"The TUV300 is a compact sub-four metre SUV. This will be a true blue SUV and not a crossover that is mainly the case in the market now," M&M Executive Director Pawan Goenka said.
    
While he did not comment on the details of the product, he said: "This new vehicle will address the needs of those customers who are looking for a pure SUV in the compact segment. We will share the details of the product around the time of launch in mid-September."
    
The TUV300 is expected to compete with the likes of Toyota Etios Cross, Hyundai 120 Active and Fiat Avventura which are priced at a range of Rs 6.23 lakh and Rs 8.89 lakh (ex-showroom Delhi).
    
M&M had introduced a compact SUV Quanto in 2012 but it did not meet with the success that other models from the company such as the XUV500 and Scorpio had.
    
The design of the Mahindra TUV300 has been inspired by a battle tank with raised shoulders, high front nose, flat roof, high ground clearance and straight bonnet, the company said.
    
On the significance of the model, Goenka said: "Today, Mahindra has the strongest equity in the SUV segment in India. In our ongoing automotive journey, we identified a need for a tough, bold and masculine SUV and our customer clinics have confirmed that the TUV300 delivers on these parameters.
    
The TUV300 is an all new SUV platform. It has been designed and developed in-house by the Mahindra design team. The research and development of Mahindra TUV300 has been carried out at the Mahindra Research Valley in Chennai, the company added.
    
M&M President & Chief Executive, (Automotive) Pravin Shah said the vehicle will be manufactured at the company's manufacturing facility Chakan in Maharashtra.