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MAHINDRA AUTOMOTIVE & FARM SECTORS: AUTOMOTIVE BUSINESS - SUV CATEGORY STRATEGY CASELET BUSINESS BACKGROUND
Mahindra Automotive & Farm Equipment Sectors (AFS) comprise businesses ranging from Automotive (including Cars, UVs, Trucks and Buses), Agri-business (including Seeds and Applitrac equipments), Construction Equipment, Powerol (Engines & Gensets) to Tractors. This caselet pertains to the Automotive Business of Mahindra AFS, and is one of the two optional caselets that may be chosen for this business. Founded in 1945 with commencement of discussions to manufacture of Willys Jeep, the Automotive business has grown to be among the oldest and the largest business of Mahindra Group, contributing to 54% of the Groups revenue. Mahindras Automotive Business spans Alpha range of 3-Wheelers, Gio, Bolero Maxxi Truck and Maxximo range of Small Commercial Vehicles, Verito, Vibe, e2O, Actyon and Chairman range of Cars; Thar, Bolero, Scorpio, Xylo, Quanto, XUV 500, Korando, Kyron, Rodius and Rexton range of Utility Vehicles, and Mahindra Trucks & Buses (including Ssangyongs products that may not have been launched in India yet). The Automotive business R&D efforts are concentrated at Mahindra Research Valley in Chennai, with Manufacturing facilities across 9 plants worldwide. In 2011, Mahindra acquired Ssangyong Motors of Korea and Reva Electric Car Company, surging ahead towards their Big Hairy, Audacious Goal of being among the Top 10 Globally renowned Automotive companies. Mahindra vehicles now ply both the paved and unpaved roads of Australia, Europe, Latin America, Malaysia, South Korea, and South Africa.