Mahindra reach for record sales heights

Mahindra South Africa is one of the country’s fastest growing passenger vehicle and bakkie brands. This, according to the latest figures reported by the National Association of Automobile Manufacturers of South Africa (Naamsa). It surpassed its full sales volume for 2019 of 5 664 units by September this year and is now on track to reach a new overall sales record.

Naamsa reports that the overall market for the year to end-September is down 3,5%, with the largest volume decline in the passenger vehicle market, which has declined by 4,9%, or 13 468 vehicles when compared to the same period last year. In contrast, Mahindra has grown by 33,4% to reach 5 584 sales for the year to end-September. Its parts division grew in line with new vehicle sales and are up by 36% over the same period.

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Says Mbombela Mahindra dealer principal Cas Kolbé,

“As a newbie, when Mahindra entered the market, it was met with resistance. Since then the product has gained significant traction as a result of its durability and value-for-money offering. The range has been extended. Mahindra now also offers a large countrywide dealer network. Despite the exchange rate challenges, price increases have been small and only on selected models, and this has supported and stimulated our local sales.”

Rajesh Gupta, CEO Mahindra South Africa, points to the average sales per dealer, which have increased by 24% in the last six months, as a good indication of the support for the Mahindra brand. Dealer sales are often viewed as a proxy for brand strength, as they represent individual sales to customers who choose to spend their hard-earned money on a brand.

Since its launch, the KUV100 NXT has become the fastest growing subcompact crossover in its class, thanks in part to the introduction of an entry-level K2+ variant that offers two airbags and ABS brakes for only R142 999. The authoritative AA-Kinsey Report found that it was the most affordable model to service and repair in the compact crossover segment, beating its closest rival by close on R20 000 in the price of the parts and components that were considered as part of this affordability report.

The AA-Kinsey Report was followed by an equally glowing report from the National Automotive Dealer Association, who gave Mahindra its very first Gold Award.

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