NEW DELHI: Mahindra is shifting its pickup ambitions into a higher gear, with its newly unveiled Lifestyler positioned as a global product targeting markets across South Africa, Australia, the Middle East and Latin America, according to a PTI report.
Mahindra & Mahindra plans to launch the pickup in India as the Mahindra Scorpio Lifestyler in April 2027. In international markets, the vehicle will be sold as the Mahindra Lifestyler.
The pickup has been developed as a global platform and is expected to play a significant role in Mahindra’s broader international expansion strategy.
Mahindra is also evaluating opportunities in the ASEAN region, where pickups have strong demand.
The company currently has a presence in Indonesia but does not operate across most other ASEAN markets. Expanding into those markets with the Lifestyler could therefore give Mahindra an opportunity to widen its international footprint.
The company already exports SUVs to markets including Australia, New Zealand, the Middle East, Africa and South America.
According to Mahindra’s annual report for 2025-26, its automotive business exported 41,030 vehicles during the fiscal year, up 18.2 per cent from 34,709 units in the previous year.
The Lifestyler is expected to add another product category to that export portfolio, with its global positioning designed to tap markets where lifestyle-oriented pickups have a strong customer base.
Although international markets are central to the Lifestyler’s strategy, Mahindra also sees a potential opportunity for the pickup in India.
The company believes changing consumer preferences could create demand for vehicles that combine utility with leisure and lifestyle applications.
The potential customer base could include people involved in activities such as plantation operations, camping, outdoor travel and recreational trips where consumers want to carry their own equipment.
This represents a broader shift in India’s vehicle market, where consumers are increasingly spending on experiences and recreational activities.
The Lifestyler could therefore occupy a space between a conventional commercial pickup and a lifestyle vehicle, giving Mahindra another opportunity to tap evolving consumer preferences.
Alongside its export plans, Mahindra is also seeing rapid growth in electric passenger vehicles.
The company’s electric SUV penetration has risen from virtually zero to around 12 per cent of total SUV volumes over the past 16 to 17 months, following the launch of models including the BE 6, XEV 9e and XEV 9S.
Mahindra has also introduced the BE 6 SPORTEQ, which is scheduled to enter the market later this month.
The company expects EV penetration to continue increasing, although the eventual share will depend partly on the overall volume of internal combustion engine vehicles sold.
According to Mahindra’s latest annual report, the company sold 57,472 electric four-wheelers in 2025-26, compared with 14,183 units in the previous fiscal year. That represents a more than fourfold increase.
With exports gaining momentum and EV adoption accelerating at home, Mahindra is effectively pursuing two growth tracks at once. The Lifestyler is expected to take the company’s pickup ambitions global, while its electric SUV portfolio continues to expand its footprint in India’s fast-changing passenger vehicle market.