Have you ever imagined a pick-up truck with car like interiors and with features like Air-conditioner, 2 din music system on Indian roads? If yes, then the answer is Genio DC - the next generation pick up truck which promises to create a newer style conscious commercial market for itself. The days are over when small business owners would rely on their utility based, sluggish looking vehicle which are mostly driven by paid drivers. Genio DC will up the aspirational feel in the segment and give a world class product in utterly competitive price.
Mahindra and Mahindra rolled out the two cabin pick up - 'Genio' on Wednesday, 6 June 2011. The earlier version of the commercial vehicle was a single cabin pick up which could accommodate the driver, a co-passenger and their cargo. The latest would have two passenger rows and a cargo space - double cabin pick up. Pick-up trucks such as these are hugely popular in Thailand and Europe. And judging by the growth in the retail and infrastructure industry here, we know this will be a ready market in India," Vivek Nayer, Senior VP, Marketing for the automotive division said.
The other pick up on similar lines is Bolero double cabin but the company is sure that there would be no cannibalization. This despite there is only a difference of Rs 38,000 between the Genio and the Bolero double cabin pick up. The base variant of the new car is at priced at Rs 5.46 lakh while the higher variant which comes with more fittings is at Rs 5.95 lakh. " Although this will be an international class product compared to the Bolero there will be takers for both varieties," Nayer said.
Mahindra foresees a huge potential in the style & feature conscious commercial pick-up market. The company is all set to give birth to a new trend in the industry and is expecting to reap the first movers advantage. The current moves also displays the company's intent for expansion in the pick up segment and also maintain the dominant 75% market share they have in a segment that industry watchers say is being eyed by General Motors and Volkswagen.