago. Since its launch, the compact SUV has attracted many young buyers.

Goenka said this new model is well poised for the South African market. After the success of Bakkies, this is the second phase of the journey for the manufacturers from India. Mahindra SA witnessed a 4% growth in sales volume despite a 6.7% decline in the industry during the financial year 2015-16.

With extra features, KUV100 is priced much lower than all the other similar models in South Africa.

Goenka also announced Mahindra will launch three new vehicles in the South African market within the next three months.