M&M already has a player in the market – the Gio, but has not been able to make a big dent in this space yet.
Tata Ace is currently the leader in the sub-1 ton truck market and also has an elder sibling known as Tata Super Ace, which is a 1 ton vehicle.
Mahindra launched its first attempt, Gio, back in 2009 – four years after the Ace was introduced.
However, unlike the Ace, which costs around Rs 3 lakh, the Gio is priced much lower at around 1.8 lakh and only just above the three-wheeler pickup.
Mahindra also has Maxximo Plus, which competes with the Ace Plus. At 900 cc, the Maxximo Plus is twice as powerful as the Gio.
Mahindra Jeeto is supposed to rank somewhere in the middle. With Jeeto, Mahindra will introduce its new generation m_Dura engine on Jeeto.
“An all new engine from the Mahindra stable, m_Dura is a direct injection (DI) diesel engine designed for refined performance and fuel efficiency,” the company said.
“With the Jeeto we are planning to create a compelling new value proposition that will not only challenge the conventional but will also delight our customers.”
The Jeeto is being made at the Zaheerabad plant in Telangana.