Auto market expert Hormazd Sorabjee has highlighted the challenges Mahindra & Mahindra's newly launched 3XO SUV faces in disrupting the dominance of Maruti and Tata Motors in the segment. Despite the 3XO's impressive features and competitive pricing, Sorabjee emphasized that Mahindra must focus on improving service and reliability to achieve market leadership.

Mahindra's New 3XO: Making a Strong Entry

According to Hormazd Sorabjee, Mahindra's latest offering, the 3XO, has generated significant buzz in the market. "They have come out all guns blazing with this 3XO. It was sort of like a do or die for them because this is one segment they have not been competitive in at all and they really want to grab market share," said Sorabjee. He noted that the SUV, packed with features and competitively priced, has impressed customers and drawn many to showrooms.

Key Challenges Ahead

Despite its initial success, Sorabjee pointed out that maintaining long-term success will be challenging. "At the end of the day, you have got a player like Maruti which offers a more basic car compared to the 3XO, yet it sells in large numbers. So what that tells you is that factors like service and reliability turn out to be crucial," he explained. Mahindra will need to deliver on these aspects to sustain interest and demand.

Competitive Landscape

Mahindra faces tough competition from other automakers, particularly from Korean brands like Hyundai. "You have got the Venue and the Sonet, which are very competitive, and everyone else can also play the price game. So, it remains to be seen how others react," said Sorabjee. He noted that Tata Motors often responds by adjusting prices to stay competitive, and the revamped Tata Nexon remains a strong contender despite the 3XO's superior powertrain.

Future Prospects

Looking ahead, Sorabjee believes that the 3XO has potential but maintaining momentum will require ongoing effort. "The 3XO is a formidable competitor and has the potential to challenge the Nexon's numbers," he said. However, he cautioned that market dynamics and competitive actions from rivals like Tata Motors and Hyundai will play a crucial role in determining Mahindra's success in the SUV segment.

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