Mahindra Aims To Boost Exports With Lifestyler Pickup, Targets ASEAN, Gulf And LATAM Markets

Mahindra & Mahindra is preparing to strengthen its international vehicle business through its newly unveiled Lifestyler pickup, with markets including South Africa, Australia, the Middle East and Latin America identified as key export destinations.

The upcoming Lifestyler pickup has been developed primarily as a global product and will play an important role in the company's overseas growth plans, said Rajesh Jejurikar, Executive Director and CEO of Mahindra's Auto and Farm Sectors, as per PTI.

"The Lifestyler pickup was developed as a global platform for access for mainly leveraging a global opportunity... It is an important part of our global growth strategy. We have been outlining that the 'Lifestyler' will be an important part of our global growth strategy," he said.

The vehicle will be introduced in India in April 2027 as the Mahindra Scorpio Lifestyler, while international markets will receive it under the Mahindra Lifestyler name.

Jejurikar said the pickup could be exported across several established Mahindra markets, including South Africa, Australia, the Middle East and Latin America.

He also indicated that the company may explore opportunities across ASEAN countries, where pickup trucks enjoy strong demand.

"We are not present in the ASEAN markets except Indonesia. So we would have to open up those markets with these products," Jejurikar said when asked about expanding into the regional bloc, as per PTI.

Mahindra's automotive exports rose to 41,030 vehicles in FY26 from 34,709 vehicles a year earlier, reflecting growth of 18.2%, according to the company's 2025-26 annual report.

The automaker currently exports SUVs to regions including Australia, New Zealand, Africa, the Middle East and South America.

Domestic Lifestyle Opportunity

While designed with global markets in mind, Jejurikar said that the pickup could also find buyers in India as consumer preferences increasingly shift towards outdoor recreation and experience-driven travel.

He said potential users could range from plantation owners to customers travelling with friends and family for camping and other recreational activities.

"We now see a potential emerging product opportunity in India for a product like that as well. What we've seen over the last three to five years is many more Indian customers who are valuing experiences, curated holidays, curated recreational experiences where they take their own gear with them. 'The Lifestyler', in a way , is a perfect pickup for them to experience that," he remarked.

EV Momentum Continues

Jejurikar further said that Mahindra's electric SUV business has expanded rapidly over the past 16-17 months following the launch of the BE 6, XEV 9e and XEV 9S models.

According to Mahindra's annual report, electric four-wheeler sales surged to 57,472 units in FY26 from 14,183 units in the previous financial year, marking a four-fold increase, while EVs accounted for 12% of the company's total SUV volumes.

When asked about EV penetration, he said, "We don't want to get too much into what the penetration will be because it's also a function of how much ICE (internal combustion engine) we sell... but it'll keep growing," as per PTI.