Value-packed Mahindra XUV700 launched locally
Indian brand Mahindra has spent a couple of decades endearing itself to local consumers, particularly in the light commercial segment. However, the brand has gone about reinventing itself of late, and the latest XUV700 is perhaps the best example of this new identity.
It is quite easy to become jaded by marketing material disseminated by automakers when each brand appears to be pushing a similar message. Whether this is a promise of efficiency, value, safety, service, experience or performance, there is often little to differentiate many car makers from one another when we look at their respective approaches to the market. To our surprise at a recent Mahindra event, the marketing material, at an initial glance, at least, appeared to be the real deal. Mahindra South Africa CEO Rajesh Gupta addressed local automotive media at the recent XUV700 launch in Cape Town about the brand's new identity, and its three-prong approach to new product introductions all centred around experiences seems to be a genuine target for the brand.
Related: Mahindra's new XUV700 SUV aims to thrill
Before we were presented with the usual media information surrounding a new product, which in this case is the new XUV700, we were shown the first pillar of the three-product-strong brand experience campaign, which was a beautifully produced video featuring three Mahindra Pik Up Karoo models that saw four adventurers take the bakkies on an 8 000km journey through three Southern African countries. It really demonstrated Mahindra's intent to create a lifestyle-oriented brand from its products. Moving on to the XUV700, the intent here appears to be to appeal to individuals with an active lifestyle and a family that require space. We had an opportunity to drive the newcomer and have some interesting thoughts about it.
Styling
We think that is it fair to state that some of Mahindra's designs have been polarising in the past, with products that look slightly awkward and ungainly. The good news is that the XUV700 is an improvement on previous designs and incorporates the brand's new logo while retaining a look that is still distinctive to the brand.
Interior
The interior of Mahindra's latest SUV is again a welcome departure from products of old, with a markedly improved design, with elements that appear to be inspired by products from the likes of Peugeot and Mercedes-Benz. The infotainment screen and electric seat adjustment buttons appear similar to those seen in Mercedes products, while the buttons for the HVAC system look similar to those used on Peugeot products. Speaking of infotainment, the slab-style screen houses two 10.25-inch screens, one which serves as a configurable instrument cluster and the other as a media and vehicle settings hub. Both screens feature good resolution, are easy to navigate and integrate your smartphone with Apple CarPlay and Android Auto functionality.
In terms of the quality and visual appeal of the interior, there have been improvements to the build quality and materials used inside this model, however, the light-coloured seats and prominence of hard-feeling plastics mean that the interior is not as well executed as in key rivals when we consider longevity and tangible quality. That being said, the ergonomics are well thought-out and there is ample space inside, with second-row occupant space being suitable for even the tallest of occupants, while the higher-spec AX7 and AX7 L get a third row of seats which are best suited to shorter occupants. Mahindra has not quoted a boot volume with the third row of seats folded flat, but we do know that there is a braked towing capacity of 2 500kg and a ground clearance figure of 200mm.
Grade walk
Powertrain
The drive
We had a relatively brief encounter with the XUV across some picturesque roads in the Western Cape, which is not really a true representation of what the product is all about, but we do have some key considerations to share. While the ride quality is good across a variety of surfaces, there is quite a bit of cabin intrusion and ultimate refinement is below that of key rivals.
The engine and gearbox perform well, providing respectable acceleration and overtaking performance, but we found the gearbox sometimes undecided as to which gear it needed to be in, while the Start/Stop system often switches the engine off and hesitates to start up again. Mahindra claims a sub-9.0 L/100km fuel consumption figure, but despite our best efforts and a route that included consistent low-speed cruising, we only managed 9.2 L/100km, meaning an extended test of the vehicle's fuel economy is required.
Pricing
The pricing strategy from Mahindra is best described as aggressive with the XUV700 AX5 coming in at R474 999 while the AX7 is listed at R524 999 and the flagship AX7 L at R559 999.
All models come with a 5-year/100 000km service plan and a 5-year/150 000km warranty, however, the first 700 local customers who order the vehicle and pay a deposit of R5 000 at a dealer will be able to choose between a complimentary service plan and warranty extension up to 7 years, or a R3 000 fuel card, side steps and a tow bar.
Verdict
The Mahindra brand appears to be on the right trajectory, and indeed, has its products priced correctly to lure local buyers. The XUV700 should prove quite popular thanks to its large dimensions, high specification and reasonable pricing. We would have to spend more time with the vehicle to really determine how well it competes with the likes of Haval and Chery brands in the value department, and we would like to see the introduction of a diesel. Still, upon first impression, this warrants consideration when shopping in this segment.
