NEW DELHI: Mahindra’s aim to become the number one authentic SUV maker in the country, as officials are reiterating for the last 12-15 months, begins with the introduction of XUV700.
The full-size SUV is a step up in terms of features, safety and powertrain options. Available in MX and AdrenoX series, the initial prices of XUV700 were revealed on the eve of Independence Day.
“Last 75 years have been phenomenal for the brand. But there is an inflection point as we speak about the transformation in business. We have talked about that in the last 12-15 months. The pricing of the SUV is disruptive and the features, safety and sophistication you see in XUV700 transcends segments,” said Veejay Nakhra, CEO, Mahindra and Mahindra.

The entry-level MX Series features TGDi 2-litre engine, 8-inch infotainment, auto ORVMs, styled door handles. While the AX Series will offer A-DAS (autonomous driving assist system), optional all-wheel drive, connected car technology, and many more firsts in the segment.
Nakhra, however, added the prices are introductory and the company is planning to launch and begin the sales by the festive season (October).
The XUV700 has raised the bar in terms of safety as well. The range-topping AX7 trim will offer up to 7 airbags, traction control, stability control, dynamic control, cornering vector, dual disc brakes. Moreover, the A-DAS technology will ensure features like adaptive cruise control, lane keep and departure assist, emergency braking and forward-collision warning.
Pratap Bose, who recently joined Mahindra as chief design officer and was responsible for the twin peaks logo for SUV, said, “The XUV700 will change the SUV outlook across a couple of segments. With the pricing, features and overall balance, it will revolutionize the market.”

Ever since the announcement of XUV700, Mahindra has adopted a digital-heavy strategy in reaching out the customers. The automaker was teasing various features of XUV700 on social media in the build-up to the unveiling.
Emphasizing the transformation, Harish Lalchandani, vice-president of strategy, Mahindra automotive, farm equipment and agri-business, said “It’s digital-first for us. We have transformed and in this digital age, we need to be present all the time. There are segments of customers in the marketplace. The person who owns a Thar today may not be interested in XUV700. The market is wide enough if we target the segments perfectly.”

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