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Mumbai, Sep 19 (UNI) Utility vehicle major Mahindra&Mahindra (M&M) today launched the All New Scorpio at Nairboi in Kenya as part of a series of international launches.

M&M has appointed a Kenyan company - Oriel Ltd - to lead it into the East African Market. The new Scorpio SUV is being launched in Kenya with 40 changes and improvements, all based on direct feedback from the East African market, a M&M press release issued here toady said.

Export of M&M's Senior General Manager Ashok Thakur said on the occasion, ''Kenya is one of the most evolved markets for cars in East Africa, which is one of the major markets for our globalization plan. We see Kenya as a strategic market for our export success. Our vehicles have a significant presence in other markets of Africa. The Mahindra nameplate is a success in South Africa too and many other countries and we are confident that our entry into Kenyan market will be well received.'' Oriel, part of the long established Ecta Group in Kenya, will start by launching M&M's Scorpio, a 2.6 litre turbo diesel SUV that has won many awards since its launch. This flagship model will be swiftly followed by M&M's Bolero, a one tonne pick-up.

Managing Director of Oriel Sreedharan said, ''The Scorpio is a product of international standards and is being offered at a value price. The Mahindra promise of quality backed by our distribution and after sales network will make the Mahindra range a success.'' ''Mahindra vehicles have been designed to match international standards wherever they go. Africa is a strategic market for Mahindra as it is for other Indian majors. Our commitment and our thrust in this sector is evident in the global launch of the new four model Scorpio Pik-Up range in South Africa recently,'' Mr Thakur added.

The Scorpio is a direct result of the innovative Integrated Design and Manufacturing (IDAM) process, where M&M has tied-up with global automotive suppliers at an early stage for concurrent design and development. These partners include Lear USA, Visteon USA, Dana USA, BEHR Germany, Bosch Germany, Borg Warner USA, Fuji Japan and Sylea France.

Kenya's automobile market is one of the most dynamic in East Africa. It is a rapidly growing economy with an expanding leisure market. Besides, it is a right hand drive market. ''Mahindra's products with their rugged 4x2 and 4x4 qualities are a perfect fit for the Kenyan terrain,'' Mr Sreedharan added.

Apart from holding a premier position in Indian industry, M&M is an established leader in several global markets. It has a strong presence in the US, China, Malaysia, West Asia, Australia, Latin America and the Middle East, as well as increasingly in Africa. Over the next couple of years we plan to get about 20 percent of our volumes from our global ventures. Mahindra is looking to consolidate operations in East Africa.

In Africa, Mahindra has a subsidiary in South Africa which distributes vehicles in South Africa and last year it sold over 3000 vehicles in South Africa, which is expected to cross 5000 vehicles this year. Mahindra also has a presence in many African countries like Nigeria, Ghana, Mozambique, Tanzania, Madagascar, DR Congo, Rwanda, Burundi, Ethiopia and Djibouti.

Meanwhile, Mahindra South Africa is participating in the Auto Africa Show in Johannesburg from October 26 to November five, this year where a range of products Scorpio, Bolero, pickups, Legend, LCV's and tractors would be displayed.

UNI SN MJ AG1751