Says M&M managing director Anand Mahindra: ``With this launch, we have now entered the urban city markets. With advanced features, Bolero is basically an Indian car at heart. In fact, the Bolero GLX is the harbinger of things to come at M&M. We will be launching yet another MUV model "Scorpio"in 2001.''

In the over-crowded utility vehicles category which accounts for 1.25 lakh vehicles, Bolero is positioned as a powerful utility vehicle which offers car-like comforts. In the competitive MUV arena, the Bolero will take on the Tata Sumo Deluxe and the Toyota Qualis.

According to Alan Durante, executive director & president, Auotmative Sector, M&M, ``with the launch of the Bolero, the company will garner a 25 per cent market share in the urban city market within two months.'' Adds Durante: ``With the caption "break free", the Bolero breaks free the limits of the terrain and can be driven through the highways, good roads and tough roads."

To announce the launch, the company plans to launch an aggressive print campaign comprising a series of press advertisements on August 15, 2000. ``Designed by Interface Advertising, the campaign will highlight the advanced features of the new product,'' informs Rajesh Jejurikar, vice-president (marketing), Automotive Sector, M&M.

To support the print campaign, the company will be launching a high-voltage television campaign by the end of August 2000. ``As part of our marketing strategy, we will highlight the fact that the Mahindra brand is nowrelevant to younger and urban audience. With a 58 per cent market share, we are now the market leaders in the rural MUV markets,'' adds Jejurikar. In addition to mass media advertising, the company has lined up a host of marketing initiatives to create awareness for the new model. For instance, M&M plans to host numerous road shows and marketing events across the country. ``To woo the youth segment, we will offer free test drives at these shows and events,'' explains Jejurikar.

For effective online advertising, the company has joined hands with popular Websites which include Rediff-on-the Net and Automartindia.com.