MAHINDRA SCORPIO

MAHINDRA SCORPIO

Presented By :-Sudhir Singh Rajput

Rohit SrivastavaChandra Shekhar Chaurasia

Mhd. Parvez Akhtar

INTRODUCTION The Mahindra Scorpio is a SUV manufactured

by Mahindra & Mahindra Limited. It was the first SUV from the company built for

the global market. 

It Was Launched In June 2002.

M&M Started Work On Project Scorpio From

1997. It Was Designed To Target Urban Market To Fulfill

The Demand Of Passenger Car As Well As SUV Fans.

SCORPIO MODELS

TModel Features Show Room Price

EX

BS3BS4

7,68,1427,81,814

GETAWAY

2WD4WD

8,38,0179,41,869

Cont…

Model Features Show Room Price

LX

4WD BS4BS3BS4

9,67,4388,254,328,34,360

SLE

BS3BS4

9,50,9749,62,734

Cont…

Model Features Show Room Price

VLX

2WD BS3BS3BS4

10,53,34610,90,98211,89,025

VLXAT

BS4 2WDBS4 4WD

11,30,91212,74,746

FEATURESmHawk Engine5-Zone Cushion SuspensionDigital ImmobilizerCrash Protection Crumple Zones & Child LocksPower Steering & Power WindowsTubeless TyresMobile Charging FacilityRoof top ski racksCentral locking

What makes Scorpio Special?

mHawk Engine:-The 2.2 litre, 4-cylinder mHawk diesel engine is what makes the Scorpio the powerhouse that it is. It propels the new Scorpio from 0 to 60 in 5.7 seconds flat.

Micro Hybrid Technology:-This technology enables the engine to intelligently switch into standby when not in use. So while it helps conserves nature, it conserves fuel too.

Voice Assist System:-The Scorpio has Voice Assist System that welcomes

the driver as soon as the door is opened and voices a warning if the parking brake is engaged, fuel and oil levels are low, engine temperature is abnormal, if any door is partially open or the passengers forget to strap in.

Dual Front Airbags:- Safety always takes the front seat in the Scorpio. In the event of a collision, these dual airbags inflate instantly,

protecting you from serious injury.

Cont…

Anti-lock Braking System (ABS):-When the situation demands hard braking on any

skid-prone surface, the Anti-lock Braking System (ABS) will make sure the wheels don't lock up on you. So, in a Scorpio, control is never compromised.

Audio Controls:- Adjusting the volume, switching radio channels

or audio modes can now be done right from the steering wheel, so your eyes

never have to leave the road.

Cont… Cruise Control:- Rest your foot at higher speeds. Push a button and

let the Scorpio's Cruise Control take over. Once engaged, you can command a constant speed without any effort and even adjust your cruising speed with the press of a button.

Smart Rain & Light Sensors:- Advanced sensors detect rain and automatically

turn the wipers on or off. They even control the wiper speed according to the intensity of rain.

Interior View of Scorpio • http://www.mahindrascorpio.com/mahindr

a-scorpio-360spin-interior.aspx Exterior• http://www.mahindrascorpio.com/mahindr

a-scorpio-360spin-exterior.aspx

Scorpio Evolution

2002:Scorpio STD and DX:

2003:The new scorpio

2004:Scorpio Slx

2005:Scorpio Crde

2006:43 new features

2007:VLX

2007:LX

2008:Scorpio automatic

2009:The new ICONIC Scorpio

201O Mahindra interior

2011 SCORPIO LX 4×4

EXPORTS The Mahindra Scorpio is sold across the world in countries such as:

• India• Italy• France• Spain• Turkey• Sri Lanka• Nepal• Bangladesh• Egypt• Russia• Malaysia• South Africa• Qatar• Brazil• Chile: The Scorpio Pick Up is the first passenger vehicle of the Mahindra

brand to be offered in Chile, and both were presented to the press the night of July 25, 2007.

USA

PARTNER NAVISTAR INC.

PRICE 8-13 LAKHS

Models GATEAWAY, MICRO HYBRID, VLX, EX

BRAZIL

PARTNER

Bramont- Montadora Industrial Comercial de Veiculos Ltd.

PRICE 7.5-12 LAKHS

MODELS GATEAWAY, EX, SLE

SRI LANKA

PARTNER Sells Under Mahindra Name

PRICE 7.4 - 12.4 lakhs

MODELS Micro hybrid, LX model

Sri Lankan Police has chosen around 485 units of Mahindra Scorpio LX model

CHILE

PARTNER GILDMEISTER GROUP

PRICE 8.2- 13.7 lakhs

MODELS GATEAWAY, LX, VLX, MICRO HYBRID

EUROPEAN MARKET

PARTNER MAHINDRA EUROPE(European Branch of Mahindra)

PRICE 8.7- 13.7 lakhs

Models SCORPIO GOA, GATEAWAY, MICRO HYBRID, mHAWK

The Success Story Of Launching Scorpio

• It Was Launched With Three Models.

• 1000 Units Were Booked Within The Launch Of First

Week.

• In 2003 Companies Income Rose By 22%.

• Breaking The Tradition Of UV, Scorpio Is Being Used

Primarily As Personal Vehicle.

• Survey In 2004 Shows That Scorpio Byers Were

Satisfied.

• It Extensively Tested, so It Has No Run Time Defect

After Launching In Market.

MARKETING STRATEGIES ADOPTED• First and foremost, they tried to provide a

status of Pajero in Scorpio at affordable price.

• Advertising, Public Relation, Mass media…nothing was left to make brand popular.

• Scorpio adopted penetrative pricing strategy positioned between 7-12 lakhs.

Cont …

• As they were targeting urban areas, stronger distribution channels were needed.

• Scorpio was launched in phase manner i.e. first in metros and then other cities were covered so as to ensure the attention towards main market first.

Competitors

Advertising and Promotion strategy

• 29 days 29 states

• “Nothing else will do”

• Scorpion king

• Speedster

• Media coverage on IDAM approach, people behind Scorpio world class technology etc

• Images were shot in Australia to provide international feel

OWN A SCORPIO FOR RS 9999 ONLY!

WATCH THE ACTION PACKED MOVIE!

WATCH ALL DLF IPL MATCHES NOW ON YOUR CAR!

Social Media Marketing:-

Awards

Scorpio was awarded various from various bodies such as

“CAR OF THE YEAR 2003”- from Business Standard Motoring, CNBC

AUTOCAR “BEST SUV OF THE YEAR” -BBC World Wheels The Scorpio receive the Best Off roader

vehicle of the year 2009 award

Domestic Market Share for 2010-11

Indian Budget SUV/MUV Market Share

Strengths Weakness

Opportunities Threats

SWOT ANALYSIS

Strengths : Good performance for long distances.

Powerful player in the taxi/rental segment .

Good presence in the rural and tier-2 cities segment.

Maintenance cost is low.

S

Weakness : Limited international market.

High Interest Costs and high overheads make

the production uncompetitive.

W

Opportunities : Increasing purchasing power and growing target

base.

Leverage strong brand name by more advertising.

Newer innovations.

Rising Rural Demand

O

Threats : Intense competition.

Government regulations and increasing fuel prices.

Maintain Low Cost

Rising Input Costs.

T

TCONCLUSION:- Thus ‘Scorpio’ has proved as a Milestone for

M&M and the Indian Automobile Industry.

It has given a unique place To M&M in Indian

market because ,It was innovated with High

quality, Reliability, flexibility, Style , Driving

Comfort etc.

In short it offered a customized product. hence,

again Operation’s components: Time, quality

& technology made A Success story.