Mahindra & Mahindra launched the Gio, its sub-one tonne compact truck, some time last year. By then, it was no secret that a one-tonner to take on Tata Motor’s Ace would follow. The Maxximo, the Ace-challenger, was unveiled in the Auto Expo at Delhi in January. It has now been launched. The Ace sells almost 9,000 every month. There is very less room for error.
In features, the Maxximo matches the Ace in most departments, including engine, payload carriage and cabin comforts. Experts believe it had to be configured thus to tell consumers that it gives more bang for the buck than the leader. The Maxximo is the first mini-truck to have a CRDe engine, which is more future-proof as emission norms speed up, apart from being more powerful, fuel-efficient and long-lasting. The two-cylinder C2 CRDe engine has four valves per cylinder to amplify CRDe’s benefits such as fuel efficiency, with less noise and vibration. The Maxximo can deliver 25 bhp of power and mileage of 20 km per litre, according to Mahindra & Mahindra. Gio characteristics such as a leaf-spring suspension make for a comfortable ride. Top speed of 70 km per hour, says the company, will leave scope for more trips per day, which will increase the transporter’s earnings.
On a loading tray of 35 sq ft, which is larger than others in the category, 850 kg of payload can be hauled on to the Maxximo in contrast to the Tata Ace’s optimum payload of 730 kg. The large ergonomic cabin, drive-by-wire throttle for an instant pick-up and load sensing proportionate valve brakes with booster for better braking and to reduce driver fatigue lend car-like traits to the Maxximo, Mahindra & Mahindra claims.
The price tag on the Maxximo, which the company has claimed is not merely an introductory offer but sustainable over time, is competitive. At Rs 279,000 (Mumbai) for the Bharat III variant, it is not at a premium for the extra features. With Rs 375 crore invested in the Maxximo’s development, its project team always had the target price in mind. To ease the burden for buyers who upgrade to the BS III variant, finance companies such as Mahindra Finance will provide margin money for upfront payments to the tune of Rs 50,000-60,000, according to Mahindra Automotive Chief Operating Officer Rajesh Jejurikar.
But price and features would not be the only deciders in the mini-truck segment which, market estimates suggest, will grow at 21 per cent per annum for the next few years. Mahindra & Mahindra also knows the mental barrier to buying a newly-launched commercial vehicle. Jejurikar notes, “Since livelihoods of the buyers’ depend on the use of commercial vehicles, there is a tendency to wait and watch when a new vehicle is launched. It is difficult to initiate buyers.” Jejurikar believes the promise of a year’s free maintenance would temper such inhibitions. “Not only are we telling them to forget about maintenance worries when they purchase the Maxximo but also that we have the confidence in the vehicle,” he explains.
With 550 outlets taking it deeper in to the rural market, Mahindra & Mahindra is ready to take on Tata Motors’ reach. The company has also resorted to technology such as video presentations on DVDs to make explanations more lucid for small town consumers at the sale points. From 2,000-2,500 Maxximos rolling out of its Chakan plant, Mahindra & Mahindra is looking to ramp up production to 3,000 in a year’s time. South and most of eastern India will have to wait for the second phase because the first rollout covers the north, west, and the states of Bihar and Jharkhand.