Mahindra & Mahindra Ltd. yesterday said that it had launched a special edition of its Maxx maxi truck in Tamil Nadu, priced at Rs. 3.33 lakhs (ex-showroom Chennai).

The vehicle is targeted primarily at the entry-level segment, but also provides an option to those who aspire to graduate from a 3-wheeler or mini-truck to a vehicle with larger load-carrying capacity. 

With a growth of 38 per cent for the first half of F09, it is the main driver of growth in the 2-3 ton G.V.W load-carrier category. In a little over two years the Maxi Truck has not only carved out a place for itself in a highly competitive industry but has also taken a 20 per cent bite out of the mini-truck market.

To celebrate the success of the brand, M&M has launched a special edition with a limited run of 1,000 vehicles,

The special edition boasts of an MP3-cum-radio player, an instrument panel and dashboard which is integrated with a glove-box, stylish fabric seat covers and an outside rearview mirror on the left side.

The special edition is available in a fresh, new colour – Champagne – which, along with stunning body graphics cuts a distinctive figure and allows its proud owners to stand out in a crowd.

Based on the successful Maxx Maxi Truck, the special edition comes with a 63 bhp MDI engine, 900kg of payload and a top speed of 100km per hour. It provides a loading area of 37sq.ft and 18kgm of torque, and 15 inch tyres that provide the driver with a higher degree of control in adverse road conditions. The vehicle is based on extensive customer feedback and is largely aimed at the captive-user segment.

''The special edition  is packed with exciting and distinct features, which are rare in commercial vehicles of this category. Features like improved fabric seats, a factory-fitted MP3-radio player and a new dashboard with a glove-box provide improved comfort and a pleasurable driving experience. The Special Edition is a perfect blend of comforts and superior earning potential'' said Vivek Nayer, senior vice president, marketing, auto sector, Mahindra and Mahindra Ltd.

Mahindra is the market leader in the 2-3 ton GVW load-carrier category, with a market share of 85 per cent in the first half of F09 and a growth of 25 per cent in the same period, as compared to an industry growth of 12.5 per cent.