Mahindra & Mahindra has confirmed that it will launch its luxury SUV (codenamed Y400), on November 19, 2018, in the domestic market. The Y400, or the new Rexton, will be built in the company’s state-of-the-art automotive plant at Chakan, Maharashtra.

According to Rajan Wadhera, president – Automotive Sector, M&M, “The Y400 is one of the most eagerly anticipated launches of this year. Positioned in the high-end SUV segment, the Y400 is a high-end, full sized SUV that offers luxury and exclusivity in its tasteful design, lavish interiors, thrilling performance and best in class features. We are sure that it will further enhance our SUV portfolio.”

The Y400, which will be sold under the Mahindra brand, will be exclusively available through a separate high-end showroom within the existing ‘World of SUVs’ dealerships which have been created with the objective to redefine customer experience. These outlets, according to the company, will be equipped with ultra-modern digital technology to provide an enhanced and immersive high-end experience for customers.

It was in 2012 that M&M brought the SsangYong Rexton to India but it did not make a large impact in its segment, losing out to full-size seven-seat rivals like the Toyota Fortuner and Ford Endeavour in terms of sales. The game has moved ahead now, with new arrivals like the Skoda Kodiaq and Mitsubishi Outlander being introduced this year. Mahindra hopes to change all this with the new-gen Rexton/Y400 which will be its new flagship SUV.

Also read: What to expect from the Y400

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