Tata Xenon to upcoming Mahindra Global Pik Up: Evolution of lifestyle pickups in India
Aug 17, 2023
By: Amber BanerjeeLifestyle pickups in India:
The lifestyle pickup market in India had been non-existent until the last decade. Few manufacturers tried to tap into the segment but got underwhelming response.
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Early attempts:
SUV manufacturers like Mahindra and Tata Motors tried to offer lifestyle pickups to their customer base but did not see much success.
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1. Mahindra Scorpio Getaway (2006):
The Scorpio Getaway 4x4 has existed since 2006 and was also built for the 4th generation model but found very few takers in India. However, in international markets such as Australia, it is still sold and fairly successful.
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2. Tata Motors Xenon XT (2009):
Tata Motors tried to dabble in lifestyle pickup segment with the Xenon XT, however, low demand and a limited production run eventually led to it being discontinued in 2017.
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Fairly successful:
While early attempts failed to capture mass appeal, Japanese automaker Isuzu found success in the segment after it launched a more luxurious version of its cargo pickup model, the D-Max.
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3. Isuzu D-max V-Cross (2016):
The D-Max V-cross was launched at a starting price of Rs 14.29 lakh ex-showroom in 2016. Slowly but surely, it came to be known as the lifestyle pickup of choice among Indian car buyers and has since held its position in the segment.
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New generation:
After Isuzu established the lifestyle pickup market in India, more prominent carmakers started to take notice and the results started showing.
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4. Toyota Hilux:
Toyota launched the latest-generation Hilux pickup in India in 2022, it is a capable 4x4 off-roader, has a payload capacity of 470 kg and luxury amenities in the cabin. At Rs 30.40 lakh ex-showroom, it has also raised the price bar.
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Upcoming pickups:
With the lifestyle pickup stage set, we are now seeing more committed attempts from carmakers to bring serious competition.
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5. Force Gurkha pickup:
Force is reportedly working on a pickup version of its Gurkha 4x4. Images of test mules have been circulating the internet. Launch timeline is currently unknown.
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6. Mahindra Global Pik Up:
Mahindra has showcased the Scorpio-N based Global Pik Up in South Africa. It is expected to arrive in the country by 2026.
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