The Mahindra Bolero has been criticized for offering less in terms of safety feature than its modern counterparts in its price segment. The New Bolero has been updated a bit, but in the safety equipment stakes, it still lags behind many of its competitors. The debate about the right balance between keeping the Bolero affordable and rugged and adding more advanced safety tech has been sparked. Some point to the vehicle’s target market not necessarily considering these features important, while others say safety should never be up for debate with a new vehicle. It also explores what manufacturers' responsibilities are in markets where safety regulations are not as stringent, and how this could affect sales if more safety features were to be added, but at the price of a higher price tag. This debate is an outgrowth of broader questions and trade-offs surrounding automotive safety standards in developing markets and the relationship between cost, tradition and modern safety expectations.