SUV are precious. At least for Indian customers with all choices cornering around the iconic Toyota Fortuner, they weren’t really spoilt for choices.
Mahindra, the erstwhile king of SUV has made it boldest move with its all new Alturas G4 that is smart enough to become the second largest in the SUV game. Indian market has been surging towards SUV in the past, but largely for compacts and the premium ones like the Toyota Fortuner or Ford Endeavour has seen stunted growth.
The SUV’s known for their handling capability and robust strength making them emerge as a great status symbol allowing Mahindra, part of US $20.7 billion Mahindra Group, to score high with its most expensive machine ever for Indian customers.
The Alturas G4 making a strong statement with its smarter design cues and technological prowess. Developed with the original cost of $230 million (Rs 1,625 crore) by SsangYong - its South Korean subsidiary - it will be the new flagship for Mahindra and lead its fresh attempt at tapping the premium SUV segment, with a newly tuned 2.2 litre diesel mated to a 7-speed automatic transmission sourced from Mercedes-Benz. Basically burrowed as a complete ladder-frame chassis and cabin from Ssangyong,- sold internationally as Rexton - the Alturas is the first badge oblivious with its legendary ‘O’ insignia of Mahindra.
It might not change major fortunes of India’s SUV specialist, but should truly establishes Mahindra’s foreplay into the off-roader premium SUV market. Being sold at the starting price of Rs 26.95 lakh (ex-showroom) price tag and going to Rs 29.95 lakh for the top-spec AWD. Its placed under the hugely successful Fortuner and threatens the number two slot of Endeavour with a clear price advantage.
Pawan Goenka the Managing Director of Mahindra & Mahindra aims to corner at least 10% of the segment with the promise of consistent performance with the new brand. “The launch of the Alturas G4 is a significant moment in the automotive journey of Mahindra which will take the brand to the next level. With the Alturas G4, we have decided to adopt an endorsed brand strategy which will heighten brand desirability & aspiration. The product is the epitome of luxury in every sense. Therefore, we believe the Alturas G4 aptly redefines royalty which is also its positioning and corner a handsome share in the luxury SUV market.”
With advanced high-tech features and multiple safety equipment, the Alturas G4 is all set to create a new benchmark in the high-end SUV segment. It is already available at Mahindra dealerships across India starting November 26 and in few months the picture will be clear on its fortunes and endeavours in the Indian market.
