Apart from launching new products in the country, Mahindra & Mahindra is now focusing on changing its brand image as well. The Indian automaker is planning to go premium that just a regular manufacturer in the Indian market. To achieve the same, Mahindra is likely to follow the Nexa path by Maruti Suzuki. However, the company is not going under any joint venture with Maruti or Nexa for that matter but the home-grown carmaker aims to attract a new segment of customers by redesigning its existing outlets with a special Prime Zone.
Talking about the special prime zone to an online media publication Vejay Ram Nakra, Chief of Marketing & Sales (Automotive Division), Mahindra & Mahindra, said, “I think every brand will have its own approach (to selling premium products). The idea is to always give a differentiated experience to customers who are buying a more expensive product. Hence, our approach has been that instead of going out and setting up a very heavy-asset, high-capex and high-revenue-expense model for dealers, we want to keep it light. And, hence, we thought we’ll carve out space in the existing showrooms”.
The newly-designed Mahindra Prime Zone will display the premium models including the upcoming Marazzo 7-seater MPV, S201 compact SUV and Rexton 7-seater SUV (XUV 700). Apart from showcasing the premium vehicles by Mahindra, the new Mahindra Prime Zone will also help the carmaker cast off its image of being a budget SUV manufacturer. Though, the concept is similar to the Maruti Nexa but rather than selling only the premium models at the dealerships, it will be basically a special section/area made within the existing setups at the Mahindra dealerships across the country.
Also, the new special prime zone at Mahindra outlets will have a different décor and color scheme as well as it is likely to have a virtual reality zone where customers will be able to select and see the cars in their preferred colors and accessories. To make customers feel comfortable, there could also be a lounge area where the visiting customers can sit and have some food and drinks.
The motive behind setting up this premium zone at the dealerships is to also ensure that all new Mahindra cars will be available across the nation from the date of launch in the country as well as Mahindra customers can also see the company’s entire product line-up including budget and premium products at a single dealership in order to make things more hassle free for the customers. Currently, Mahindra is planning to launch the Marazzo MPV offered in seven- and eight-seat configurations in the country followed by the S201 compact SUV around the festive season and the rebadged G4 Rexton towards the end of 2018. Recently, the manufacturer officially named the upcoming U321 MPV as Marazzo and it will be the comeback MPV for the automaker in the segment in India. Going with the name, Mahindra says that the design of the MPV is also inspired by the Shark and it will also be the largest footprint of any car till date.
Stay tuned to V3cars.com for further updates on the upcoming vehicles by Mahindra.