Indian automaker Mahindra & Mahindra is set to enter the 2-million unit market for mid-sized pick-up trucks with a new global lifestyle pick-up truck. The vehicle will debut in key export markets like South Africa, Australia, New Zealand, Africa, the Middle East, and South & Central America, aiming to achieve a double-digit market share in these regions. The company’s expansion strategy also involves launching the pick-ups in left-hand drive markets, including the European Union and the UK. While a timeline for the Indian market launch was not provided, the pick-ups will eventually be produced in Mahindra’s existing international assembly plants.

Additionally, Mahindra revealed its plans to consolidate its electric vehicle (EV) brands, merging XUV.e and BE into a single identity, complete with a new logo. The electric SUV factory in Chakan, Pune, is set to become operational by the end of 2024, with the launch of the XUV.e8. This factory aims to produce up to 200,000 electric SUVs by 2027, contributing to the automaker’s goal of achieving up to 30% of its sales from EVs by the turn of the decade.

The company showcased an EV concept of its popular off-roader Thar and reiterated its commitment to launching five born electrical products, maintaining its plans despite the new concept. Collaborations with music composer A.R. Rahman and companies like Dolby Atmos and Harman Kardon are aimed at enhancing the auditory experience of the born EVs.

Veejay Nakra, President of the automotive division at Mahindra & Mahindra, emphasized the global nature of the company’s product strategy, focusing on understanding market needs across multiple regions and scaling its presence in both existing and new markets. This marks the first phase of Mahindra’s globalization plans, with a second phase set to introduce new markets and products.