The Mahindra Bolero has been in the car market for the past 18 years and has finally achieved the feat of sale of 1 million car units this year. One of the most long standing cars in the market the Bolero is also one of the best-selling models of the car manufacturer. Launched in 2000 the car has since then seen quite a few modifications and upgradations. It has managed to stay in the top 10 passenger car list almost every year since its launch and in spite of a sales drop last year the Bolero has managed to find its way back up with a 23 percent year-on-year growth in the last fiscal year.
The sales revival has come about with a comprehensive strategy to target the small cities and rural areas and well as introduction of the new Bolero Plus, according to Chief- Sales & Marketing of Mahindra, Vijay Ram Nakra. The Bolero Plus is equipped with a 1.5-litre diesel engine and undercuts the regular Bolero by Rs 90,000. The competitive price along with high end specs have worked wonders for them.