The Mahindra World of SUVs is a dealership with dealership concept that will be retailing the Alturas G4 and XUV500 with better customer experience.
Mahindra has officially unveiled its new showroom-within-showroom dealership format. Mahindra World of SUVs is Mahindra’s new premium dealership that intends to offers customers a better buying experience. Mahindra has already set up over 300 World of SUVs showrooms across the country and will be selling their premium SUVs through these outlets. It includes the Alturas G4 and the XUV500 as of yet.
This new concept will see a premium corner within a Mahindra showroom itself that will be dedicated to the premium SUVs with a better buying experience. The ceilings have a hexagonal layout along with a new interior design that is meant to represent the Mahindra DNA. This dedicated area in a Mahindra dealership will come with Wi-Fi connected customer lounges, a display area with a virtual reality experience, 86-inch screens to display various features, trained relationship managers for a personalised experience and a merchandise and accessories zone.
This new showroom concept has required minimal investment from the dealerships as Mahindra themselves have provided the distal content and technology. The dealer only has to buy the hardware. Mahindra claims that each dealer has spent about Rs 50-70 lakh on the infrastructure and technology to upgrade to the World of SUVs format, which is far less than what is required to set up a completely new outlet.
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Mahindra has said that they will certainly expand from the current 300 units of this premium outlet but they have also said that this will not be spreading to the tier III and tier IV cities. However, they do aim to have a touchpoint in a 25km radius of all major cities.
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Mahindra has also confirmed that while it plans to enhance customer experience through the new dealership format, this will not affect aftersales costs. On another note, Mahindra has just launched the limited edition of the Thar – the Thar 700 – and they will also bring the diesel automatic variant of the XUV300 compact SUV to the market soon.
