Hindustan Motors and Mitsubishi Motors Corporation have announced the launch of their premium sports utility vehicle, the Mitsubishi Montero. Priced at Rs 29.70 lakh, the Montero being introduced in India is the contemporary and fully featured version of the international model. Its competitors are the Honda CRV and Suzuki Grand Vitara.
Speaking at the launch, Ravi Santhanam, Managing Director, Hindustan Motors, said, “The Montero is a bonafide off-road legend. The rally versions have won the gruelling Dakar Rally for the last six years running. Success like that doesn’t come easy. It comes from pure capability. Montero derives this capability from the latest technology to master any terrain. It offers these capabilities paired with all of the luxury flourishes that SUV buyers expect and then some more.”
Santhanam further said that Mudra would be handling the advertising for all the Hindustan Motors brands. “We will not be advertising in mass media for the Montero as it caters to the niche segment. We will be mainly advertising in in-flight magazines like ‘Swagat’ and ‘Jetwings’, and business magazines like ‘Business Today’ and ‘BusinessWorld’. We will advertise through our dealers. The target audience include business executives and the upper class segment,” he added.
Montero is a seven-seater SUV. It is powered by a 3.2 litre 16 valve DOHC inter-cooled turbocharged diesel engine.
With this launch, the Mitsubishi product range in India – Lancer, Cedia, Pajero and now Montero in price range between Rs 6.97 lakh and Rs 29.7 lakh – offers Indian customers a wide range of products with unique characteristics at competitive price.