India's Mahindra Takes Aim at Chinese Competitors: Claims Superior Engineering and Transparency

In a candid roundtable discussion with CarSauce at Mahindra Research Valley in Chennai, India, Mahindra & Mahindra executives expressed concern at rapidly expanding Chinese automotive brands.

Velusamy R, Mahindra's President of Automotive Technology & Product Development, expressed skepticism over the claimed rapid development cycles of many Chinese manufacturers.

"They say 18 months for a top hat, 24 months ground-up," Velusamy stated, "but you have to look at what they're really doing. Picking components off the shelf and integrating them quickly is not the same as true ground-up development."

Mahindra officials argued their vehicles undergo more rigorous and bespoke development, which typically spans around 36 months for entirely new platforms.

Executives emphasised that Mahindra's approach prioritises structural integrity, robust engineering, and long-term reliability; areas where they believe Chinese competitors compromise in pursuit of speed-to-market and immediate consumer appeal.

Sachin Arolkar, Head of International Operations at Mahindra, further highlighted the differences in customer experience.

"We’ve been present in markets like Australia and South Africa for 20 years. Customers know Mahindra isn't a fly-by-night operation," he explained, contrasting the longstanding market commitment with numerous Chinese brands recently entering and quickly exiting international markets.

Additionally, Mahindra executives addressed price competitiveness. While acknowledging Chinese brands' appeal based on aggressive pricing and feature-rich offerings, Mahindra argued its own models provide superior engineering quality and lasting value.

They pointed to recent successes such as the XUV700 and the new 3XO as examples of products resonating strongly in markets traditionally attracted to Chinese brands.

Despite recognising China's impressive innovation in EV and hybrid technology, Mahindra appears confident that its commitment to robust development practices and brand transparency will set it apart as a superior long-term investment for customers, particularly in competitive international markets such as Australia.