Eicher Polaris killed the Multix: Rs 600 crore bet, 3,500 vehicles sold

In March 2018, Eicher Polaris — the joint venture between Eicher Motors and US-based Polaris Industries — stopped production of the Multix with immediate effect, saying sales were 'significantly slower' than expectations. The four-wheeler, launched in June 2015 from a Jaipur plant, was pitched at rural independent businessmen whose mobility options were confined to two-wheelers: five seats, high ground clearance, and a mix of personal travel and commercial use, for a potential user base the JV put at 5.8 crore.

It never found that balance. The engine's noise levels put users off — the single biggest deterrent, per industry sources. For carrying cargo, buyers saw Tata and Mahindra pickups as far better options; for personal driving, the target user preferred an entry-level car like the Maruti Alto. 'The mistake was in attempting too much too soon,' one source said — a new brand entering a new segment, against the cautionary tale of the Tata Nano, which had also failed to crack this customer. Even global-grade robotics and tooling precision could not fix a product without a job of its own.

In barely three years only about 3,500 Multix vehicles sold against losses estimated at well over Rs 100 crore on nearly Rs 600 crore invested. A repositioning as an urban offering for laundry and food-delivery services — with new city showrooms — did not move the needle either, despite publicity stunts like awarding one to cricketer Jasprit Bumrah. The partners folded: Polaris turned to the Indian motorcycle business while Eicher confined itself to its Volvo truck joint venture and Royal Enfield.

About Rs 600 crore of combined investment; losses over Rs 100 crore; only ~3,500 vehicles sold against a claimed 5.8-crore target market.

The engine's noise levels were the biggest deterrent for a vehicle sold on personal comfort.

Positioning straddled personal and commercial use, so it lost to Tata Ace and Mahindra on cargo and to the Maruti Alto on personal motoring.

The JV bet on a 5.8-crore-user segment that turned out to want established, cheap single-purpose vehicles, not a hybrid.

A late urban pivot to delivery fleets came after the money was spent and could not restart demand.

A product that tries to be two things for a buyer who can only afford one fails at both: pick the single job your customer will trade up for, and nail it.

Production stopped with immediate effect in March 2018. Each partner refocused: Polaris on the Indian motorcycle business, Eicher on its Volvo trucks joint venture and Royal Enfield. Roughly 3,500 Multix vehicles were all the venture ever placed on the road.