Mahindra & Mahindra to Target Global Markets with New 'Lifestyler' Pickup

Homegrown auto major Mahindra & Mahindra (M&M) is preparing to intensify its export operations with its newly unveiled pickup truck. According to Rajesh Jejurikar, Executive Director and CEO of the Auto & Farm Sectors at M&M, the vehicle is targeted at international markets including South Africa, Australia, the Middle East, and Latin America.

The vehicle, developed as a global platform, will be launched internationally as the 'Mahindra Lifestyler'. In the domestic market, it will be introduced in April 2027 under the name 'Mahindra Scorpio Lifestyler'. Jejurikar noted that the company could also explore potential markets within the ASEAN region, where there is significant demand for pickup trucks, although M&M currently only has a presence in Indonesia within that bloc.

M&M's focus on expanding its global footprint comes on the heels of growth in its international shipments. According to the company's annual report for 2025-26, its automotive sector posted an export volume of 41,030 vehicles, marking an 18.2 percent increase compared to the previous year's exports of 34,709 vehicles. The company currently exports its SUV range to regions such as Australia, New Zealand, the Middle East, Africa, and South America.

Alongside its export strategy, M&M sees a growing domestic opportunity for the new pickup. Jejurikar stated that over the past three to five years, a growing number of Indian consumers have begun to value curated recreational experiences, camping trails, and lifestyle travel where they require space for gear. The domestic market could therefore present a viable segment for the vehicle among customers such as plantation owners or adventure travellers.

In addition to its commercial vehicle and utility plans, M&M reported continued momentum in its electric vehicle segment. Over the past 16 to 17 months, the company's EV penetration has scaled from zero to 12 percent of its total SUV volume, driven by the launches of the BE 6, XEV 9e, and XEV 9S models. M&M is also set to introduce the BE 6 SPORTEQ later this month. In the electric four-wheeler category, the company recorded sales of 57,472 vehicles in 2025-26, representing a fourfold increase from the 14,183 vehicles sold during the previous financial year.

"Mahindra & Mahindra's strategy to position its new pickup truck as a global platform highlights the importance of scaling beyond domestic borders to capture international demand. By aligning product development with emerging lifestyle trends both globally and locally, alongside strong momentum in their electric vehicle segment, the company demonstrates how established manufacturers can successfully diversify revenue streams and adapt to shifting consumer behaviors." — Dr. Shishir Gupta, Founder & CEO, StartupLanes