AUTO-LITIGATED: Mahindra in USA- impact of litigation on Mahindra trucks on tractors and SUVs Early June 2010, Global Vehicles, an Atlanta based company which was earlier Mahindra’s partner filed a lawsuit against Mahindra for its delay in certifying its trucks and SUVs for sale in USA. Lot of angry investors and dealerships reacted to this fiasco by sharing their comments and opinions on the online space, many who say that Mahindra has self-destructed its brand with this delay. Read here for some more interesting viewpoints on the litigation: http://news.pickuptrucks.com/2010/07/global-vehicles-responds-to-new-comments-from-mahindra-about-pickup-timing.html Here are some of the questions in our minds when we heard this news: How much has the tractor brand been tarnished and what is the short/medium term impact to the revenues for tractors? Can Mahindra weather the storm and make a successful entry into the US markets for trucks and SUVS? On entry, can they adapt to US preferences and grab market share to obtain a position of strength like their tractors. Here are some of the observations from our social media research: Despite the fact that Mahindra trucks and SUVs have not yet been released in the US market, there have been nearly over 100,000 mentions for the same Despite the lawsuit, research uncovers that there is enough excitement for the launch of Mahindra trucks in USA, with people appreciating its rugged and high quality nature along with it being agile, sturdy and efficient. For Mahindra SUVs, the sentiment is not positive. 44% of the mentions are unimpressed with the style and design of the yet to be launched Mahindra SUVs, branding it as “metrosexual”. Although, people are excited about the longer warranty period, nearly 43% feel that SUV accessories will not be available easily and that the engine is less than 200 HP which is insufficient for American roads. Mahindra is amongst the Top 3 tractor manufacturers in the world. 32% of the online mentions in USA say that Mahindra has the best garden tractors and like them for their all weather compatibility. 38% assume that the litigation is relevant for tractors as well. Increasing number of negative mentions for tractors are about people not trusting the Mahindra brand showing that the litigation on trucks and SUVs has impacted their 16 year old tractor brand.

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Mahindra USA
Aug 2010-Jan 2011

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Report Objective
•Track the brand perception of Mahindra
auto and tractors in USA
•Understand the effect of the recent
challenges (delays and lawsuits) with the
planned entry of Mahindra trucks and
SUVs into the US markets
•Determine if there is an impact to
Mahindra Tractors brand

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Methodology
•The report is unaided and unbiased
•All information gathered is by listening to
online conversations on the public
domain
•No confidential information is mined
•The Vangal technology indexes, catalogs
and spiders over 92,000 mainstream
media sources, over 700 million blogs
and over 500 million social network users
and microbloggers

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Report Scope
•Keywords tracked: “Mahindra
USA”, “M&M USA”, “Mahindra & Mahindra
USA”, Mahindra & Mahindra”, “M&M” and
brands of Mahindra Auto and Tractors
•Time period: Aug 2010 –Jan 2011
•The information provided is conversations
that are happening in the USA. Mentions
outside of USA can be captured but is not
in the scope of this report.

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Observations
•There are significant mentions for Mahindra
trucks and SUVs and this comparable to
mentions for Mahindra tractors
•This is despite the fact that Mahindra trucks and
SUVs have not been released in the US Markets
•All discussions for SUVs and trucks are fueled
by the information that people have seen in
blogs (photos, vehicle specifications, pricing, test
drive experience, etc) regarding the planned
vehicles.

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Discussions are mostly on blogs. Blog discussions are related to delay in truck
delivery and contract issues between Global Vehicles and Mahindra.
Mentions are in ‘00

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•Tractor mentions are mostly for the new launch of 5010 tractor
•People are unhappy since delivery of pick up trucks are delayed
•People are keen on trucks with 200 – 300 HP on American roads and are expecting
the same from Mahindra Scorpio
Mentions are in ‘00

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Discussions are about the
People are expecting
delayed delivery and Mentions are more about more than 200 HP for
about the sturdy trucks for the engine efficiency and American roads. Hence
rugged roads compatibility for all Mahindra SUVs are not
weather conditions. that appreciated, since
it offers just 170-190 HP

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The overall sentiment tone for Mahindra tractors is positive. People find
it sturdy and efficient.

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The overall sentiment tone for Mahindra trucks is negative. People
think the trucks are of high quality and pickup but cases of delayed
delivery and outdated design contributes to negative sentiment.

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The overall sentiment tone for SUVs is neutral. But it comes up short
when compared to competitor SUVs

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Positive Scale
Negative Scale

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Tractors negative mentions
21%
41%
38%
Brand not trustworthy even when tractors are concerned
Litigation extended to tractors
John Deere tractors has better bagging,handling and ease of use
41% of negative mentions for tractors indicate that people do not
trust the Mahindra Brand.
38% assume that the litigation is relevant for tractors as well

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Positives for tractors-snapshots of conversations

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Negatives for tractors-snapshots of conversations

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Positive Scale Positives of Mahindra SUVs
Note: This is based on Negatives of Mahindra SUVs
perceptions of the
vehicle (formed by
Negative Scale
reading blogs, viewing
pictures, test
drives, understanding
specifications and
pricing)

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Positive Scale Positives of Mahindra Trucks
10
8
6
4
2
0
Agile Affordable Sturdy
Negatives of Mahindra Trucks
Note: This is based on
Negative Scale
perceptions of the
vehicle (formed by
reading blogs, viewing
pictures, test
drives, understanding
specifications and
pricing)

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•John Deere tractors is considered as one which supports the longest production
span
•Better power and reliability of Massey Ferguson makes it a high selling tractor
•New Holland gets mentions for being the most powerful engine
Mentions are in ‘00

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• Mahindra, Chevrolet and GMC are discussed more for their advanced fuel
efficient SUV’s
•Toyota and Honda gets more mentions for their compatible SUV’s with good
space
Mentions are in ‘00

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Mentions are in ‘00
Discussions in relation to trucks:
•Toyota Trucks : wide range of body styles and the spacious interiors
•Mahindra : amazing payload capacity and better pickup
•Ford trucks : poor handling and lack of interior comfort

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Mahindra USA Tractors and their competitors - Dealers
Poor Good

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Mahindra USA SUV’s and their competitors - Dealers
Poor Good

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Mahindra USA Trucks and their competitors - Dealers
Good

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People suggest Mahindra to
integrate with Global Vehicles to
deliver trucks on time and rid
themselves of any negative
sentiment owing to the lawsuit.

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Report overview
• Results overview
– There is a measurable impact to the tractors brand but
existing reputation and great track record is helping
neutralize it.
– Discussions uncover excitement for Mahindra trucks
but concern on the execution of delivery
– Mentions do not shed a good light on the Mahindra
SUVs. Competitor products seem more compelling.

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Key Mentions

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News Mentions

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News Mentions

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News Mentions

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News Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions
People are tired of
reading PR articles
talking about the
truck, now they want
to see the trucks in
the showroom

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions
People are unhappy
about the pickup of the
truck and they are
comparing it with the
other vehicles in the
market

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Blog Mentions

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Blog Mentions

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Blog Mentions
People are giving some advice to Mahindra not to follow
Detroit as they did for their trucks.

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Blog Mentions

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Blog Mentions
People are discussing about the delay
in pick-up. Mentions are also about
problem faced in Australia

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Blog Mentions
Due to legal dispute between
Mahindra and GV, Mahindra
pickup truck sales has been
delayed yet again

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Social Media Mentions
In Australia people
are apprehensive
about Indian player in
Automobile industry

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Social Media Mentions
In Africa people
love the Xylo and
wish they could
own one

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Social Media Mentions
China:
People are
discussing
Mahindra’s
99% decline in
profits

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Social Media Mentions
In China People
appreciate the Lenar
Compact Tractors

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Social Media Mentions
People are animatedly
discussing Mahindra’s
plans to launch Reva in
China

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions
People are not really
appreciative of the look
of the pickup truck

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions
People are
appreciating
the turbo and
front end
loader of
Mahindra

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Microblog Mentions