The Mahindra Truck and Bus Division has launched the Mahindra Furio 7. Ashish Bhatia looks at the red hot crack for growth in the light commercial vehicle segment.
The Mahindra Truck And Bus Division (MTBD) introduced the Mahindra Furio 7 with the objective of giving a red hot crack at the six-tonne to 7.5-tonne sub-segment of Light Commercial Vehicles (LCVs). Known to constitute an estimated 50 per cent of the Total Industry Volume (TIV), MTBD is moving beyond its offering from the Jayo in the 3.5-tonne to six-tonne LCV sub-segment. The latest addition is a play on the Original Equipment Manufacturer’s end objective, of becoming a full range player in the three-tonne to 7.5-tonne segment. MTBD, with the launch of the Furio 7 is looking to double its revenue from the LCV segment by banking on the versatile modular platform in Furio. Taking centre stage at the virtual launch from the Chakan plant, Veejay Nakra, Chief Executive Officer, Automotive Division, Mahindra & Mahindra Ltd. stated, “It is an apt time for the launch given the improving macroeconomic factors and the emerging growth sectors.” “With this launch, we aim to become a top three brand in light and medium commercial vehicles. We are committed to offering double the value proposition,” he informed.
The differentiators
The Mahindra Furio 7 offerings are well thought of in a bid to stand out. According to Jalaj Gupta, Business Head, Commercial Vehicles, Mahindra & Mahindra Ltd., the Furio 7 launch and it’s subsequent commercialisation is a culmination of 500 engineers working with 180 suppliers and as part of an Rs.650 crore investment counting for a stellar effort from the MTBD team. Drawing its genes from the modular Furio Intermediate Commercial Vehicle (ICV) platform launched in 2019, the Furio 7 will be made available in three platforms: four-tyre Light Duty (LD), six-tyre Heavy Duty (HD) and a tipper variant. These are further bifurcated into the Furio 7 four-tyre cargo, 10.5 ft. High Side Deck (HSD) priced at Rs.14.79 lakh; Furio 7 four-tyre cargo 14 ft. HSD priced at Rs.15.32 lakh; Furio 7 HD six-tyre cargo with a 10.5 ft drop side deck priced at Rs.15.18 lakh and the Furio 7 six-tyre tipper with a 2.8 cu. M. fully built tipper price at Rs.16.82 lakh.
The platform
The Furio platform was envisaged as a modular platform capable of delivering multiple configurations. The Furio 7 is testimony to it. Together with the Furio ICV range, MTBD, according to Gupta, is increasing its addressability in the market. Explained Dr Venkat Srinivas, Senior Vice President – Product Development Head, Commercial Vehicles – Mahindra Group that when the company envisaged the Furio platforms, it was never envisaged as a single platform. Dr Srinivas said, “We envisaged the urio from the lower end of the LCV platform all the way through to the ICV and up to the medium commercial vehicle segment and so the platform architecture is very much capable of delivering products in that entire range.”
He drew attention to the new LCV cabin as the third cabin to join the day and sleeper cabin variants found up the order in the ICV range. On the trend of modularity and product range consolidation, Dr Srinivas shared, “Over the recent days and past several years, when you see wild market shifts, you suddenly see certain segments going up, and certain others coming down. One needs to clearly have the flexibility of trying to optimise investments and trying to make these products on the same platform which is a huge plus.” To deliver on the value propositions of the Furio 7, the company, according to Dr Srinivas, chose everything including the powertrains and all aggregates very carefully to ensure the delivery of performance on several fronts, all the way from the concept-stage of the development to the start of production. Special attention was given to light-weighting, aerodynamics and the design fronts to deliver on the crucial fuel-economy assurance on the Furio 7. Hinting at more action in the space, Gupta, assured of meeting the demands of the risk averse LCV operator. He also emphasised on the resale value being transferable where, for instance, the second owner could also enjoy the benefits of the truck.
Elaborating on the differentiators, Gupta, explained the ownership benefits customers can look forward to. “These include and are not limited to a higher mileage, higher payload, compact architecture, 85m narrow tilt cab, proven and rugged aggregates, best fit load body variants besides a host of superior features,” he said. The Furio 7 variants will be backed by touch points for the range which include 90 3S dealerships, 210 authorised service centres, 34 MPlaza outlets, 1600 spares retail outlets. MTBD is offering a three years unlimited kilometres (LCVs do ~25,000-30,000 kms on an annual basis), transferable warranty to sweeten the deal. In a twin value proposition, the company has assured potential customers of the Furio 7, those looking to upgrade to the higher tonnage bracket in the LCV segment, a better mileage. Failing which the company will allow them to return the truck. Over the life cycle of this purchase, after a period of five years, those buyers looking to upgrade stand to benefit from an assured resale value announced by the company at the launch, Gupta concluded.
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