The Mahindra XUV 3XO: A design so sublime that it exceeded 10 000 sales in a year

Naresh Maharaj recently caught up with chief designer of the Mahindra XUV 3XO Pratab Bose on the sidelines of the Fusion Fest. As chief designer you’ve redefined Mahindra’s current era as heartcore. That is the SUV’s design from the heart for the hardcore.” Bose:“Yes absolutely.

So if you see the XUV 3XO in its size, it still has all the SUV elements. It’s got a nice long horizontal bonnet, it’s got a high ground clearance, big wheels and this seating position which is higher than anything else out there, so as an SUV it gives you confidence and control. It gives you that ‘go anywhere’ feeling.

But we’ve done that in this smaller format, which is the 3XO, and that’s why it’s loved in India, and I’m very glad to say it’s loved in South Africa. Maharaj:“The 3XO has sold a whopping 10 000 units in just over a year since launch. The sales speak for themselves driven by aggressive value proposition with a high level of performance and specifications on every model.” Bose:“I must tell you, when I was designing the car with the team a few years ago, I didn’t imagine it would be this loved in a country like South Africa, where you have global competition.

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“All the brands that you have here present competition for us. But to be loved and bought by 10 000 families means a lot to me personally, and means a lot to the company, because it does say that the values and the heartcore design in these vehicles speaks volumes with our all-round engineering that goes on behind the scenes and into the 3XO. The numbers say it all.” Maharaj:“You spoke about being global with design.

Does it change the way in which you design cars for the intended international market?” Clients outside SA might like a lighter interior with the dashboard, roof lining and seats but in SA I have come to know and understand that South Africans prefer a darker shade that reflects ruggedness. “In India, we use slightly lighter colours. So yes, we do make some adjustments as we go for the international markets.”

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