Mahindra on an aggressive 2016 push

MANILA, Philippines - RISE. The word is an exhortation, a summons, a call to action. Rise is also Mahindra’s corporate slogan, which sums up what local Mahindra authorized distributor, Asianbrands Motor Corporate, has purposed to achieve in 2016.

The driving force of this determined marketing push is the opening of 11 new Mahindra dealerships in various parts of the country—all of them set to operate in the first half of the year. The dealerships include Congressional Avenue in Quezon City; Fairview; Metroeast in Marikina City; Isabela Province; La Trinidad in Benguet; Ilocos Norte; Sariaya in Quezon Province; Lipa City in Batangas; Talisay, Cebu, Bohol and Iloilo.

They will join 12 others that have already opened in 2015 – Las Pinas City; Quirino Ave. in Manila; Tramo in Pasay City; Mandaue City; Gorordo Ave. in Cebu City; Butuan; Cagayan de Oro;  Cubao, Quezon City; Cabanatuan, Nueva Ecija; Santo Tomas, Batangas; Puerto Princesa, Palawan; and Davao city.  This will bring Mahindra’s nationwide dealership network to 23.

Already acknowledged as the fastest growing automotive brand in the country in 2015, the local Mahindra distributor is bent on duplicating its success in government fleet sales as a springboard for its commercial sales endeavor.  Only last year, Mahindra won a government bid to supply the local Philippine National Police with some 1,300 patrol jeeps. At the frontline of this new commercial venture are the Mahindra Enforcer single and double cabs and the Mahindra Xylo and Scorpio models – all fast-selling SUVs in their Indian home country.

Mahindra is one of India’s foremost automotive brands. Its market dominance is driven by two models: the jeep and the tractor.

It was in 1947 when Mahindra acquired the rights to build the WWII Willy’s Jeep, unintentionally bonding Philippine and Indian motoring ancestries. While Filipinos choose to extend jeeps for public transport, Mahindra has instead produced newer, improved versions using the original design’s simple sturdy form, evident in the Mahindra Thar.

The other driver of Mahindra’s success is the humble tractor which the company first started selling in the early 60’s. Mahindra is now the world’s largest tractor company in terms of sales volume, plowing fields and helping the agricultural development of over 40 countries around the globe.

To show Mahindra’s resolve and commitment to produce only world-class vehicles, the conglomerate has recently acquired a controlling interest in the famous Italian design house and coachbuilder, Pininfarina, in a deal reportedly worth Euros 168 million.

Mahindra’s boss Anand Mahindra said “The legendary high-end design credentials of Pininfarina will significantly enhance the design capabilities of the entire Mahindra group. Given the increasing design sensibilities of today’s consumers, product design will greatly influence customer choice.”

Both tractor and jeep are regarded as symbols of post-war Indian prosperity. They represent financial stability, freedom and self-determination – values in line with the Mahindra corporate slogan – “Rise”- which, no doubt, Filipinos will agree to as they drive Mahindra’s world-class workhorses on Philippine roads.

Asianbrands Motors Corporation (AMC) is a newly incorporated automotive distributor company of the Columbian Group of Companies committed to introduce the Mahindra brand into the Philippine market. As a full-service automotive distributor, AMC is devoted to providing the buying public with the complete automotive ownership experience deserving of a respected automotive brand with a 70-year heritage. As such, apart from bringing in a diverse line-up of quality vehicles, the company is also committed to building an entire workforce devoted to provide quality service and parts availability, a competent dealership network, marketing and communications efforts, as well as customer satisfaction strategies and corporate social responsibility initiatives.

The Mahindra Group is a USD 16.9 billion multinational group based in Mumbai, India, providing employment opportunities to over 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology, financial services  and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two-wheeler industries.

In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world’s largest, most powerful public companies, as measured by revenue, profit, assets and market value. The Mahindra Group also received the Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category in 2013.