Scorpio - Marketing an Automobile Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"We are extremely proud of the Scorpio and are sure that it would make both customers and car makers think seriously about the SUV segment. We have anticipated the potential of the SUV segment and believe that the strong value proposition the Scorpio offers would make it a winner."
- Anand Mahindra, vice chairman and managing director, M&M, in June 2002.1
"As a product mix, it is a perfect fit. I would rate it seven on a scale of 10."
- Bijoy Kumar Y, Editor, Business Standard Motoring magazine.2
Scorpio - Charging Ahead
Media reports, automobile enthusiasts and industry analysts had all given the SUV extremely positive reports. With demand for the vehicle growing steadily, M&M even had to increase its production from 1,800 units per month in 2002 to 2,000 per month in June 2003, and 2,500 per month by late 2003.
1] 'M&M launches Scorpio,' Business Standard (Online Edition), June 20, 2002.
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