The launch event brought together corporate executives, diplomats, transport operators, first-time car buyers, and automotive enthusiasts to witness the arrival of a vehicle that Akagera Motors believes will redefine perceptions of the Mahindra brand in Rwanda.

For more than two decades, Mahindra has built its reputation in Rwanda through rugged pickup trucks and heavy-duty SUVs known for their durability and reliability. The introduction of the XUV 3XO signals the company's move into a new category aimed at urban motorists, young professionals, growing families, and technology-conscious drivers.

Speaking during the launch, Roopak Gorajia, Sales and Marketing Director of Akagera Motors, described the vehicle as a milestone for both Mahindra and the Rwandan automotive market.

"Most people know Mahindra as a pickup brand. We have been very strong with pickups and the big SUVs. Now Mahindra has introduced this compact SUV that is tech-savvy, rich in equipment, and updated to meet modern lifestyle needs. This is a game-changer for Mahindra as it enters a new segment they haven't played in before in Rwanda," he said.

A technology-driven compact SUV

The Mahindra XUV 3XO arrives with a long list of premium features rarely found in its price segment.

Among its standout technologies is a 360-degree camera system, providing drivers with a complete view around the vehicle through cameras positioned at the front, rear, and side mirrors.

The vehicle is also equipped with Level 2 Advanced Driver Assistance Systems (ADAS), featuring automatic emergency braking, lane keep assist, lane change assist, adaptive acceleration and deceleration, and stop-and-go functionality. According to Gorajia, the system can automatically intervene to help prevent collisions with pedestrians, cyclists, or vehicles ahead.

Additional safety features include six airbags, blind-spot monitoring, electronic stability control, front and rear parking sensors, disc brakes on all four wheels, and an electronic parking brake with auto-hold functionality.

One of the vehicle's most innovative features is its blind-view monitor. When the driver activates a turn signal, a live camera feed of the intended side appears directly on the digital instrument cluster, helping eliminate blind spots during lane changes and turns.

Premium comfort and connectivity

Designed to appeal to modern consumers, the XUV 3XO combines advanced technology with premium comfort.

The compact SUV features dual 10-inch digital displays for the infotainment system and instrument cluster, wireless Android Auto and Apple CarPlay connectivity, online navigation, dual-zone climate control, wireless phone charging, and 65W USB-C fast charging ports capable of powering laptops.

Inside, passengers are welcomed by full leatherette seats, soft-touch dashboard and door trim materials, and a Harman Kardon premium audio system with seven speakers, amplifier, and dedicated subwoofer.

A panoramic skyroof further enhances the cabin experience, creating an open and spacious feel uncommon in compact SUVs.

On the exterior, the vehicle features full LED lighting, including LED signature daytime running lights, bi-projection headlamps, LED fog lamps, and LED tail lamps, complemented by 17-inch diamond-cut alloy wheels.

Efficiency meets performance

Powering the XUV 3XO is Mahindra's 1.2-litre turbocharged mStallion petrol engine paired with a six-speed automatic transmission.

The engine produces 82 kW of power and 200 Nm of torque while delivering fuel efficiency of approximately 18 kilometres per litre.

Gorajia noted that the timing of the vehicle's introduction aligns with changing consumer priorities.

"Petrol prices have gone up, so fuel efficiency is critical. This 1.2-litre turbo petrol engine offers excellent mileage and allows customers to travel further using less fuel, making it ideal for the current economic environment," he explained.

Competitive pricing and financing options

Akagera Motors announced a tax-free price of Rwf 27 million for the Mahindra XUV 3XO, while the fully tax-paid retail price stands at Rwf 39 million.

To improve accessibility, the company has partnered with several financial institutions, including Bank of Kigali, Ecobank, Equity Bank, Access Bank, GT Bank, and I&M Bank, to facilitate vehicle financing.

Customers can begin the financing process directly at Akagera Motors by selecting a vehicle and obtaining a proforma invoice before approaching their preferred bank for loan processing. The company also maintains a partnership with Mayfair Insurance to provide customers with preferential insurance rates.

Building on Mahindra's Legacy

During the event, Senthil Ganesh Shanbagamoorthy, Managing Director of Akagera Business Group (ABG), emphasised that the XUV 3XO builds upon Mahindra's long-established reputation for durability while embracing the expectations of today's automotive buyers.

"For almost 30 years, Akagera Motors has been committed to bringing quality automobile solutions to the Rwandan market at accessible prices," he said.

"What has made us stand out is our relationship with customers. In an industry where many competitors have come and gone, Akagera has remained a reliable and trustworthy partner. We stand behind every vehicle, every customer, and every promise we make."

He described the XUV 3XO as a vehicle that combines modern design, advanced technology, safety, comfort, and value for money.

Mahindra's next chapter in Rwanda

According to Gorajia, Mahindra's reputation in Rwanda has been built on vehicles that remain operational for more than 15 years and frequently exceed 500,000 kilometres of service.

The XUV 3XO seeks to transfer that same reliability into a contemporary family SUV designed for urban lifestyles.

"It is for first-time buyers, young couples, new families, and anyone who wants more features with fewer problems," he said. "The technology and mechanics are proven."

The vehicle comes with a manufacturer's warranty of five years or 150,000 kilometres, whichever comes first.

As Mahindra expands beyond its traditional workhorse image, Akagera Motors believes the XUV 3XO is well-positioned to capture growing demand for feature-rich, fuel-efficient compact SUVs in Rwanda.

Beyond automobiles, Akagera Motors is part of the larger Akagera Business Group (ABG), one of Rwanda's most diversified privately-owned conglomerates. Established in Rwanda in 1997 and transformed into Akagera Business Group in 2008, the company has expanded far beyond vehicle sales into multiple sectors serving consumers, businesses, and institutions across the region.

Today, ABG operates across ten major sectors of the consumer market: Automotive, Electronics, FMCG Trading, Media, Health,  Construction, Industrial / Energy, HVAC, Security, and Hospitality. The group represents 150+ international brands and maintains operations throughout East Africa.

The launch of the Mahindra XUV 3XO comes as Akagera Business Group prepares to mark three decades in Rwanda.

"We are committed to Rwanda and Rwandans. We don't come to make a quick profit, we bring quality products and stand by our customers for the lifetime of the product and the company," Gorajia said.