M&M to be SUV-focused in EV space; management highlights three-box framework

“We have gone through a fairly comprehensive look at how to think about the future. In that process, we have deployed a framework known as the three-box framework. So, when we thought about the whole electric vehicle spectrum, we said that last mile mobility today is what one may want to call box 1 business. There is a ready customer market for that today and what we now need to do is drive growth, drive penetration, and get cost right. The box 2 business what we are right now calling the SUV focused IC derived electric vehicles. Box 3 is preparing us for the longer future which is born electric vehicles again in SUV space. So, we have broken our business thought process into these three boxes and then built an organization vision around these,” he said in an interview with CNBC-TV18.

M&M reorganises EV strategy, sets up two new verticals

He further explained that this is the initial thought process and they will work out the entire electric strategy in the next few weeks.

Jejurikar also said that they want to be an SUV-focused business and hence the electric strategy will play along the same lines.

“One of the calls that we are taking very clearly as we prepare ourselves for electric and honestly with our whole SUV portfolio, we have been talking about that over the last year, is that we want to be a very SUV-focused business. Hence, our electric strategy will play along with the overall SUV differentiation and the brand focus that we are attempting to build. So, we will do electric vehicles along with our core SUV portfolio. We are not planning to do electric vehicles which will go into the shared mobility space which is sedans and hatchbacks,” he said.