Mahindra & Mahindra has dethroned Hyundai to become India’s second largest car manufacturer in February 2025. Last month, the home-grown automaker retailed a total of 50,420 SUVs, recording a YoY (year-on-year) growth of 19 percent in the domestic sales. Mahindra’s cumulative sales (including exports) stood at 83,702 units, commanding a YoY growth of 15 percent. Hyundai Motor India clocked a total sales of 58,727 units in February 2025, out of which 47,727 units were retailed in the domestic market. Mahindra surpassed Hyundai by around 2,700 units last month. However, both OEMs performed well in exports.
Over the past years, Mahindra has worked hard on its new product and marketing strategies, which are now paying off well. Lets’ take a look at the key aspects working in the OEM’s favour.
Aspirational Design
The core of Mahindra’s big win is certainly its new design language, which has made its SUVs more aspirational than ever. The major design transformation begun with models like Thar and Scorpio. The new-gen Thar retains the original off-road DNA, while showcasing a premium design approach with LED lighting and high-quality interior finish. The Scorpio N is another example, which is currently the top-selling Mahindra SUV. The new model has muscular body built and rugged appeal, making it a head-turner.
The Mahindra XUV700 reflects the brand’s futuristic design philosophy with striking LED DLRs, aerodynamic silhouette and sleek body contours. The carmaker took its biggest leap with its new born-electric SUVs – the BE 6 and the XEV 9e. These electric models have a complete departure from Mahindra’s conventional designs.
New-Age Interior
The transformation is evident inside the new Mahindra SUVs. The Mahindra XUV700 set the trend with a dual screen setup, a feature usually reserved for the luxury SUVs. The HD digital instrument cluster, a massive infotainment display, premium leather upholstery, high-end sound system and ADAS enhance the in-cabin experience. The Mahindra Scorpio N and Thar SUVs show a big leap in the carmaker’s approach to upgrading the interiors of its SUVs.
Multiple Powertrain Options
Mahindra has always had a strong diesel engine portfolio (including the tried-and-tested 2.2L mHawk) along with its powerful petrol engines. Now, the company aims to position itself strongly on the electric and hybrid segments. The Mahindra BE 6 and XEV 9e show the brand’s commitment towards electrified future, with advanced battery technology and impressive range. Furthermore, the home-grown automaker is exploring hybrid powertrains for its existing and upcoming models.
Mahindra’s Marketing Campaign
Mahindra & Mahindra has mastered the art of creating buzz around its new products. The company’s marketing campaigns (both online and offline) keep the target audience hooked, and have successfully generated initial traction with record-braking booking numbers.
