Auto major Mahindra & Mahindra on Wednesday claimed that its Bolero has emerged as country’s No 1 sports utility vehicle for the fourth time in a row, selling a record 70,554 units in 2009-10.

This achievement also makes Bolero the first brand in the SUV/UV/MPV category to cross the 70,000 sales mark in a year, the company said in a statement here.

“The Mahindra Bolero continues to create new records and scale greater heights as India’s No 1 SUV. The Bolero is a top-selling brand in the passenger vehicle segment, excluding small cars,” M&M’s Senior Vice—President, Marketing (Auto Division), Mr Vivek Nayar said.

Bolero has evolved significantly since its launch in 2000, yet has retained its core DNA of tough and rugged.

Over the years, it has incorporated a host of features and aesthetics which match the evolving lifestyle aspirations of Indian consumers, the statement said.

In 2007, M&M launched the new Bolero which offered a bold new style, greater comfort and conveniences. In September 2008, Mahindra introduced the most powerful Bolero yet——the Bolero VLX powered by CRDe technology, it said.

October 2008 saw the launch of the Bolero SLX with micro—hybrid technology which ensures better fuel efficiency by reducing wastage, the statement said.

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