Mahindra has decided to take on the premium pick up truck market share by launching the Genio with a flat bed pick up for utility purposes and a comfortable and quiet cabin for passengers. In essence, it is one up from other pick up trucks like the Mahindra Maxx Pick up and the Bolero Pik-up which have a DI engine instead of a CRDe engine and are more utilitarian in nature. Mahindra say it has been designed to cater to the needs of small and medium entrepreneurs (SMEs) and businessmen alike, who need to carry cargo and travel in comfort for long distances.
According to Mr. Vivek Nayer, Senior Vice President, Marketing, Automotive Division, Mahindra & Mahindra Ltd. Mahindra has chosen to launch the vehicle in Karnataka first because, “Karnataka is a very important market for us and here is a vehicle which is an ideal choice for businessmen who are looking beyond just a cargo moving pick up and need to travel for business purposes. Packed with several utility, technology and comfort features, the Genio DC creates a new benchmark. Going forward we shall continue to raise the bar in the industry with our superior product offerings.”
The Genio DC is said to have build quality and finish unseen in a commercial vehicle in India. The Genio DC also comes packed with features like adjustable power steering, power windows and a 2 din music system for a comfortable driving experience. The centre floor console has a mobile phone charging port, bottle holder, and cup holders. The Genio instrument cluster has a RPM meter and trip meter. The Genio DC also comes with central locking and keyless entry, engine immobiliser and ‘follow me home lights’. The cabin is meant to be luxurious with comfortable seating for five passengers. The car like gear shift and wide windscreen make it easy to drive in urban environments.
The Genio DC has the shortest turning radius among pickups of 6.15 meters which is very useful for manoeuvring and parking a pick up truck in an urban environment.
Power comes from a mDI CRDe Engine which offers 220 Nm of Torque and 75bhp which gives the pick up truck a top speed of 120 km/h. With an oil change interval of 20000 kms it has a very convenient service interval.
The Genio DC comes equipped with safety features like LSPV brakes which adjusts the braking pressure depending on the amount of load on each wheel of the vehicle. There is also a door ajar warning lamp, a high mounted stop lamp and child locks on the rear doors. The Genio DC comes with tubeless tyres to reduce the risk of high speed blowouts on the highway.
The Genio DC is well priced for what it is meant to be, a comfortable pick up truck that can be used for business or leisure. The Mahindra Genio DC comes in two variants priced at Rs.546000 and Rs.595000 respectively (prices are ex-showroom Karnataka BS3), the VX being the top variant. The Genio DC is also available in BS4 variants in urban markets.
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