Mahindra launched the Supro line of small commercial trucks in 2017. Infact, Mahindra Supro trucks are the first small commercial trucks to provide air conditioning. They also feature higher fuel efficiency, power steering and an improved suspension.
As a new entrant into the market, several challenges lay ahead of Mahindra.
How to introduce a new small truck in a market dominated by the TATA Ace?
The Tata Ace had been in production for more than a decade when the Mahindra Supro was launched. In this decade, the Ace had completely dominated the small commercial vehicle segment, both passenger and cargo. To break into this segment and establish a new brand against the momentum of a decade old competitor was a mighty challenge.
How to explain the fuel efficiency of Supro trucks, without complex mathematics?
The Supro line of trucks is extremely fuel efficient compared to its competitors. With its superior technology, the Supro trucks could help owners save lakhs of rupees in fuel costs each year. Explaining these savings and the Supro fuel efficiency wasn’t an easy task for sure. Without using Mathematics, it was difficult to explain how Supro would help truck owners save on fuel costs. Mahindra needed a simpler way to explain these savings.