Mahindra South Africa, fresh from the successful launch of the new XUV500 SUV at the end of 2011, is now launching its new 1.2-ton Genio bakkie to the local market. The Genio was previewed at the Johannesburg International Motor Show in October and attracted a great deal of interest.
It is now available in South Africa just six months after its international launch in India.
The Genio is a very important new model for Mahindra, which has been making vehicles for more than 60 years, because this is the first vehicle designed by the company from the outset as both a domestic and an export model range.
“We are very pleased to have this new addition to our growing range in South Africa,” commented the CEO of Mahindra South Africa, Ashok Thakur.
“What makes the Genio different from the competition is its 1,2-ton load capability and the large loadbox. Moreover, it is engineered to be as rugged and robust as the other members of the Mahindra family, such as the Bolero, Scorpio and Thar, which have already proven themselves in local conditions.”
In the past, Mahindra has adapted Indian domestic models, such as the Bolero, Scorpio, Thar and Xylo for sale in export markets. Now, the Genio changes all that. It is the result of extensive worldwide research in terms of what the bakkie buyer requires in the various markets where this type of vehicle is popular.
The Genio was launched in the Indian market at the end of January last year and is now being exported, initially to Africa – South Africa is the first country outside India to receive the Genio – and then to South and Central America, Sri Lanka, Malaysia, Indonesia and Europe. Ultimately, it will go to 22 countries in Africa, with the priorities being South Africa, Algeria, Ghana, Angola, Nigeria, Egypt and Morocco.
This was also the first all new vehicle to be launched since the introduction of the Mahindra brand position, “Rise”, which was adopted in January 2011. This is the first time that the company, as a Group which spans everything from aerospace to automotive and farm equipment to IT and logistics will communicate with one brand voice, one face and one ‘Mahindra’ core purpose.
Mahindra sees the Genio as a versatile pick-up that sits between the requirements for a workhorse bakkie and a recreational vehicle. It starts off with a large load box to handle the work part of the equation, and goes through to optional four-wheel drive, using a Borg Warner transfer case to handle extreme off-road conditions, when it is used for recreational transport.
Currently, Mahindra sees its Bolero as a workhorse pick-up and the Scorpio as the pick-up for recreational use. Now, the Genio claims to offer a balance of the two abilities. The Genio aims to take on the current mainstream players in the 1.2 ton pick-up market.
The Genio range consists of both single- and double-cab bakkies with the option of 4×2 and 4×4 transmissions. Mahindra SA has made sure they are well equipped in terms of specifications against their rivals, as well as being keenly priced. These are vital requirements as the Indian company’s local subsidiary seeks to use the Genio to substantially increase sales and market share in SA.
Initially, only 4×2 models are available, with the 4×4 models to follow later in 2012. Genio will launch at R149,900 for the single cab and R189,900 for the double cab derivative.
All models are backed by a 3-year/100,000km warranty and roadside assistance for one year; while a 3-year/60,000km service plan is an optional extra.
The Genio is powered by the mHawk turbo diesel engine, which is a joint development between Mahindra and Austrian powertrain engineering specialists, AVL. The common rail power unit develops 88kW and 290Nm of torque and claimed to deliver exceptional fuel economy. All the models in the current Genio range have a five-speed manual gearbox.
The Genio uses a similar platform to the Xylo people carrier that was introduced to SA in 2009, but the chassis frame is all-new. Suspension is independent in front, with coil springs, while leaf springs suspend the live rear axle.
This nifty pick up also boasts several benefits for the customer. It has the most spacious cabin in its class, ensuring driver comfort and the biggest cargo box in its class. The Genio also has the shortest turning radius, allowing easy manoeuvrability and the longest wheelbase for high speed stability.
Mahindra SA has put major focus on meeting the requirements of customers as a result of the global research study.
Customers for the single cab pick-up will be mainly urban-based trades people and companies needing a spacious and hardworking urban delivery vehicle. Buyers of the double cab will be those people required to transport people and goods, usually in an urban environment. They will be looking for the space of an SUV with the load box practicality.
All the models have power steering, air conditioning, immobiliser, electric windows, rear fog lamps, central locking, seat belt pre-tensioners, childproof door locks, rear window demister and 74-litre fuel tanks.
The single cab model has a high level of equipment as standard, including an audio system, cruise control, a digital information system, electrically adjustable exterior rear view mirrors, outside temperature sensor, ABS brakes, remote locking, steering wheel-mounted controls for the audio and information systems and the cruise control, seat belt and door ajar warning lights and front fog lamps.
The double cab Genio’s specification also includes remote locking, keyless entry, outside temperature sensor, audio system, cruise control, digital information system, ABS brakes, steering wheel-mounted controls for the audio system, cruise control and information system, glovebox lamp, seat belt and door ajar warning lights, under seat lockable storage box, folding tray in seat back, map pocket on front seat backrest, inboard folding armrest for driver and front fog lamps.
The Genio is made at Mahindra’s state-of-the-art manufacturing facility in Chakan, which was completed in November 2009 with an initial capacity of 300,000 units a year with the potential to double this output in the future.
The Genio represents an investment of approximately R350m by the Indian vehicle manufacturer and although not breaking any new ground in the realm of pick-up design, it is a spacious and well equipped vehicle (depending on the variant) which should be both durable and reliable as it comes from a company whose DNA for these attributes stretches back to the legendary Jeep of World War II.
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