Abstract

The case discusses the making of Mahindra and Mahindra (M&M’s) sports utility vehicle Scorpio, which was launched in June 2002. Scorpio had been in the making for five years and M&M collaborated with first tier suppliers from around the world for its components. The manufacturing system was based on Integrated Design and Manufacturing (IDAM), which allowed the company to make vehicles flexibly, according to customers’ preferences, through quick product development. M&M also used a lean young team of 120, the average age being 27. Scorpio became an instant success when it was launched, not only helping M&M regain its slipping market share, but also to shake off its image as a maker of sturdy but aesthetically unappealing vehicles. Scorpio also had the distinction of being India’s first indigenously manufactured SUV.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Cross-functional teams, manufacturer-supplier relationship, automobile industry, the making of Scorpio.

Keywords

Scorpio, Mahindra & Mahindra, Sports Utility Vehicle, Indian Automobile Market, Anand Mahindra, Tata Sumo, Tata Safari, Integrated Design and Manufacturing (IDAM), 9. Mahindra Product Development System (MPDS), Supply Chain Management, C.K.Prahalad, Cross-Functional Teams, Vendor Development, Toyota Qualis and Operations Management