Mahindra South Africa (MSA) in 2013 experienced its best sales year ever since it opened its doors ten years ago, the company said on Tuesday.

The local arm of the Indian conglomerate sold 4 056 new vehicles in 2013, up 4% on the 3 895 units sold in 2012.

MSA said in a statement that its performance was assisted by the fact that it was able to either hold prices on some models, or limit increases on others, ensuring that the brand was viewed as “providing outstanding value for money”.

“We are very happy with our performance in a very competitive market,” commented MSA CEO Ashok Thakur.

“We now have 12 product lines in our local range of Mahindra and SsangYong vehicles, and I am pleased to report that sales volumes were up on all but two of the model ranges.”

Thakur said the most popular model in MSA’s range remained the Scorpio pick-up, with 1 320 units retailed in 2013, while good progress had been made in building sales in the recently acquired SsangYong range.

Sales of the SsangYong Korando mid-size sports-utility vehicle (SUV) improved by 136%, with 182 units sold.

“We expect this number to grow substantially in 2014,” said Thakur.

MSA also supplied a number of State tenders with a variety of products, such as Bolero, Xylo and Scorpio SUV. Total government sales for the year were more than 200 units.

Thakur attributed a successful 2013 to strong brand- and image-building programmes, run over the past two years, and the positive benefits reaped from recent market research. 

Various strategies were used in these brand-building programmes, such as television advertising linked to major rugby matches.

“What is particularly rewarding is the growth in our dealer network,” said Thakur. “We increased our network to 57 outlets in 2013, with the addition of Polokwane, Randfontein, Middelburg, Cradock and Menlyn.

The company has also expanded into other sub-Saharan countries, currently exporting vehicles to Zimbabwe, Zambia, Botswana, Swaziland and Namibia.

MSA had sold 18 000 vehicles in South Africa since its launch in October 2004.