Mahindra XUV 700 : The Mahindra XUV 700 breaks new ground in an SUV market that has so far been cornered by international players, taking on established luxury SUV makers by storm.
From the launch, this home-bred fighter has slowly but surely made its way up the ranks to change perceptions about what passes for premium automotive engineering in India. The XUV 700 is redefining the game, and not just that of the luxury SUV category but that of the entire market.
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Mahindra XUV 700 The Ambitious Underdog
Mahindra & Mahindra has been a bit of an outlier on the Indian automotive stage, which is dominated by value-focused cars where content takes precedence over design.
The XUV 700 is the pinnacle of the company’s ambitious journey from being a producer of no-nonsense workhorses, versus a manufacturer of sophisticated, feature-laden vehicles that can hold their head high against those of any global auto maker.
The journey wasn’t overnight. Leveraging insights from the first generation XUV 500, Mahindra made significant investments in R&D and worked with global design houses and technology companies. The result is a vehicle that retains Mahindra’s genes and yet has all the trappings associated with vehicles that cost two times as much.
Mahindra XUV 700 A Design that Makes a Statement
At the very first look, XUV 700 makes a statement with bold design cues inspired from the luxury segment, yet creating its own unique identity. At the front is the big, bold grille with Mahindra’s new twin-peak logo placed in the centre, and the look is complemented by the LED headlamps with the signature C-shaped DRLs becoming something of a signature.
The side profile is no exception, with clean unbroken lines wrap around the car too, and flush-fitting door handles that pop out when you approach the car – a feature formerly reserved for high-end European vehicles.
It’s got a purposeful, athletic stance and thankfully doesn’t resort to the over-the-top body cladding that plagues many Indian-made SUVs, taking a more refined approach.
Things get even closer to upscale inside. Most touch points are wrapped in soft-touch materials, wood and metallic accents play off each other for a more expensive look, and there’s ambient lighting, a feature not even found in the old car, which hadn’t been available at this price point.
The open view sunroof, which is one of the longest available in the segment, bathes the cabin in natural light, adding to the sense of space and airiness.
Mahindra XUV 700 Technology as a Competitive edge
Where the XUV 700 is really seen to be taking the fight to luxury rivals is in its technology. The highlight is what Mahindra refers to as AdrenoX—an immersive suite featuring twin 10.25-inch screens, comprising one of the best displays outside of top-flight European brands.
The product integrates over 60 connected car features, comprising geo-fencing, vehicle tracking, remote ignition, and cabin pre-warming. Using voice commands, an AI assistant can control a range of vehicle functions, including climate settings and the sunroof.
Features like adaptive cruise control, autonomous emergency braking, lane keeping assist and traffic sign recognition – once upon a time standard fitments in cars costing north of ₹50 lakh – can be found on the XUV300 as part of the Advanced Driver Assistance Systems (ADAS) package. This diffusion of safety technology is perhaps the biggest threat to established luxury players.
Audio junkies are in for a treat with a 12-speaker system specially tuned by Sony, providing a clear balance of high-frequency tones and immersive surround sound that competes with similarly priced options with Harman Kardon and Bose systems. Wireless charging, several USBs and full smartphone integration round out the tech scene.
Mahindra XUV 700 Performance That Delivers
Technology and design may get the headlines but performance is ultimately what separates a car that can challenge traditional luxury stalwarts and one that can’t. So far, even the XUV 700 offers an insatiable competition.
The 2.0-litre mStallion turbocharged petrol is the most powerful petrol and churns out 200 horsepower and 380 Nm of torque – numbers that are quite a match for a lot of entry-level luxury SUVs out there. The 2.2-liter mHawk diesel is available in two states of tune; the higher variant develops 185 horsepower and an impressive 450 Nm of torque.
Both engines can be mated to either a 6-speed manual or a 6-speed Aisin-sourced automatic.we’ve seen the same one in multiple premium Japanese and European marques. All-wheel drive is optional with the higher models and delivers true off-road ability that most of the city-focussed luxury SUV rivals can’t match.
Handling and ride quality on-pavement are enhanced by the monocoque chassis and all-independent suspension, a very good mix of handling sharpness and ride compliance. Though not as refined as German luxury brands, the XUV 700 gets pretty close — and at a fraction of the price.
Mahindra XUV 700 Redefining Value Proposition
One of the most disruptive features about the XUV 700 could be its pricing. With prices ranging from around ₹13 lakh to roughly ₹24 lakh (ex-showroom), it offers features, performance and presence you will usually need to drop at least ₹40-50 lakh on a car from one of the established luxury carmakers to get.
This brand proposition has already made luxury producers in India rethink their strategy. Some have reacted by offering cheaper versions or upping the amount of equipment as standard to keep themselves fore of others. The spillover effect impacts pricing and feature-set availability in several segments.
The position of XUV 700 in the market has specifically made life difficult for players such as Jeep, Volkswagen and Skoda, perched between the mass and luxury ends of the market. These manufacturers have been pushed to move up market or increase the value they offer to stay relevant.
Mahindra XUV 700 Customer Experience Evolution
Knowing that an impressive product alone won’t be enough to take the fight to the luxury brands it competes with, Mahindra has spent big to change the ownership experience too. New dealership layouts will include digital displays, delivery bays, and knowledgeable personnel who can walk customers through the car’s advanced systems.
After-sales service — which, as historically has been the case for Indian manufacturers, was a major weak link — has been given special focus. Fair pricing, expanded warranties and better availability of parts eliminates several previous customer gripes that would have led to shoppers towards established luxury brands despite prices.
“The Mahindra app offers a truly advanced experience; with a digital ecosystem similar to what is offered by premium Euro vehicles, in terms of extensive vehicle information, service scheduling, and connectivity features.
This view of ownership overall is evidence of Mahindra’s realization that if it is going to take on luxury icons, it needs to be excellent throughout the customer experience.
Mahindra XUV 700 The Road Ahead
As the automotive world transitions to electrification and autonomous driving, the XUV 700 appears to be Mahindra’s stake in the ground to play in future battlefields. The firm has already revealed its electric vehicle strategy, featuring tech that’s been produced in partnership with Formula E racing.
The platform for the XUV 700 was developed with electriedmotors in mind, meaning battery-electric and hybrid variants could be spread more quickly than we might otherwise expect. This futuristic stance might keep Mahindra in contention with luxury brands even as the industry faces monumental changes.
Mahindra XUV 700 Conclusion
The Mahindra XUV 700 is no just another SUV offering in the hotly contested market—it is the Indian automotive engineering at its updated best and the way consumer expectations are transitioning.
They’ve done so by bringing “near luxury” features, technology and performance to the masses at prices that challenge the traditional players to reevaluate their value equations.
Whether this grass-roots rival can keep the pace up is to be seen, particularly when global brands fight back with their own offerings for India.
But unquestionably, the XUV 700 has successfully barged its way into this discussion about premium SUVs in India — not as an aspirational compromise, but as a truly viable competitor, one that is redefining what the Indian consumer wants from his or her car, irrespective of prices.
The writing on the wall for luxury brands that have been positioning themselves at a premium in the Indian market since decades, is clear: the party month of charging hefty premiums for features and technology are numbered. When it comes to the XUV 700, Mahindra isn’t only in the game, they’re rewriting the rule book.
