How SUVs Help Mahindra Conquer Hyundai and Tata

In February 2025, Mahindra & Mahindra (M&M) achieved a significant milestone by beating Hyundai to become India’s second largest PV (passenger vehicle) manufacturer. The indigenous automaker registered domestic sales of 50,420 UVs, accounting a YoY sales growth of 19 percent compared to the corresponding month last year. The company also posted a substantial rise in exports, with total 3,061 units exported last month, marking a 99 percent YoY growth.
 

Hyundai Motor India, on the other hand, managed to sell 47,727 units domestically against 51,270 units sales in the same month previous year. It clocked a YoY sales decline of 9.4 percent. The South Korean automaker exported 11,000 units in February 2025, showing a 6.9 percent increase against the same month last year. Tata Motors’ domestic sales stood at 46,435 units, accounting a 9.43 percent decline from the previous year’s figures.
 

Key Factors Working In Favour Of Mahindra
 

Several factors contributed to the success of Mahindra & Mahindra including its extensive SUV portfolio, electric vehicle (EV) range and the growing consumer preference for SUVs.
 

Strong SUV Portfolio
 

The Mahindra Scorpio N, XUV700, Thar and Thar Roxx, Bolero are the best-selling Mahindra SUVs we have in India. These SUVs are renowned for their rugged styling, off-road capabilities, practicality, and high-end features, catering a wide range of customers.
 

The Mahindra Scorpio N, with its robust body built and styling and premium appeal, targets urban and rural buyers. It comes with both petrol and diesel engines, 4X4 capabilities and lots of advanced features including ADAS, sunroof, and 12-speaker Sony sound system. Whereas, the Mahindra XUV700 attracts family car and luxury SUV buyers, with its best-in-class safety, diesel and petrol engines and Level 2 ADAS suite.
 

The Mahindra Thar and Thar Roxx serve to lifestyle, off-road enthusiasts with their true 4X4 nature, and good resale value. The Bolero has always been admired for its rugged and durable body-on-frame construction, high practicality, low maintenance and affordability.
 

Born EV Lineup
 

The indigenous automaker has aggressive EV product strategy for the Indian market, with a major focus on new battery technology and premium features. The carmaker’s latest born-electric SUVs – BE 6 and XEV 9e – are giving tough competition to MG ZS EV, Hyundai Creta Electric and BYD Seal and Kia EV6, respectively. In the coming years, Mahindra will introduce more EV under the BE and XEV sub-brands including the XEV 7e, XEV 8e, BE 07, BE 05 and BE 09.
 

Mahindra’s INGLO platform (used to develop ground-up EVs) has multiple benefits, giving the brand an edge over rivals. This architecture supports ultrafast charging support, and provide higher range than most Tata EVs. It helps developing lightweight and more spacious EVs, meeting global safety standards.
 

Diesel Advantages
 

With the implementation of the stricter emission norms, several OEMs have been removing diesel powertrains from their model lineup. Whereas, Mahindra & Mahindra continues to invest heavily in diesel engines to cater SUV buyers looking for high torque and efficiency. The indigenous automaker has a total of 7 diesel engines (1.5L, 2.2L and 2.5L) in its portfolio, offering different states of tune. These engines are known for their off-road performance, low maintenance and durability.
 

Safety & Built Quality
 

One of the major reasons behind Mahindra’s significant success is the safety rating and strong built quality of the SUVs. The Mahindra XUV700, Scorpio N, and XUV 3XO are among India’s safest SUVs with 5-star Global NCAP safety rating, while the Thar is the best rated body-on-frame SUV. The crash test results show that Mahindra ladder-frame SUVs (Thar, Scorpio N and Bolero) and monocoque SUVs (XUV 3XO and XUV700) can withstand heavy impacts. The carmaker uses high-tensile steel in body panels and chassis, which reduce cabin deformation during crash tests.
 

Great Resale Value
 

Mahindra SUVs have the best resale values in India. Usually, the brand’s SUV command higher prices than Hyundai and Tata SUVs in the used car market, and the reason behind it are Mahindra’s reliable diesel engines, and robust built quality. Unlike its competitors, Mahindra SUVs show minimal wear and tear ever after good usage of 5-7 years.
 

For reference, a 4-year-old uses Bolero will have resale value of around Rs 6 lakh – Rs 8 lakh in rural markets. Models like Bolero, Thar and Scorpio are in high demand in rural markets due to their commanding road presence and off-road capabilities. Hyundai and Tata SUVs, on the other hand, mostly appeal to urban buyers.
 

After Sales Support & Spare Parts
 

Mahindra & Mahindra has extensive after sales service network, especially in tier II and tier III cities. Furthermore, the brand’s spare parts are relatively affordable, making older Mahindra SUVs easy to maintain. For reference, a 10-year-old Bolero still enjoys high demand in used car market due to its affordable spare parts and easily availability. It is unlikely for older Hyundai and Tata SUVs.

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