The Mahindra Genio, with the various segments-first features, makes for a very exceptional product in the current Indian pick-up segment. Power-steering, car-like upholstered interiors, a modern looking front fascia and a top speed of 120kmph do seem like novelties as this bracket has hitherto been dominated by more rudimentary utility vehicles. The other pick-ups in the country by Tata Motors, Force Motors and Mahindra themselves are built on similar platforms, and none stand out. But as the Genio’s tagline suggest it is ‘born of big ideas’ and that does hold ground.
At present the Genio sports a single cab design and a double cab is in the offing. However, Indian families are far from adopting a pick-up as their norm du jour like the Americans who swear by pick-ups like the Ford F-series. Plus, the Indian pick-up buyer is not looking for comfort or style. So why has Mahindra launched such a product in India?
A spokesperson at the launch had said, “The Genio is a new concept in the segment. It is designed for the educated, new-age Indian businessman and trader. It will define the image of an individual’s business. It is meant for the captive segment.”
Over three months have passed since the Genio was launched and we have internal reports stating that Genio isn’t selling as well as Mahindra expected it to. “The Genio’s stylish image makes people feel that it isn’t rugged enough,” said a source.
So we spoke to a Mahindra spokesperson who said, “This is not true, the pay-load capacity is also on the higher side. There is no such pick-up in the country, so there is no real competition.” So we asked if any communication matter will be created to clear such a misconception. “We are already selling whatever we are making. We haven’t felt the need to advertise so far and the campaign will begin this month. The Genio has a pay-load capacity of 1250kg while it has been tested under more strenuous weight conditions. The 2.5-litre engine delivers 75bhp and 220 Nm of torque and it offers a good drive.”
The Genio could also be an export oriented product but the company maintains the Genio’s Indian stand while it will certainly be exported.
The Genio can thus be regarded as an ambitious, if not unconventional concept. The double cab could up the sales of the Genio for personal use. But we’ll only know this over time. As the spokesperson said, “In the future when need arises for such a product will be at the forefront.”
