Friday, September 06, 2013
By Kamal Swami
Mahindra Scorpio takes over Renault Duster
War of establishing dominance in SUV segment between Mahindra Scorpio and Renault Duster is getting critical with each passing day. According to sales statistics data revealed by both the companies depict that Mahindra Scorpio has succeeded in ruling over Renault Duster in month of August 2013. It is reported that Mahindra and Mahindra sold out 3,356 units of Scorpio in August as against 2,967 units of Renault Duster sold during the same period. It would be important to mention here that the same scenario prevailed in the month of July wherein Scorpio recorded sales of more than 150 units sold against Duster. The figure of Scorpio units sold in month of July was 3,256 as compared to 3,089 units of Duster sold in July. It would be interested to know that during the first six months of current year Renault Duster was moving ahead than Mahindra Scorpio. During this period Renault had sold 36,545 units of Duster in India whereas on the other side number of Mahindra Scorpio stood to 32, 867 units. With results coming out from last two months it seems that now situation is tilting towards Mahindra.
According to industry experts, the major reason for this shift to Scorpio has been intensive marketing strategy adopted by Mahindra and Mahindra for sale of Scorpio. It is speculated that Mahindra and Mahindra will now try to retain the same situation in coming months. Commenting on this lead Mr. Pravin Shah, Chief Executive (automotive) M&M said, since its inception Scorpio has succeeded in dominating its dominance in Indian market. According to Mr. Shah, in existing market conditions with increased duty and decline in demand of vehicles retaining the strong position in market has been possible due to powerful performance, style and authenticity of Scorpio.
On the other side Mr. Sumit Sawhney, ED (Sales and Marketing), Renualt India said, that comparison between both Scorpio and Duster is inequitable because these vehicles are designed and liked by different segments of customers. And therefore comparison between both of them will be an illogical practice. According Mr. Sawhney, although there is decline in market of SUV’s but still Duster has succeeded in retaining its position among the auto lovers. From this statement it is cleared that Renault is not interested to start any debate on this subject. Though whatever the fact is, one thing is clear that in coming days some hot scenario will emerge in SUV market.