|
M&M's automotive division was created in 1994 following an organisational restructuring, but its origins go back to 1954. That was when the company entered into collaboration with Willys Overland Corporation (now part of the DaimlerChrysler group) to import and assemble the Willys Jeep for the Indian market. M&M began producing light commercial vehicles (LCVs) in 1965. Ever since its inception, the company has focused on developing its own manufacturing capabilities. As a result of its relentless ambition in this direction, M&M began indigenously producing vehicles within a short span of the collaboration agreement with Willys. Over the years the Mahindra brand in utility vehicles has come to represent high quality, ruggedness, durability, reliability, easy maintenance and operational economy. These are the qualities that have endeared the vehicle to individuals as well as institutions such as the Indian armed forces. M&M enjoys a market share of more than 50 per cent in this segment.
|
