Last year, Mahindra cemented itself as one of the best-loved brands in South Africa, achieving its best-ever sales year as a result.
The Indian carmaker sold 18,097 vehicles in 2025, which represents a 40% year-on-year improvement and marks a record-breaking year for the brand.
Overall, the total new vehicle sales industry grew by around 15% and recovered to pre-pandemic figures for the first time.
This sales boom can be attributed to an improved local economic outlook over the past twelve months, as well as the large number of new brands that entered the market in the same period.
In terms of Mahindra’s sales, its performance saw it rise to claim the position as the third-best performing volume brand in South Africa for 2025.
This means the automaker has occupied the position in three of the last six years, and when looking at the brand’s compound annual growth rate (CAGR), it has been one of the fastest-growing badges since 2017.
Mahindra’s ever-popular Pik Up bakkie has historically been its best-selling model and thus responsible for much of its annual sales.
Last year, however, the brand saw its passenger vehicle sales reach new heights.
Mahindra reports its passenger vehicle sales surged by over 100% last year, increasing from 3,969 units sold in 2024 to 8,085 in 2025.
As a result, Mahindra finds itself amongst the two top performers in this segment when considering overall new passenger vehicle sales growth.
Much of this growth can be attributed to the remarkable performance of the XUV 3XO, which has taken to the South African market like a fish to water.
Another of the brand’s models that evidently appeals to the local market is the rugged Scorpio-N.
Mahindra claims the latter offers motorists leading active lifestyles, unmatched features in a capable adventure SUV.
These models were both crowned as the Motor Enthusiast’s Choice at consecutive South African Car of the Year events.
A unique business approach
Mahindra has leveraged its two decades of experience to outdo many of the new competitors that have entered the South African market as of late.
The brand invested in its dealer network and aftermarket support, and even added local manufacturing capacity and further invested in local social and environmental projects.
“Mahindra is here to stay,” declared Rajesh Gupta, CEO of Mahindra South Africa.
“As we enter our third decade in South Africa, we will double down on our business model of responsible investment, sustainable growth and authentic products with world-class support.”
He believes that continued focus on these will translate into increased sales performance and future successes.
Mahindra opened a new assembly facility in Durban, which allows the automaker to produce over 1,000 Pik Up models every month, as well as the assembly of special edition models like the Pik Up Karoo.
According to Mahindra, the locally assembled Pik Up has made its way onto the list of the three most-popular workhorses in South Africa.
The brand anticipates the Pik Up to continue to gain popularity in 2026, following changes that will allow for lower maintenance costs.
Mahindra also opened its biggest national warehouse and distribution centre last year, from where it distributes parts and components to its network of over 100 dealers daily.
As part of its unique business model, Mahindra hosted its inaugural Mahindra Fusion Fest last year. This festival celebrates South African creativity and diversity, and managed to draw over 7,000 attendees.
Mahindra says the success of this festival has redefined how carmakers engage with the public and their clientele.
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