Mahindra - RMA

Dealer Proposal

RMA Indonesia
Mahindra Group Profile
Mahindra Group Profile
Mahindra Group Profile
Mahindra Group Profile
Mahindra Group Profile
Mahindra Group Profile
Mahindra Group Profile
Mahindra Automotive
Mahindra Automotive
Mahindra Automotive
Mahindra Automotive
Mahindra Automotive
Mahindra Automotive
Mahindra Automotive
Mahindra Automotive
Indonesia Market
Automotive sales volume trend by brand
No Brand 2015 2016 2017 2018
1 Toyota 321,818 381,570 371,332 352,161
2 Daihatsu 167,808 189,683 186,381 202,738
3 Honda 159,253 199,364 186,859 162,170
4 Mitsubishi (Passenger & Pick Up) 76,326 66,443 79,807 142,861
5 Suzuki 121,805 92,950 111,660 118,014
6 Isuzu (Truck and Passenger) 19,350 16,848 20,085 26,098
7 Wuling 5,050 17,002
8 Datsun 29,358 25,483 10,484 10,433
9 Nissan 25,108 13,153 14,488 6,885
10 Mazda 8,895 5,107 3,861 5,657
11 Chevrolet 4,541 2,540 3,617 2,509
12 BMW 2,700 2,506 2,800 2,360
13 Hyundai 1,511 1,324 1,271 1,415
14 Lexus 648 1,040 1,282 1,310
15 DFSK 159 1,222
16 Tata 1,388 989 1,065 1,111
17 Mini 477 370 553 520
18 Volkswagen 605 597 537 511
19 Renault 199 134 511 273
20 Peugeot 40 41 34 139
21 KIA 2,814 1,442 837
22 Mercedes * 3,784 4,233
23 Land Rover 142 34
24 Jaguar 27 8
25 Ford 4,986 484

*Mercedes & Smart & KIA didnt send data to Gaikindo in 2017 & 2018
** Commercial brand : Hino,Fuso,UD Trucks,MAN,Scania not included
Indonesia Market
Indonesian Market Volume 2012 - 2018
1,400,000 1,400,000

1,229,901
1,208,028
1,200,000 1,151,291 1,200,000
1,116,270
1,062,729 1,079,534
1,013,291
1,000,000 1,000,000

800,000 800,000

600,000 600,000

400,000 400,000

200,000 200,000

- -
2012 2013 2014 2015 2016 2017 2018

Sedan MPV-Hatchback-SUV 4x2 SUV-4x4 LCGC (city car) Pick Up - Single Cabin Truck Bus Double Cabin Total

Source : Gaikindo
Indonesia Market

Indonesia SC – DC Pick Up Market Trend

(Mahindra Segment)
250,000

197,147
200,000 191,392
186,081

168,354

150,254
150,000 143,473
128,422
120,666

100,000

50,000

17,815 19,364 15,433 15,730

11,487 12,034 13,667
9,344

-
2011 2012 2013 2014 2015 2016 2017 2018
Pick Up - Single Cabin Double Cabin

Source : Gaikindo
Mahindra Market Potential

Commercial Vehicle Line Up for Indonesia Market

Bolero PU Scorpio
1.Bolero Maxitruck 1. SC 4x4
2. DC 4x4
 Spec Comparison Low PU Segment
Above 1.000 CC

Mahindra TATA Suzuki Daihatsu Mitsubishi DFSK Mahindra

BMT
Carry Flat Carry Wide Grand-Max Grand-Max Sokon 1.5 G Sokon 1,3 D Product
Bolero Maxitruck Super ACE Super ACE HT T-120 SS
Deck Deck 1.3 1.5 MT MT Value
Turbo Charged Turbo Charged
Multi Point Multi Point 3SZ - VE, DOHC 4G15 - 12 valve (4
Engine type MDI 3200 TC – 4 Cyl Inline Intercooled Diesel Intercooled Diesel K3 - DE, DOHC Turbo diesel
Injection 4 cyl Injection 4 cyl VVTi Cyl, 4 Stroke)
Engine Engine
Engine
2523 cc 1400 1405 1493 cc 1493 cc 1298 1495 1468 1500 1300
Capacity
Maximum 78 HP/ 5500 78 HP/ 5500 87 HP / 6000 73.9 HP/ 6000 100 HP/4000
63 HP @3200 rpm 70 PS @4500 RPM 70 HP @4500 RPM 96 HP / 6000 rpm 85 HP / 5750 rpm
Power rpm rpm rpm rpm rpm

Maximum 120 Nm/ 3000 120 Nm/

195 Nm @ 1400 - 2200 rpm 135 Nm @2500 RPM 135 Nm @2500 RPM 117 Nm / 4400 137 Nm / 4400 123 Nm / 3.750 140 Nm / 4000 190 Nm/1750
Torque rpm 3000 rpm
Cargo Box
2630 mm x 1460 mm 2690 mm x 1512 mm 2200 x 1480 x 2,350 x 1,650 2350 x 1585 x
Dimensions 2,500 x 1540 x 295 2350 x 1585 x 360 2200 x 1480 x 350
x 300mm x 430mm 300 x 370 300
LXWXH
Wheel Base
3150 2380 2380 1970 1970 2650 2650 1970
(mm)
GVW kg) 2620 2260 2260 1945 2085 1950 2100 1760 2750 2750
Payload
1150 1260 1260 1270 1450
(kg)
Ground
170 195 195 175 175 180
Clearance

AC No Yes Yes No No Yes Yes Yes Yes Yes

Type
Power Power Power No No Power Power Power Power Power
Steering

417 units 11 units 27411 units 4610 units 11683 units 25581 units 8256 units 134 units 25 units
Volume
2017
Pick Up Above 1,000 CC
Market Profile

Bolero Maxitruck
 Bolero Market Segment
Players Single Cab 4x2 – Medium Pickup Segment

Mitsubishi L300 Isuzu Bison Isuzu Traga

The Players Single Cab 4x2 and 4x4 – High Pickup Segment

Tata Xenon RX Mitsubishi Triton Toyota Hilux Isuzu D-Max

4x2 & 4x4 4x2 & 4x4
The Players Double Cab 4x4 – High Pickup Segment

Tata Xenon XT Mitsubishi Triton Toyota Hilux Isuzu D-Max

Spec Comparison SC 4x2 Med PU
Segment
Mahindra
Mitsubishi Isuzu
Bolero Bolero Product
Value
L300 Pick Up Flat
Bolero Maxitruck L300 Pick Up STD Panther PU FD Traga
Deck

MDI 3200 TC – 4 Cyl 4D56 - 4 Cylinder 4D56 - 4 Cylinder

Model Inline
4jA1L Diesel 4JA1-L
Inline Inline

Multi Point Diesel Multi Point Diesel Diesel Direct

Engine Type 2523 cc Diesel Direct Injection
Injection Injection Injection
Capacity CC 63 HP @3200 rpm 2,477 2,477 2,499 2,499

195 Nm @ 1400 - 2200

Max Output rpm
86 HP 86 HP 87 HP 78.9 HP @ 3500 rpm

Max Torque 2,500 x 1540 x 295 136 Nm @ 2500 rpm 195 Nm @ 1800 rpm 195 Nm @ 1800 rpm

Wheelbase 3150 2,200 2,680 2,250

Overall Length 2620 4,170 4,360 4,520
Overall Width 1150 1,700 1,650 1,705
Overall Height 170 1,845 1,725 1980
Outer Cargo Box (l X b X h) 2425 mm x 1440 mm x 1380 mm 1900 x 1530 x 280 2810 x 1620

Ground Clearance 200 195

Max GVW 2,540 1,990 2,950
Kerb Weight 1,165 1,260
Type Power Steering Power Steering Power Steering Power Steering
Payload 1,375 1,375 730

Market Volume 2017 3,151 17,371 324

 Market Volume 2017
4x2 Medium Pickup Competition Market Volume 2017 (Gaikindo Data)
200,000,000

L300 D PU FLD
17371 L300 D PU STD
3151 L300 D PU CH
180,000,000 538 L300 D PU CC Isuzu Bison PU
1930 225

160,000,000 Isuzu Panther Turbo PU FD

324
Suzuki APV PU XTRA
4755 Isuzu Panther Turbo PU GD
Isuzu Panther Turbo 256
140,000,000 659

120,000,000 Suzuki APV PU

7752

100,000,000

Total Med PU 2017 Mkt Volume : 36,961

80,000,000
Spec Comparison SC 4x4 High Segment

Mahindra Bolero Mitsubishi Isuzu Bolero

Product
Bolero PU 4 WD Triton HD-X SC MT 4x4 D-Max VGS 4x4
Value
Model MDI 3200 TC – 4 Cyl Inline DOH16 Valve in line 4 CylC 4JK1-TC

Common-rail engine, Intercooled

Engine Type 4 Cylinder, 4 Stroke DI engine Direct Diesel Injection
turbo charger
Capacity 2,523 cc 2,477 cc 2,499 cc
Max Output 63 HP @ 3,200 rpm 81 HP @ 4,000 rpm 110 HP @3400 rpm
Max Torque 195 Nm @ 1500-1800 rpm 200 Nm @ 1.500 - 3.500 rpm 285 Nm @ 1800-2200 rpm
Wheelbase (mm) 3,014 3,000 3,095
Overall Length (mm) 4,859 5,080 5,215
Overall Width (mm) 1,670 1,785 1,780
Overall Height (mm) 1,810 1,795 1,860
Outer Cargo Box
2,281 X 1,532 X 750 1,520 x 1,475 x 475 2,305 x 1,570 x ?
(l X b X h) mm
Ground Clearance 170 220 225
Max GVW 2,750 2,760 2,800
Kerb Weight 1,740 1,730 1,815
Payload 1,010 1,030 985
Type Power Steering Power Steering Power Steering
Market Volume 2017 - 2,182 units 50 units
 Market Volume 2017
4x4 High SC Competition Market Volume 2017 (Gaikindo Data)
400000

Isuzu D-Max SC 4x4,

50
350000

300000

250000 Triton HDX 2.5L 4x4 MT

2182

200000

150000

Total Hi-SC PU 2017 Mkt Volume : 2,232

100000
 Price Positioning
Single Cabin High 4x4 Pickup Price Ladder

*All Prices are On The Road price in pricelist

4x4 SC Isuzu D-Max 4x4 2.5 SC
Rp 343,000,000

Triton 2.5 HDX 4x4

Rp 311,000,000

Scorpio 2.2 L SC 4x4

Rp. 278,000,000

Red Font is Mahindra

Recommended Prices

While this segment is small there is potential to gain market share in the large Med Size
4X2 segment as no 4x4 product available. Therefore price position should follow this
opportunity.
 Spec Comparison DC 4x4 Segments
Mahindra Bolero TATA Toyota Mitsubishi Toyota Mitsubishi
Bolero Product
Value
Bolero Camper 4x4 XENON XT 4x4 Hilux E DC 4x4 Triton HDX DC 4x4 Hilux G DC MT GLS 4x4 MT

2 KD-FTV VNT, 4 Cyl in DOHC 16 Valve in line 4 2 KD-FTV VNT, 4 Cyl in DOHC 16 Valve in line 4
Model MDI 3200 Turbo Charged TATA 497 SPTC E-II
line 16 Valve DOHC Cyl,Turbo Charger line 16 Valve DOHC Cyl,Turbo Charger

4 Cylinder, 4 Stroke DI
Engine Type Direct Injection Direct Diesel Injection Direct Diesel Injection Direct Diesel Injection Direct Diesel Injection
engine
Capacity 2,523 cc 2,179 cc 2,494 cc 2,477 cc 2,494 cc 2,477 cc

Max Output 63 HP @ 3200 RPM 148 HP @ 4000 rpm 142 HP @ 3400 rpm 109 HP @ 4000 rpm 142 HP @ 3400 rpm 135 HP @ 4000 rpm
195 Nm @ 1500-1800 35 Kgm / 1600 -2800 200 Nm / 1500-3500 35 Kgm / 1600 -2800 324 Nm / 1500-3500
Max Torque 320 Nm/1700-2700 rpm
RPM rpm rpm rpm rpm
Wheelbase 3,014 3,150 3,085 3,000 3,085 3,000

Overall Length 5,030 5,125 5,285 5,205 5,355 5,205

Overall Width 1,670 1,860 1,800 1,785 1,855 1,815

Overall Height 1,855 1,765 1,815 1,795 1,815 1,795

Outer Cargo Box (l X
1,481 X 1,532 X 750 1,430 x 1,410 x 400 1,525 x 1,540 x 480 1,525 x 1,540 x 480
b X h)
Ground Clearence 185 210 212 220 212 220

Max GVW 2,750 - 2,890 2,850 2,890 2,850

Kerb Weight 1,805 2,070 2,008 1,850 2,008 1,860

Payload 945 1000 882 1,000 882 1,000

Airbags No Yes Yes Yes Yes Yes

AC No Yes Yes Yes Yes Yes

Type Power Steering Power Steering Yes Yes Yes Yes

Market Volume
25 1,271 3,826 2,794 2,566
2017 (units)
Spec Comparison DC 4x4 Segments
Mahindra Scorpio TATA Toyota Mitsubishi Toyota Mitsubishi
Bolero Product
Value
Scorpio DC 4x4 XENON XT 4x4 Hilux E DC 4x4 Triton HDX DC 4x4 Hilux G DC MT GLS 4x4 MT

mHAWK 2 KD-FTV VNT, 4 Cyl in DOHC 16 Valve in line 4 2 KD-FTV VNT, 4 Cyl in DOHC 16 Valve in line 4
Model TATA 497 SPTC E-II
VGT with Intercooler, line 16 Valve DOHC Cyl,Turbo Charger line 16 Valve DOHC Cyl,Turbo Charger

4 Cylinder Engine,
Engine Type Common Rail Direct Direct Injection Direct Diesel Injection Direct Diesel Injection Direct Diesel Injection Direct Diesel Injection
Injection Technology
Capacity 2,179 cc 2,179 cc 2,494 cc 2,477 cc 2,494 cc 2,477 cc

Max Output 120 HP @ 4000 rpm 148 HP @ 4000 rpm 142 HP @ 3400 rpm 109 HP @ 4000 rpm 142 HP @ 3400 rpm 135 HP @ 4000 rpm
35 Kgm / 1600 -2800 200 Nm / 1500-3500 35 Kgm / 1600 -2800 324 Nm / 1500-3500
Max Torque 280 Nm @ 1800 - 2800 320 Nm/1700-2700 rpm
rpm rpm rpm rpm
Wheelbase 3,040 3,150 3,085 3,000 3,085 3,000

Overall Length 5,118 5,125 5,285 5,205 5,355 5,205

Overall Width 1,850 1,860 1,800 1,785 1,855 1,815

Overall Height 1,874 1,765 1,815 1,795 1,815 1,795

Outer Cargo Box
1,489 X 1,520 X 550 1,430 x 1,410 x 400 1,525 x 1,540 x 480 1,525 x 1,540 x 480
(l X b X h)
Ground Clearence 185 210 212 220 212 220

Max GVW 2,650 - 2,890 2,850 2,890 2,850

Kerb Weight 2,070 2,008 1,850 2,008 1,860

Payload 1000 1000 882 1,000 882 1,000

Airbags Yes Yes Yes Yes Yes Yes

AC Yes Yes Yes Yes Yes Yes

Power Strg Yes Yes Yes Yes Yes Yes

Market Volume
25 1,271 3,826 2,794 2,566
2017 (units)
 Market Volume 2017
4x4 Double Cabin Pick Up Competition Market Volume 2017 (Gaikindo Data)

440,000 Hilux G 4x4 2.5 MT

Triton 2794 units
Exceed 4x4 2.5 MT
702 units
420,000 Hilux E 4x4 2,5 MT
1271 units

400,000

380,000
Triton Isuzu
GLS 4x4 2.5 MT D-Max H MT
2566 units 48 units
360,000
Triton
HDX 4x4 2.5 MT,
340,000 3826 units Isuzu
D-Max L MT
1051 units

320,000

Total 2017 Mkt Volume : 13,667

300,000
 Price Positioning

Double Cabin 4x4 Pick Up Price Ladder

*All Prices are On The Road price in pricelist
4x4 DC Toyota Hilux V 4x4 2.5 AT
Rp 456,000,000 Triton Exceed 4x4 2.5 AT
Rp 430,000,000
Hilux G 4x4 2.5 MT
Triton Exceed 4x4 2.5 MT
Rp 422,300,000
Rp 416,000,000
Hilux E 4x4 2.5 MT
Rp. 401,300,000
Triton GLS 4x4 2.5 MT
Isuzu DMAX DC Rodeo MT
Rp 390,050,000
Rp.387,000,000 Triton HDX 4x4 2.5 MT
Isuzu DMAX DC VGS MT Rp 367,000,000
Rp.347,000,000

Tata Xenon XT DC 2.2L 4x4 MT

Rp. 324,500,000
Scorpio DC 4x4
Rp. 318,000,000
 Bolero Summary
Market Segment & Market
Mahindra Product Product Compatibility Summary
Size 2017

Low Pick Up Above 1.0L, Larger cargo and potential low Feasible product and potential
Size : 84,576 units cost advantage market

Bolero Maxitruck
High SC Pick Up 4x4 , Only 2 players in the market, Potential for 4x4 Bolero to
Size : 461 units strong low cost advantage in SC capture medium and high
4x4 segment segment due to lack of 4x4
Scorpio SC PU 4x4 MT options in market
DC 4x4 Pick Up , Strong low cost advantage in Feasible product and potential
Size : 13,667 units the market. Less safety market in low cost 4x4 fleet
specification and power. segment

Scorpio DC PU 4x4 MT
Mahindra Market Potential

Market
Model Picture Engine Size Price Positioning
Competition
Low Pick Up
Bolero
2.5 L above 1.0 Litre Not yet release
Maxitruck
& Med Pick Up
Scorpio SC PU
2.2 L SC Pick Up 4x4 IDR 278,000,000
4x4
Scorpio DC PU
2.2 L DC Pick Up 4x4 IDR 318,000,000
4x4
Marketing Strategy

Focus in 1st year penetrating in the potential 4x4

market area (Kalimantan and Sumatera) for
selling Bolero as main product and Scorpio as
additional product offered to the market.

Main Islands Market Segment Bolero Opportunity Scoro Opportunity

• Farmer
• Logistic
Java √ √
• Government
• Small-Med Biz
• Plantation
Sumatera • Oil and Gas √ √
• Logistic
• Mining
• Plantation
Kalimantan √ √
• Oil and Gas
• Logistic
Financing

RMA Indonesia / MB

Local Finance

Dealer

Local Banks & Local Finance *Koperasi – Micro Financing

*Koperasi is Common format of micro

financing institution specialized support
their members to fund their businesses,
members varied to farmers, traditional
market sellers, etc. They can also be sub-
agent to sell the products.
 Marketing Mix
Target Market :
• Plantation companies
• Small mining companies
• Government/military
Bolero Single Cab
Product USP :
• Strong & Tough – strong body chassis & rigid leaf
spring suspension
• Performance – 1500 Kg Payload, 2765 mm Cargo
Box, 70 HP
• Comfort & Convenience – Power steering &
bigger cabin
Pricing
• Setting lower price than Mitsubishi L300 and
TATA Xenon RX
Place
• Penetration to Kalimantan and Sumatera area
where plantation & mining sites are there
Promotion
• Partnering with financing company
• Full support for fleet customers
 Marketing Mix
Target Market : Product USP :
• Plantation companies • High Performance – 120 HP and 280 Nm Torque
• High mining companies • Convenience – power steering, powerful AC and
noise damped cabin
• Government/military
• Safety concerned – ABS & Airbags available

Pricing
• Setting lower price than Mitsubishi Triton HD-X

Place
• Penetration to Kalimantan and Sumatera area
Scorpio Double Cab where plantation & mining sites are there

Promotion
• Partnering with financing company
• Full support for fleet customers
Sales Fleet Plan
Sales Fleet Plan
Fleet Support Center (FSC)
Develop Fleet Support Center (FSC) to assist fleet customers & dealers
to get integrated services in immediate responses

Warranty Claim Technical Support

Call Center

FLEET SUPPORT
CENTRE (FSC)
Technical Training Administration
Support

Warranty Period : FLEET CUSTOMERS &

MAHINDRA DEALERS
3 years or 100,000 KM
 Marketing Activities
Media Relations
RMA will have media placement on printed and digital media.
Printed media will be selected based on target market and segmented reader such as

Launching Event
• One day event – product launching
• Corporate profile presentation
• Product knowledge and features presentation
• Gala Dinner & Press Conference event
• Inviting dealers, prospects and press media.
 Marketing Activities
Local Dealers Events – 4 cities
• One day event – product launching and dealer launching
• Product knowledge and features presentation
• Dealer premises walk-around
• Inviting dealers, prospects and press media.
• Providing test drive of Mahindra units
 Marketing Activities
Roadshow– 4 cities
• Visiting prospect customers site and meeting potential customers on their premises
• Target Location Traditional market , industrial area complex and mining/oil&gas sites
• Potential customers can test-drive the units
 Marketing Activities
Fleet Exhibition
• Focus in fleet (mining, plantation, infrastructure, oil & gas) major event as brand
introduction for fleet transportation industry needs.
• Inform product unique selling point to bring more effective and efficient on operational
cost with Mahindra.
THANK YOU