In a bid to strengthen its position in the sub-3.5-tonne light commercial vehicle (LCV) segment, Mahindra & Mahindra has unveiled its latest offering, the ‘Veero,’, starting at an attractive price of INR 7.99 lakh.
For over 25 years, the vehicle maker has dominated the two to 3.5-tonne LCV segment. Starting with a 30% market share, it has now expanded to command more than half of the market. The company’s customer base journey is a testament to its growth: between 1998 and 2005, it garnered its first one lakh customers. Over the next decade, that number soared to ten lakh. In the subsequent seven years, Mahindra added another ten lakh, and in just four more years, it reached a remarkable milestone of an additional ten lakh customers.
Veejay Nakra, President of the Automotive Division at Mahindra & Mahindra, highlighted the company's 63.1% market share in this segment, with some sub-segments witnessing an astonishing 80% dominance. However, the company aims to address gaps where its share dips to as low as 23%.
The introduction of Veero strategically targets these 'sweet spots' to offer a comprehensive range of products. The platform developed at an investment of INR 900 crore, is set to cater to diverse applications – from intracity to intercity transport, multiple load points, and varied powertrains. 'It’s our responsibility to create products that exceed customer expectations,' Nakra stated, emphasising Mahindra’s focus on innovation and customer-centricity.
So, what makes Veero the game-changer in the sub-3.5-tonne segment? Pratap Bose, Chief Design & Creative Officer at Mahindra & Mahindra, revealed that the design team approached Veero with the mindset of creating a passenger vehicle. The design process was thorough, involving sketches, clay modelling, and digital simulations to craft a vehicle that not only looks sleek but also exudes functionality and reliability.
R Velusamy, President of Automotive Technology & Product Development at Mahindra & Mahindra, added that Veero was developed on the ground-up Urban Prosper Platform (UPP), a multi-energy modular commercial vehicle platform. Engineered to handle payloads ranging from one to over two tonnes, this versatile platform supports various powertrain options—diesel, CNG, and electric—offering a compelling total cost of ownership. It also goes above and beyond in terms of safety features, exceeding current regulatory requirements.
The Veero comes with several features designed to elevate the commercial driving experience. It boasts a driver-side airbag, reverse parking camera, a 26.03 cm touchscreen infotainment system, steering-mounted controls, and power windows—comforts typically associated with passenger vehicles. With a substantial cargo length of 3,035 mm, a fuel efficiency of 18.4 km/l for its diesel variant, and a tight 5.1 m turning radius, Veero is tailored to suit urban and rural operations.
Safety
According to Venkat Srinivas, Senior Vice President - Product Development Head, Commercial Vehicles at Mahindra Group, the Veero is designed with the driver at its core, starting with a cabin that serves as a safety cocoon. Built with a robust ring structure using high-strength steel, 30% of which is of the highest grade, the cabin is engineered to provide better protection in the event of a collision. 'The cabin is not just a space; it's a sanctuary for the driver,' explained Srinivas.
Further enhancing safety, the vehicle's frame—the backbone of any commercial vehicle—is crafted with 62% high-strength steel. In case of a crash, 80% of the impact is absorbed by the frame, while the remaining 20% is managed by the cabin, ensuring maximum protection for the driver.
The vehicle maker has gone beyond regulatory norms, engineering the vehicle to meet the AS096 standard, a 48 km/h full frontal crash test, even though commercial vehicles aren't required to comply with this regulation.
The cabin provides a 209-degree field of vision, enhancing all-around visibility. Additionally, a rearview camera aids in reversing, further boosting the vehicle's usability in congested areas.
The vehicle aims not just to ensure better TCO – total cost of ownership,but also the well-being of its customers, besides, instilling a sense of pride in ownership. This is because the cabin’s spacious design not just offer comfort but help reduce fatigue by minimising seat vibrations by 25% compared to competitors, Srinivas added.
These attributes were evident during the drive as we felt the interior was somewhat equal to the entry level passenger vehicle. While prices for the diesel variants have been announced, the CNG versions are set to follow soon. As for the electric Veero, it's still in development but is expected to hit the roads in the near future, setting a new standard for eco-friendly commercial transport.
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