South Africa has become the first country outside India to get the latest product 'Genio' from the Mahindra range of pick-up vehicles.
Mahindra South Africa has added another variant to its range of one-tonne Genio pick-ups that are proving very popular in the country.
"This new addition is in response to customer requests and in line with Mahindra's policy of listening to feedback and adapting our product range to meet these needs, when volumes make it viable," said Mahindra South Africa CEO Ashok Thakur.
"In the case of the Genio with drop sides and a flat load bed we see this is well suited to small business operators in need of a versatile, reliable and tough 1.2 tonne light commercial vehicle to facilitate their daily working operations and delivery needs," Thakur said.
In the past, Mahindra has adapted Indian domestic models , such as the Bolero, Scorpio, Thar and Xylo, for sale in the South African market, but the Genio is the result of a new global approach to research and development.
"The Genio is the result of extensive worldwide research in terms of what the pick-up buyer requires in the various markets where this type of vehicle is popular," Thakur said, adding that South Africa was the first country outside India to receive the Genio.
Mahindra sees the Genio as a versatile pick-up that sits between the requirements for a workhorse bakkie and a recreational vehicle.
The Genio is made at Mahindra's state-of-the-art manufacturing facility in Chakan, which was completed in November 2009, with an initial manufacturing capacity of 300,000 units a year and the potential to double this output in the future.
Mahindra South Africa is a fully-owned subsidiary of the $15.9-billion Mahindra Group, Mahindra & Mahindra of India, which was established in 1945.
The company operates in South Africa with over 50 dealerships, and is also exporting vehicles to Zimbabwe, Zambia, Botswana, Swaziland and Namibia.
Mahindra South Africa has achieved significant growth in the country since its establishment in October 2004, and since then, the company has sold a total of approximately 18,000 vehicles.