Does It Make Sense For Mahindra To Launch The XUV 5XO? » MotorOctane

Recently, we speculated that Mahindra could relaunch the XUV500 as the XUV 5XO in India. In fact, the brand has already trademarked the nameplate along with the XUV 3XO & the XUV 7XO. However, if you take a look at the journey of Mahindra, the chances of the success of the 5XO as a product look slim.
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What Could Go Wrong?

For the past few years, Mahindra has been enjoying its run in the market with some of the best-selling SUVs in its lineup. Among all, the majority of the SUVs have succeeded solely because of the product placement. For instance, Mahindra have SUVs like Bolero/Bolero Neo, Scorpio N & Scorpio Classic and the Thar & Thar Roxx – in segments where there are no or very few direct competitors. And this has been a proven strategy as we have witnessed a similar setup for the XUV500 in the past.

The XUV700 was exceptional, as at the time of its launch, the SUV already had a rival – the Tata Safari. However, the Safari was not greatly accepted by the audience a few years back. Why? Well, it was difficult for many to call a 7-seater version of the Harrier – a Safari! Even the product itself lacked features & engine options. On the other hand, the XUV700 with its rugged design, feature-loaded offering & powerful engine options stole the show. The result – it became the best-seller in no time!

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Red Flag For Mahindra

At the same time, Mahindra tried to compete with well-established segments twice & is yet to see the same success as the other SUVs. In the past, we saw the Mahindra Marazzo, which rivalled cars like the Maruti Ertiga & some variants of the Innova Crysta. Now, although the Marazzo was a fresh & feature-loaded MPV, it could not withstand the popularity of the Innova or the Ertiga. Similarly, the XUV300 or the XUV 3XO also could not impress the buyers in a similar fashion as some other Mahindras. Popular SUVs like the Tata Nexon or the Maruti Brezza are miles ahead in monthly sales compared to the XUV3XO!

Coming to the XUV 5XO, the setup for Mahindra is similar to what we have seen with the Marazoo or the XUV 3XO! The 5XO will likely compete with other mid-sized SUVs, a segment that already has dozens of models! Especially, it has an SUV like the Hyundai Creta & the newly launched Tata Sierra – which has already started to create trouble for the Hyundai SUV! So, launching a new SUV in such a competitive market will make Mahindra think about its past experiences.

But what if Mahindra still decides to launch the XUV 5XO to rival the likes of Hyundai Creta, Tata Sierra and other SUVs?

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Factors Mahindra Should Consider!

To make the XUV 5XO a successful launch, Mahindra will have to make sure it packs all the pros of its already successful models. For instance, Mahindra have been popular in making some of the best platforms for its SUVs that are responsible for superior ride & handling. For the XUV 5XO, Mahindra will likely use its latest NU_IQ modular platform. The brand is already testing the SUVs based on this platform extensively, and the first product underpinned by NU_IQ will likely launch in 2027.

Similarly, introducing first in the segment features is what Mahindra is always known for! The current mid-size SUV segment has almost everything a buyer may ask. To make the 5XO stand out from the crowd, Mahindra will try to offer tech like Level 2+ ADAS, auto park, rear ventilated seats and some other luxury features.

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What also makes Mahindra SUVs drivable are the excellent engines. Whether it’s the diesel or the petrol, Mahindra’s drivetrains are power-packed, which enhances the overall driving experience. Similarly, we can expect the 5XO to come with the most powerful petrol & diesel engines in the segment.

And finally, the design! Well, of course, it is a subjective choice, but the fact that Mahindra makes one of the good-looking SUVs is undeniable. Its SUVs have commendable road presence & each SUV has some aggression on its face. Overall, they all look intimidating on the roads.

So, even if Mahindra plans to bring back the XUV500 as the XUV 5XO, the brand will have to tick all the boxes to make it competitive in a crowded mid-size SUV segment!

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