How did you celebrate your 20th birthday? In retrospect, my two-decade celebration was quite lowkey, especially compared to Mahindra South Africa’s celebration of their two decades of success in the country. This past Saturday, the automobile manufacturing company hosted the Mahindra Fusion Fest, a landmark event that blended business, culture, and community engagement, setting the stage for a dynamic third decade.
Mahindra South Africa’s Twenty-Year Journey
“Our journey in South Africa has been about more than just vehicles—it’s about building a legacy of trust, innovation, and community impact. Over the past 20 years, we have not only grown our footprint but also strengthened our commitment to this market through local assembly, dealer expansion, and continued investment in the South African economy.” – Veejay Nakra, President – Automotive Division, Mahindra & Mahindra, and Chairman of the Board, Mahindra South Africa.
Since entering South Africa in 2004, the Indian-born Mahindra has grown into one of the fastest-expanding automotive brands in the country. With over 100,000 customers, 95 dealerships nationwide, and a strong presence in Sub-Saharan Africa, the company has invested heavily in the region, strengthening local assembly, dealer expansion, and training programmes to enhance customer experience and ensure continued growth.
Over the years, Mahindra has introduced many iconic models, such as the Scorpio, XUV 700, and Scorpio-N, reinforcing its reputation for authentic, capable, and reliable SUVs. 2018 saw Mahindra establish a local assembly plant at Dube TradePort in Durban, reaffirming its long-term commitment to the country. In 2024, Mahindra celebrated the rollout of its 20,000 locally assembled vehicles and announced plans for a new, larger assembly facility.
Now, with the XUV 3XO, Mahindra is taking its next major step—expanding into the compact SUV segment with a vehicle that blends accessibility, advanced technology, and bold design. The XUV 3XO represents Mahindra’s next chapter in South Africa, which aims to bring cutting-edge SUVs to a broader audience.
Fusion Fest Celebrates Mahindra South Africa’s Two Decades
To celebrate Mahindra’s South Africa’s twenty-year journey, Mahindra hosted the Mahindra Fusion Fest, a first-of-its-kind cultural festival, bringing together over 7,000 attendees in a vibrant showcase of music, fashion, and art. The Mahindra Fusion Fest, held at SunBet Arena at Time Square Casino in Pretoria, was more than a festival—it reflected Mahindra’s journey in South Africa and its vision for the future.
Rooted in the ‘Discover the X’ philosophy, the event symbolised exploration, self-expression, and breaking boundaries—values that define Mahindra’s SUV range and its commitment to South Africa. At the festival’s heart were four electrifying fusion performances that pushed creative boundaries, blending genres and cultures into groundbreaking collaborations. These fusions brought renowned artists from vastly different musical backgrounds together and they included:
- Kamo Mphela (Amapiano) x Sipho “Hot Stix” Mabuse (Afro-Jazz) x Aymos (Amapiano)
- Sjava (Afro Pop) x Matthew Mole (Indie Pop) x Tarryn Lamb (Afrikaans Pop)
- Mi Casa (Dance House) x Young Stunna (Amapiano) x K.O. (Hip Hop)
- Cassper Nyovest (Hip Hop) x Zandile Mzazi (Opera) x Radio Kalahari Orkes (Afrikaans Country)
These collaborations offered audiences a unique soundscape that blended genres and styles like never before, followed by individual performances of chart-topping hits from the iconic artists.
My favourite fusion of the night was Kamo Mphela’s fusion, which opened up the show and featured an incredible and electrifying performance. Also, I have to applaud the dancers and background singers who managed to keep up with every fusion and every performance.
Deputy President Paul Mashatile, who graced the occasion as the guest of honour, spoke on how the event reinforced the significance of cultural unity, innovation, and Mahindra’s growing role in South Africa’s automotive landscape:
“This evening’s musical collaborations represent a bold fusion of fashion and cutting-edge art. South Africa’s music scene is a melting pot of genres and influences… Cultural fusion, therefore, can overcome division and increase understanding among individuals from various backgrounds. That is why we always say, diverse people unite!”
More Than Musical Fusion
While the music was an integral part of the fest, there were plenty of other stand-out moments.
For one, the festival unveiled the ‘Discover the X Line by Thula Sindi’, a fashion collection inspired by the XUV 3XO. The collection reflected the boldness, individuality, and youthful energy of South Africa. The event also showcased three exclusive Thula Sindi Edition XUV 3XO SUVs, seamlessly blending automotive design and contemporary fashion.
There was also a raffle giveaway was where a Fusion Fest attendant won the new Mahindra XUV 3XO!
Also, true to the Mahindra Rise philosophy, Fusion Fest was about making a difference. Every element of the festival was linked to charitable causes, ensuring that the event’s impact extended beyond the celebration itself.
“Through Fusion Fest, we are proud to have raised funds for 10 large charities, ensuring that our impact goes beyond a single night and continues to touch lives. As we enter our third decade, our commitment remains stronger than ever—to drive innovation, to embrace the vibrant spirit of South Africa, and to uplift the communities that have made Mahindra a part of their journey.” – Rajesh Gupta, CEO of Mahindra South Africa.
With that, the Mahindra Music Talent Search and Fashion Talent Initiative gave young South African artists and designers a platform to showcase their creativity. The Together We Rise initiative winners performed on stage, proving that local talent is at the heart of Mahindra’s vision for the future.
The festival also featured a one-of-a-kind art experience, including a monumental sculpture created by university students and live graffiti murals designed by young street artists. This further reinforced Mahindra’s commitment to supporting emerging talent and creative expression.
With Fusion Fest as the cultural expression of Mahindra’s evolution and the XUV3XO leading the brand’s expansion into new segments, Mahindra’s third decade in South Africa is set to be even more transformative.
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