Project Scorpio: The Making of India's First Indigenous Sports Utility
Vehicle
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : OPER046
Case Length : 14 Pages
Period : 1997-2004
Organization : Scorpio
Pub Date : 2005
Teaching Note : Available
Countries : India
Industry : Automobile
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"Project Scorpio was not a top-down strategy nor one man's
vision; it was a bottom-up programme."
-Anand Mahindra, vice chairman and managing director of M&M,
in 2002.1
"Scorpio was a journey towards creating a new category and
a new market."
-Rajesh Jejurikar, vice president, marketing, automotive
sector of M&M, in 2003.2
Scorpio Makes A Mark
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In November 2003, Mahindra and Mahindra (M&M), a major automobile and farm
equipment manufacturer, became the second auto company in India to receive the
prestigious National Award for Research and Development. The award was given in
recognition of its achievement in manufacturing India's first indigenously
developed Sports Utility Vehicle (SUV), 'Scorpio'. The award was presented by
the Department of Scientific and Industrial Research, under the Government of
India's Ministry of Science and Technology. Several parameters, like financial
inputs, scientific and technological advancement of the project, status of
in-house Research & Development, environmental consciousness, and use of
imported technology, were applied in judging the winner.
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The National Award was just one of the major awards that came Scorpio's way
since it was launched in mid-2002. Within a year of its launch, the vehicle
also won the 'Car of the Year' award from Business Standard Motoring, the 'Best SUV of the Year' by BBC Wheels and the
'Best Car of the Year', also
from BBC Wheels.
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In addition, it was also the winner of CNBC and Auto Car's 'Car of the Year
2003' award (generally considered to be the Oscars of the Indian automobile
industry), and the 'Product Launch of the Year' award given by the Business
Standard Brand Derby. "Scorpio is the result of extensive R&D, right from
concept to commercial production," said Anand Mahindra (Mahindra), vice
chairman and MD of M&M.3
Analysts said the main reason for Scorpio's remarkable success in the Indian
automobile market was that it catered to a previously neglected niche.
Scorpio fell between a passenger car and an SUV. |
While it was designed as and looked like an SUV (with its
sporty looks and sturdy design), it also offered all the comfort and elegance of
a passenger car. Therefore, Scorpio's target market straddled both passenger car
buyers as well as SUV fans.
Project Scorpio: The Making of India's First Indigenous Sports Utility Vehicle
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