The overall sales of Mahindra Two Wheelers continue to dwindle. Their highest selling product – the Centuro has reached a three digit sales figure in November 2016.
Mahindra’s November 2016 sales stood at 1765 units. In October, the company sold 6918 units but this is largely due to the festive demand. Mahindra sold 3386 units and 3770 units in August and September respectively. The Centuro used to be a decent selling motorcycle till a couple of months ago. However, with the introduction of bikes like the TVS Victor and the Hero Splendor iSmart 110, the demand for the Centuro went down. It’s the same story with the Gusto scooters. The company was never been able to sell the Gusto 110cc and the 125cc scooters due to the lack of brand value of the company in the scooter space and also due to the presence of feature loaded scooters like the Suzuki Access 125, Hero Maestro Edge and the TVS Jupiter.
Mahindra has realised that getting into the mass market segment wont work for them because of which the company has decided to focus more on premium products like the Mojo which has a triple digit sales figure. Its recent announcement to introduce Jawa brands in India might help the company reposition itself as a premium biker maker.
Read more about Mahindra’s BSA acquisition here.
