Mahindra has been focussing on the Duro 125DZ after it gave it a telescopic suspension, higher handle bar, a new headlight and in general better ergonomics. In fact, Mahindra have been so confident of the new Duro DZ that in some places they have put in place a marketing initiative which challenges a customer to ride a Duro DZ and buy another scooter and take a cheque of Rs. 500. There were advertisements comparing the Duro with the Honda Activa, the runaway market leader and saying that the Duro was better. In its previous incarnation with Kinetic the scooter could do nothing leave alone challenge the mighty Activa, but Mahindra has started doing the unthinkable; taking the war to the Activa’s turf and if March is anything to go by, it has started making inroads significantly. Emboldened by this the company has now decided to make the Rs. 500 challenge national.
Here is the full Mahindra press release.
Mahindra Two Wheelers Ltd (MTWL), a part of the US $14.4 billion Mahindra Group, continued to build its presence in the two wheeler segment, in March 2012. The company’s recently launched Duro DZ scooter has received an incredible customer response across India with more than 10,000 units sold in March alone, resulting in an over 200% growth for the product, over February 2012
“The fact that retail volumes for the new Duro DZ have more than doubled in March has proved that consumers across the country have appreciated the product’s ‘Romba Solid’ value proposition which makes it the most suitable 125 cc scooter for tough Indian roads. Last month, we had offered to pay Rs. 500/- to any person who `test rides’ the new Mahindra Duro DZ and yet, decides to buy a scooter from a competing brand. This reflected the confidence we have in the Duro DZ. This unique challenge, was launched in key cities in South India, and received an overwhelming response with customers clearly preferring the Romba Solid Duro DZ. This month we are renewing and extending this challenge nationally” said Mr. Viren Popli, Senior V.P. Strategy and Market Development, Mahindra Two Wheelers.
The company’s cumulative scooter sales from April 2011 to March 2012 stood at 1,34,570 units. Sales in March 2012 were 12,750 units. Mahindra 2 Wheelers’ powerful 125 cc scooters cater to a range of consumer segments. The Mahindra Duro DZ is positioned as a solid family scooter, while the Mahindra Rodeo with its very innovative, contemporary features is popular amongst young couples. The Mahindra Flyte is the Indian woman’s two-wheeler of choice.
About The Mahindra Group
The Mahindra Group focuses on enabling people to rise. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology and vacation ownership. Mahindra has a presence in the automotive industry, agribusiness, aerospace, components, consulting services, defence, energy, financial services, industrial equipment, logistics, real estate, retail, steel and two wheelers.
A US $14.4 billion multinational group based in Mumbai, India, Mahindra employs more than 144,000 people in over 100 countries. In 2011, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most powerful listed companies in the world. Dun & Bradstreet also ranked Mahindra at No. 1 in the automobile sector in its list of India’s Top 500 Companies. In 2010, Mahindra featured in the Credit Suisse Great Brands of Tomorrow. In 2011, Mahindra acquired a majority stake in Korea’s SsangYong Motor Company.
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