Bolero Neos (Photo Courtesy: www.apexmotordimapurmahindra.in)
Kevichalhou Virie
Dimapur | July 26
When dawn breaks over the Dzükou Valley, the first rumble you hear is often a Mahindra engine. From the battered earth roads of Phek to the bustling streets of Dimapur, the silver ‘M’ badge has become more than just a brand; it is the workhorse and, increasingly, the pride of Nagaland. Built on ladder-frame chassis and powered by torquey diesel engines, Mahindra’s SUVs have cemented their place in the state’s collective imagination like few others.
Globally too, the brand is synonymous with dependability, trusted by buyers in the US, South Africa, and Australia. After all, a company that builds tractors knows how to build machines that endure.
In Nagaland, if you toss stone, chances are it will bounce off a Bolero and land on a Scorpio. These two are the people’s SUVs, from village roads to VIP convoys; they are everywhere, and for good reason.
A Footprint Forged in Numbers
The scale of that presence is eye catching. Ministry of Road Transport & Highways, GoI data, compiled in The Naga Republic’s 2023 registration roundup, lists 33,416 Mahindra vehicles on Nagaland’s books (cumulative total over the years) fourth highest overall and the only SUV heavy maker in the top five. Most are Boleros, Scorpios and Thars, underlining how passenger SUVs, not trucks, drive Mahindra’s local clout.
National momentum feeds the story: Autocar India reports Mahindra sold 5.28 lakh SUVs in 2024, a 22 per cent jump year on year; the Scorpio twins alone moved 1.54 lakh units, 32 per cent of the brand’s volume (Jan–Nov 2024).
That big picture surge is mirrored on Nagaland’s hill roads, where the Scorpio and Bolero routinely outnumber almost every rival model.
Engineering for Terraces and Torrents
Nagaland’s roads are tough, steep hills, landslides, rough tracks, and sudden floods during the monsoon. That’s where Mahindra shows its strength. Its strong ladder-frame chassis and high suspension can handle deep potholes and uneven roads that would damage most small cars. The Scorpio N comes with 4WD and low gear for climbing steep slopes, while even the regular Bolero has 180mm ground clearance, enough to cross rocky paths after a heavy rain. Many owners say they don’t have to visit the mechanic often, because the underbody doesn’t get hit easily, and the vehicle just keeps going.
Maintenance adds to the appeal. As 91 Wheels notes, Scorpio spares are “readily available, not only through authorised dealers but in Nagaland’s aftermarket network,” keeping downtime and bills low. That affordability is vital in districts where a day without the vehicle can mean missing the market run.
Dealer & Service Backbone
Mahindra’s grip tightened after Apex Motor Enterprise opened in Dimapur in 2001, expanding to a full showroom service hub in 2003 and employing over 100 locals today. Apex Motor Enterprise was founded in 2001 by Kepel Keditsu as a sole proprietorship. Initially, the business operated as a servicing center located in the City Tower area of Dimapur. In 2003, Keditsu expanded the enterprise by opening a showroom in Duncan Basti, Dimapur.
Today, Apex Motor Enterprise operates from Walford Road, housing both its sales showroom and servicing center under one roof.
A satellite showroom in Kohima’s Meriema ensures coverage for the capital. In 2016, the then Chief Minister of Nagaland, T R Zeliang inaugurated K & K Motors, a purpose built Mahindra service centre in Kohima, explicitly citing the “large number of Mahindra vehicles in Nagaland” as justification. Parts now flow via Mahindra’s regional warehouse in Guwahati, slicing delivery times from weeks to days.
Steel Meets Style: Local Mods
Walk Dimapur’s Walford Road on a Saturday, you will see lifted Scorpios on all terrain tyres, Thars wearing snorkels and roof racks, and Bolero Neos with homemade wooden luggage frames, perfect for ferrying pineapples from Medziphema. Off road clubs such as “Self Drive Nagaland” rent modified Thars for back country expeditions, reflecting a culture where personalisation is part practical, part pride.
Mahindra vs. the Rest of India
Nationally, Maruti’s Brezza or Hyundai’s Creta top sales charts, but in Nagaland Mahindra punches above its rank. While Tata and Maruti dominate total registrations, street side counts in interior districts tilt heavily toward Mahindra. Dealers attribute this to diesel preference (torque on climbs, cheaper fuel) and the perception that “Mahindra equals endurance,” a sentiment reinforced by the Scorpio crossing the nine-lakh production milestone last year, as Mahindra’s own press release trumpeted.
Loyalty Writ in Mileage
• Khrielie, a farmer based in Kohima: His 2014 Bolero has clocked 4.1 lakh km. “Gearbox rebuilt once, engine never opened,” he says with a grin. “I will buy another Bolero; nothing else lasts this long.”
• Aien, a taxi owner in Dimapur: She rotated three Scorpios over 12 years. “Clients request Scorpio for long trips; they feel safer. Resale covers my upgrade.”
• Tia, an entrepreneur in Mokokchung: Bought a Thar during lockdown. “It’s my office, camping rig, and social statement. In Nagaland, a Thar tells people you love the land.”
• Such stories back up Mahindra’s internal research showing some of the nation’s highest repeat purchase rates for the brand in the North-East.
The Road Ahead
Mahindra is now seeding ADAS equipped XUV700s in Dimapur and touting the upcoming BE and XEV electric SUVs, tempting in a state keen on cleaner mobility but still lacking charging grids. Yet, even as tech levels rise, the formula that won Nagaland, steel, diesel torque, body on frame grit, remains intact.
The Bolero and Scorpio are also top choices for police officers and government servants in Nagaland.
For the Naga driver, a Mahindra is more than transport: it is a movable tool kit, status badge, and survival partner on roads that can switch from tarmac to sludge without warning. In the hills and on the highway, that combination of steel and grit keeps Mahindra squarely in the driver’s seat, and the badge most Nagas trust when the clouds roll in.
References: VAHAN Dashboard & MoRTH data (2023) via The Naga Republic; “Mahindra Scorpio is brand’s best selling SUV in 2024,” Autocar India, 2 Jan 2025; “Mahindra Bolero roars past 1 lakh sales mark,” The Economic Times, 2023; Mahindra press release, 29 Jun 2023; Apex Motor Enterprise website; Eastern Mirror (1 December 2016) on K&K Motors inauguration; owner interviews and Dimapur/Kohima dealership conversations, May–June 2025.
Published under a special arrangement, this is the fourth story in a five-part series.
