With its portfolio extending in the premium direction, Mahindra & Mahindra is all set to offer personalized buying experience to the prospective customers of its high-end models like Alturas G4 and XUV500. The automaker has unveiled ‘World of SUVs’ a premium showroom within showroom with standardized design theme that is meant to represent the Mahidnra DNA.
The World Of SUVs spaces are available in over 300 outlets across the country already and they would help Mahindra sell commercial vehicles and premium passenger vehicles under a single roof without having to worry about brand dilution.
The World of SUVs outlet has hexagonal roof ceiling and furniture, dark color theme, faux wooden appointments, wi-fi enabled lounges, 86-inch displays for product demonstration, virtual reality equipment, merchandise and accessories zone.
It goes without saying that Mahindra World of SUVs outlet will be manned by specially trained personnel who would be able to offer personalized user experience. Mahindra says that the new premium outlet model is designed in such a way to minimize investment by the dealerships.
While the dealer partners are required to buy the hardware and set up infrastructure which cost in the tune of INR 50 – 70 lakh, the automaker will provide the digital content and technology. A full fledged standalone premium outlet like Maruti’s Nexa would set the dealers back by much more than that.
Mahindra is planning to set up more World of SUVs centers across the country but the brand will not extend this premium model to Tier-III and Tier-IV towns. The company also assured that the premium area does not increase the aftersales cost of its vehicles in any way.
The concept of premium outlets, first introduced by Maruti in India, has been pickup up quickly as OEMs are expanding into premium segments. The spending potential of Indian car buyers has also been on the rise and customers now demand a certain standard of buying experience.
After Maruti and Mahindra, car makers like Hyundai and Tata are also reportedly planning to set up dedicated outlet spaces for their premium offerings. It looks like this trend is going to catch up quickly, meaning that the overall customer experience at car showrooms would improve significantly.
Veejay Ram Nakra, Chief of Sales and Customer Care, Automotive Division, Mahindra & Mahindra Ltd said, “The Mahindra World of SUVs is a differentiated customer experience, a synthesis of next level technology with a physical environment that showcases the brand promise of ‘Live Young Live Free’. Infact it is built on the foundation of providing convenience, transparency and personalisation.”
Seamless Customer Experience
– High-end Display Area – A display zone for high end SUVs such as Alturas G4, it comes with an immersive virtual reality experience for the customer, along with TV screens for mirroring.
– The mirroring of the tablets content on 86 inch screens enables the entire family to get the immersive experience
– Additional convenience with embedded screens and virtual reality with mirrored displays.
– This zone also has specially trained Relationship Managers for a personalized experience.
Sales Assistance aided through digital Interventions – This ensures clutter free space and paperless interaction through:
o Industry first virtual reality experiences
o Tablets – to capture customer information & provide an immersive demo to the customers
o Digital info panel alongside every vehicle to ensure utmost transparency,
o Sales genie application to capture enquiries
o Personal voice assistance in test drive vehicles
o Ease of scheduling test drives, anytime, anywhere
o Dress Yourself ‘Mahindra Style’ unit for merchandise and accessories zone