With this pricing, the Mahindra Bolero Neo will take on feature loaded compact SUVs and crossovers in the Indian market. As a result there has been debate about the value proposition. The Neo is rugged, has off road capability, and Mahindra has a reputation for being durable, supporters say, making the price tag appropriate. But critics say for the same money, buyers can get vehicles with more modern features, better safety ratings and more refined on road manners. It gets to the larger question of how to value different attributes in a car, the old toughness versus the new amenities. The second part of the thesis explores whether there is still a market for more basic, rugged vehicles in urban and semi urban areas, or whether the Neo would be ideal for particular rural markets. The question is also open on whether the company should reposition the Neo or add more features to make it more competitive in its price bracket.