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Home arrow News arrow Automotive arrow Mahindra launches Genio DC fourth product from its Chakan plant

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Mahindra launches Genio DC fourth product from its Chakan plant
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Written by Arjun   
Thursday, 07 July 2011

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Bangalore: Mahindra & Mahindra Ltd has launched the Genio DC, its premium next generation double cabin pick up. The Genio is the fourth product to roll out of Mahindra's state-of-the-art Chakan plant.

The plant also manufactures the Mahindra Navistar trucks and Maximo. The Genio has an initial capacity of 24000 vehicles/ annum at the plant. The total investment that has been made so far in both the single and double cab versions of the Genio is around Rs. 225 crores.

"Input costs have been going up and we have been dealing with that through cost optimisation. The new pickup has been developed from Mahindra's Ingenio platform (U-platform) – the very same platform that formed the basis of the Xylo MPV. This is now the third product on the same platform. When you have a common platform, it helps you to have better cost efficiencies," said Vivek Nayer, Senior Vice President, Marketing, Automotive Division, Mahindra & Mahindra Ltd.

While the company estimates the mini-truck (Rs 2.5 - Rs 3.7 lakhs) market at 1,94,000, the pick-up market (Rs 3.5 - Rs 5.8 lakhs) is estimated to be 85,000. Mahindra & Mahindra currently holds a 73 percent market share in the pick up segment with the Bolero and Genio pickups.

"Being the leader in the pick-up segment, the onus is on us to offer superior products to our customers to elevate their status & lifestyle. The Genio DC is a high-end premium double cabin pick up designed to match the evolved needs of businessmen both as an efficient cargo mover as well as provide premium comfort for passengers," he said.

The company is targeting growth through new segments and new products, with 5 launches in 5 months. "Mahindra's Auto sector grew 29 percent last month and registered a Q1 growth of 23 percent. The SIAM prediction for growth of the country's auto sector this year is 12 to 15 percent," he said.

By the end of July the Genio will be available in Gujarat, Andhra Pradesh and Punjab. It will be available all over India by August. The Genio will also be exported in due course.

The Genio DC VX comes with mDI CRDe Engine, with 75 HP power and 220 Nm Torque and a top speed of 120 km/hr. It also has a 1st time flat bed cargo body in double cabin pick-ups in the country which will allow utility of the entire space in the cargo body. Because of the mDI CRDe technology, the oil change interval of the vehicle is 20000 kms. It has LSPV brakes which adjusts the braking pressure depending on the load of the vehicle.

It is competitively priced at Rs. 5.46 lakh (ex-showroom Karnataka, BS3 ) for the base version and Rs. 5.95 lakh (ex-showroom Karnataka,  BS3 ) for high end version.

 
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