Mahindra Two Wheelers Finding It Difficult To Lure Buyers

Indian manufacturer Mahindra Two Wheelers is finding it difficult to sell its products in the domestic market. As per data released by Society of Indian Automobile Manufacturers (SIAM), Mahindra sold 1709 units of scooter in July 2017 when compared with 4274 units in the same month last year.

Similarly, its motorcycle line up, which has commuter segment bike like Centuro to high engine capacity Mojo, is not able to churn volumes for the company. Sales of Mahindra bikes stood at 692 units in July 2017 as against 1995 units sold in July 2016.

During the period from April-July, 2017, Mahindra Two Wheelers’ scooter sales came down to 4436 units from 18,154 units in the corresponding period last year. Likewise, its bike sales in the same period fell by nearly 80 per cent at 1629 units.

Piaggio Vehicles, Mahindra’s closest rival in the scooter segment, saw its sales grew by nearly 60 per cent in July 2017 at 5,266 units.

“Utility vehicles still remains Mahindra’s prime focus. If they give similar attention to its two-wheelers and come up with competitive products, it can become a prominent player,” an analyst said requesting anonymity.

He added that the two-wheeler market has become very competitive with top four players grabbing more than 85 per cent of the market.

“Players which have market share in single digit cannot afford to launch a loose product else they will become irrelevant,” he added.

Mahindra entered the highly competitive two-wheeler industry, through the acquisition of select business assets of Kinetic Engineering, in 2008.