Marketing Strategy of Mahindra & Mahindra: How India’s Leading SUV Brand Scaled Growth in 2026

About Mahindra & Mahindra

Mahindra & Mahindra, founded in 1945, is a key company of the Mahindra Group, one of India’s most trusted conglomerates. With operations in 100+ countries and a workforce of 260,000+ employees, Mahindra has built a strong global presence.

In the automotive space, the brand is widely recognised for shaping India’s SUV segment, with iconic models like Scorpio, Bolero, Thar, and XUV700 symbolising toughness, reliability, and value for money.

Currently, Mahindra possesses:

• India’s No. 1 SUV brand and No. 2 Passenger Vehicle manufacturer by revenue
• Strong leadership in utility and off-road vehicles
• Rapid growth in EVs through the Born Electric platform
• Record SUV sales of 625,603 units in CY 2025 (18% YoY growth)
• FY 2024–25 SUV sales of 551,487 units, the highest ever (20% YoY)
• Market share growth from 5.0% (2020) to ~14.9% (2025)
• Became the second-largest automaker in India, overtaking Hyundai in 2025
• Crossed 50% market share in the LCV <3.5T segment
• International business grew 41% YoY
• Only Indian automaker to achieve DJSI World Leader status

From a marketing perspective, Mahindra focuses on preserving its deep-rooted trust and rugged brand DNA while evolving into a modern, aspirational, and technology-led automotive brand balancing heritage with future-ready innovation.

Explore how Hyundai approaches marketing in comparison to Mahindra in our Marketing Strategy of Hyundai.

Marketing Objective or Business Challenge

Mahindra’s marketing objectives are focused on strengthening its leadership in the Indian SUV market while adapting to evolving consumer expectations. The brand aims to expand demand across compact, mid-size, and premium SUV segments, while modernising its image from rugged and utilitarian to aspirational, tech-forward, and urban-friendly.

High-impact product launches powered by teaser campaigns, digital storytelling, and experiential marketing are designed to drive immediate bookings and brand buzz. Mahindra is also strengthening digital-first engagement through SEO, social media, and video platforms to influence research-driven purchase decisions.

Additionally, with its Born Electric platform, the company seeks to educate consumers on sustainability and accelerate electric SUV adoption.

However, rapid growth has exposed key business challenges. Record bookings have strained service quality, delivery timelines, and spare-part availability, impacting customer trust-especially in urban markets.

Quality concerns in premium models, rising operational costs, EV transition pressures, and continued dependence on rural and agricultural demand further pose long-term risks in an increasingly competitive automotive landscape.

You can also check out the Marketing Strategy of Maruti Suzuki to understand how India’s largest carmaker drives mass-market dominance.

Marketing Channels Used by Mahindra

1. Digital Marketing
Mahindra uses SEO, YouTube, Instagram, and paid search to educate customers, showcase product performance, and generate high-intent traffic. 

Monthly website traffic: 2.7+ lakh visitors, reflecting the brand's consistent use of SEO and digital campaigns.

2. Traditional Marketing
Mahindra creates mass awareness via TVCs, print ads, and outdoor hoardings to establish category trust with consumers in urban and rural markets.

3. Experiential Marketing
Through Mahindra Adventure and motorsports initiatives, consumers are provided with real driving experiences that showcase rugged performance and off-road capabilities.

4. CSR Marketing
Campaigns such as "Rise for Good" help build Mahindra as a responsible and purpose-driven brand focused on sustainability.

5. Influencer & Celebrity Endorsements
Mahindra collaborates with celebrities and influencers to strengthen brand credibility, expand reach, and connect emotionally with both urban and aspirational audiences.

6. Rural-Focused Marketing Channels
The brand runs targeted rural marketing initiatives for tractors and utility vehicles, highlighting durability, reliability, and performance to resonate with monsoon-dependent and agricultural markets.

Read the Marketing Strategy of Tata Group to see how another Indian conglomerate balances legacy, innovation, and EV growth.

Mahindra Marketing Strategy Breakdown

1. Pre-Launch Buzz & Scarcity Marketing

Mahindra's biggest strength lies in launch marketing. Before introducing vehicles like XUV700, Thar Roxx, and BE EVs, the brand rolls out:

• Teaser videos with dramatic visuals
• Feature leaks through controlled media
• Design sketches and concept reveals
• Countdown-based reveals

This creates anticipation and scarcity, leading to record-breaking bookings within minutes. Vehicles are positioned as events, not just products.
Example: Thar Roxx received 1.76 lakh bookings in 60 minutes in 2024, driven by scarcity-led pre-launch campaigns.

2. Digital-First Product Storytelling

Mahindra leverages YouTube and Instagram heavily to explain:

• Safety features (especially ADAS in XUV700)
• Performance benchmarks
• Off-road capabilities
• Tech and infotainment systems

Instead of flashy ads, the brand focuses on functional storytelling, helping buyers justify high-involvement purchases logically and emotionally.

3. Experiential Marketing with Mahindra Adventure

Mahindra Adventure is a standout pillar of its marketing strategy. Through curated off-road experiences and rally sponsorships, Mahindra allows customers to experience vehicles in extreme terrains.
This builds:

• Authentic proof of performance
• Community-driven loyalty
• Strong word-of-mouth marketing

Few auto brands invest so deeply in experience-led branding.

4. Purpose-Driven CSR Marketing

Mahindra integrates social impact into its brand narrative through campaigns like "Rise for Good."

Key focus areas include:

• Education (Project Nanhi Kali)
• Healthcare (Lifeline Express)
• Sustainability and renewable energy

This approach helps Mahindra connect with values-driven consumers, especially younger audiences.

5. Strategic Pricing & Variant Expansion

Mahindra smartly introduces:

• Multiple variants across price points
• Feature-rich mid-variants for mass appeal
• Limited editions to maintain excitement

This ensures accessibility without diluting brand equity.

Results & Impact

Mahindra & Mahindra's marketing continues driving massive growth into 2026, building on 2025's record performance with even stronger momentum.

• SUV Leadership: India's 1 SUV brand maintains dominance with continued double-digit growth
• Market Position: Solid 2 passenger vehicle maker status after overtaking Hyundai
• Digital Traction: 2.7+ lakh monthly website visitors from SEO, launch campaigns, YouTube storytelling
• Model Strength: Scorpio, Thar/Thar Roxx, XUV7XO leading sales with blockbuster bookings for new EVs
• Campaign Success: Scarcity-driven launches generating lakhs of bookings within hours

Check out the complete SWOT analysis of Mahindra & Mahindra to evaluate its market position and competitive strategy.

What Worked & Why

Mahindra & Mahindra got a lot right by simply nailing the basics and backing them up with smart, consistent marketing. At the core of its success is a strong product-market fit.

Mahindra’s SUVs are built for real Indian roads, and models like the Scorpio, Thar, and XUV700 clearly address everyday concerns around durability, long drives, and tough terrain. When the product genuinely works, trust follows naturally.

Another big win was how Mahindra handled pre-launch marketing. Instead of waiting for showroom launches, the brand built excitement early using teaser videos, feature reveals, and countdown campaigns. By the time the vehicles arrived, demand was already high.

The brand also leaned heavily into experience-led branding. Initiatives like Mahindra Adventure gave customers a chance to see vehicles perform in real conditions, which helped build credibility and strong word-of-mouth.

Most importantly, Mahindra & Mahindra stayed true to its identity. Even while adopting modern digital storytelling, the brand never lost its core values of toughness and reliability-and that consistency made all the difference.

What Didn’t Work & Why

Despite its strong growth and market leadership, Mahindra & Mahindra faced a few challenges that limited the full impact of its marketing efforts. On social media, the brand’s content leaned more toward product features and information, which reduced virality compared to newer, digital-first brands that focus on trend-led and creator-driven storytelling.

Another key issue was the gap between marketing promises and real-world execution. Long delivery timelines, inconsistent dealership experiences, and after-sales service issues affected customer trust, especially among urban buyers.

Mahindra also entered the EV conversation slightly later than early movers, slowing initial awareness and education around electric mobility. Additionally, strategies that worked well in India saw limited success in international passenger vehicle markets due to lower brand recognition and insufficient localisation.

These gaps underline the need to match strong marketing with equally strong operations.

To understand how EV-first brands operate globally, check out the Marketing Strategy of Tesla.

IIDE Student Recommendations: Key Areas for Brand Improvement

To strengthen its marketing strategy further, Mahindra & Mahindra can focus on a few clear, high-impact areas.

1. Scale Short-Form Video Content

• Short-form videos are where younger audiences spend most of their time, and Mahindra can use this format to stay relevant and visible.
• Invest more in Reels and YouTube Shorts
• Highlight features, off-road capability, and real-world usage
• Improve discoverability among Gen Z buyers

2. Improve Post-Purchase Communication

Better communication after purchase can go a long way in rebuilding trust and managing expectations.

• Share clear delivery timelines
• Provide proactive service updates through digital channels
• Reduce customer dissatisfaction and confusion

3. Strengthen EV Education Marketing

Many buyers still hesitate because EV ownership feels complex, and simple education can change that.

• Create easy-to-understand content on charging and range
• Explain ownership costs clearly
• Support faster adoption of the Born Electric portfolio

4. Leverage Auto Influencers More Deeply

Authentic voices matter more than celebrities when buyers are comparing options.

• Partner with credible auto reviewers
• Work with long-term test drivers
• Influence high-intent buyers during the consideration stage

5. Build Owner Communities

Strong communities turn customers into long-term brand advocates.

• Create exclusive digital communities for owners
• Introduce loyalty and referral programs
• Encourage repeat purchases and advocacy