Rough and tough Mahindra PH chief Felix Mabilog excited over the brand’s future

MAHINDRA’S Enforcer carries the Jeep’s DNA. Photo by Isay Arcano

IF FELIX Mabilog Jr. had a choice, he would rather not have that episode a few months earlier where his Indian-made vehicles came under scrutiny after his company bagged the P1.317-billion vehicle supply contract for the Philippine National Police.

But the 76-year-old president of Asianbrands Motor Corp. (AMC) is still thankful for that episode as it finally shed light on a rather unfamiliar brand.

“Finally, the public realized that the Mahindra brand has been in this country since the ’90s when another company (Francisco Motors Corp.) was still distributing it, and while at the same time, a number of direct importers were shipping some of its models for personal use.

“After these recent inquiries, it dawned on them that Mahindra is no fly-by-night operation. It is India’s third-largest automobile manufacturer, and the world’s largest tractor manufacturer,” shared Mabilog, whose company is under automotive giant Columbian Group of Companies that also distributes the BMW, Kia and Peugeot brands in the country.

Mahindra was established in October 1945. Initially set up as a steel trader, the company soon became India’s licensed manufacturer and marketer of Willys Motors’ (Ohio, United States) Jeep brand of vehicles.

The Mahindra and Willys partnership was not accidental as their founders—brothers Jagdish Chandra Mahindra and Kailash, along with Malik Ghulam Mohammad—intended to eventually manufacture similarly sturdy general purpose vehicles that would be able to handle India’s rugged terrain and rural roads.

In the ’50s and ’60s, Mahindra grew extensively that it diversified into businesses like steel, tractors and more. Over time, it consolidated its position in automobiles, tractors and steel, and entered other sectors like IT, hospitality, financial services, components aerospace and logistics.

“Until now, it still carries the Jeep’s DNA. But Mahindra grew from just being India’s manufacturer of Army vehicles to a major global automobile and tractor maker, acquiring plants in China, the United Kingdom and the United States. It also partnered with international companies like the Renault SA (France) and International Truck and Engine Corp. (United States),” Mabilog said.

“For those who still doubt, Mahindra supplies armored vehicles to the Indian Army, Air Force, and paramilitary and state police forces,” he said.

“That 1,470 vehicles—the configured single cab 4×2 Mahindra Enforcer (Bolero in Indian market)—we are in the process of turning over to the PNP are the same model that police and military units in South Africa, Chile and Nepal currently use,” he added.

Expansion efforts

AN OPTIMISTIC Mabilog says the Philippine market will soon appreciate Mahindra’s rough-and-tough image.

Mabilog said that with all those police patrol vehicles that eventually will be operating in various parts of the country, plus another 500 Mahindras that he expects the rest of the market will buy within the year, the company had started fast-tracking its expansion efforts.

“As we formally opened in July, we simultaneously launched three dealerships in Metro Manila: along Quirino Avenue in Manila, along Alabang-Zapote Road in Las Piñas City, and on Quirino Avenue in Pasay City. Elsewhere, we now have two in Cebu, Cagayan de Oro and Butuan City. By next month, expect Mahindra’s presence in Cabanatuan, Isabela, Davao and Batangas,” he said.

But apart from these dealerships, Mabilog said a Mahindra owner (including those operating the patrol vehicles) could also go to any of the 45 Kia service shops located all over the country.

“Moreover, we have technical experts ready to be deployed anytime and anywhere in the Philippines. This is one of the advantages of being under Columbian Group of Companies, and I am extremely proud of the synergy” he said.

“As a Mahindra owner, whether a police officer or a private owner, you can be assured of our company’s timely and prompt after sales service,” he added.

At the moment, Mabilog said AMC would concentrate on its current light commercial vehicle products—the Bolero pickup, Enforcer SUV, and the three-row Xylo MPV—but at the same time develop derivatives like the addition of locally manufactured panoramic body, aluminum van body and fiberglass body that would hope to attract more local entrepreneurs.

“The Philippine market will soon appreciate Mahindra’s rough-and-tough image that buyers in rural and semi-urban markets will definitely appreciate,” Mabilog said.

And with competitive pricing, Mahindra is, indeed, sending more shock waves to the other players of the segment.