Mahindra & Mahindra Ltd. (M&M) has introduced its high-end SUV, the Alturas G4, in the Indian market.
This is the most expensive vehicle from the Mahindra stable and possibly the most premium one by any Indian automobile brand.
Alturas G4, which is Rexton G4 of Ssangyong, a Mahindra subsidiary, will be available at Mahindra dealerships across India starting November 26 at an introductory price of ₹26.95 lakh (all India ex-showroom) for the 2WD variant and ₹29.95 lakh for the four wheel drive.
Pawan Goenka, MD, M&M said: “The launch of the Alturas G4 is a significant moment in the automotive journey of Mahindra which will take the brand to the next level. With the Alturas G4, we have decided to adopt an endorsed brand strategy which will heighten brand desirability and aspiration. The product is the epitome of luxury in every sense. Therefore we believe the Alturas G4 aptly redefines royalty which is also its positioning,” he said.
Indian peers
This vehicle will compete with Toyota Fortuner, Ford Endeavour, Skoda Kadiaq, Hyundai Santa Fe, Isuzu MU-X, Honda CR-V and Volkswagen Tiguan and a host of luxury cars in this segment.
Mahindra has created separate space at its dealerships for the retailing of this vehicle and a relationship manager will be provided to each Alturas G4 owner for personalised service. The company plans to sell 500 units every month and corner 10-12% of the segment.
Rajan Wadhera, president, Automotive Sector, M&M said: “The Alturas G4, with its imposing design, exquisite interiors, state-of-the-art technology, exhilarating performance and unmatched safety, all at an attractive price point, is poised to redefine the high-end SUV segment.”
(The writer was in Jaipur at the invitation of Mahindra & Mahindra)
