Mahindra to have fewer brands, more extensions in its comeback trail

The XUV700, its latest SUV offering that broke cover on Saturday, is the first model that marks the shift in the strategy

Mahindra & Mahindra (M&M) is set to embark on a sharper brand architecture as it seeks to make a strong comeback in the competitive sport utility vehicle (SUV) market, said a senior company executive. It will have fewer 'top head' and brands and will instead rely on brand recall to launch new models (rather than new brands). It will create differentiation by way of brand extensions.

“Henceforth, we’ll have a lot more focused strategy on nameplates and a sharper brand architecture. It’s based on our research that the same brand can cater to different types of buyer profiles by way