Mahindra reveals future product and sales strategy

By autoX Editorial | on August 1, 2018

Apart from the Marazzo, Mahindra will introduce two more products in the current financial year – a new sub-4 metre SUV and the G4 Rexton. 

After a long wait, Mahindra finally christened their upcoming MPV codenamed U321 the Marazzo. The Nashik-based car maker has also announced that the car is scheduled to be launched in the next few months, possibly by September. At a press conference yesterday, Mahindra announced that this new MPV is based on an all-new platform. Dismissing the rumours that the Marazzo is being brought in as Xylo’s replacement, Mahindra confirmed that it will not replace any of their existing products. Although the company has not released any images or specifications of the car as yet, they did give us a teaser.
Mahindra says the name Marazzo has been inspired from a Spanish word that translates to ‘shark’. The Marazzo speaks Mahindra’s new shark inspired design language. Up front, it gets shark teeth inspired grille, while at the back the taillights remind you of a shark fin. Expect the Mahindra Marazzo to be well equipped. Mahindra will bring in the MPV in seven and eight seat configurations.

While Mahindra has been getting the Marazzo ready for launch in the near future, they’ve two more products lined up for launch in this financial year. One of these two products is expected to be a sub-4 metre SUV to compete against the likes of the Maruti Suzuki Vitara Brezza, Ford EcoSport and Tata Nexon. At the Auto Expo earlier this year in February, the company showcased the G4 Rexton, which is expected to be launched towards the beginning of 2019.

At the press conference yesterday, Dr. Pawan Goenka, Managing Director, Mahindra and Mahindra revealed that they will offer a premium buying experience for the Rexton. While the dealership will be one, the premium SUV will be sold in a designated area, which will be isolated from the rest of the showroom and other Mahindra products.

Automobile manufacturers seem to be warming up to the idea of an independent dealership for their premium products. Bajaj Auto also had a similar strategy before they split with Kawasaki. Their Probiking dealerships were the touchpoints for all KTM and Kawasaki offerings. Similarly, Maruti Suzuki has its standard range of dealerships functioning alongside the Nexa dealerships. This approach has really worked for the Manesar-based car maker so far, and Mahindra wants to apply a similar formula.

With three new products scheduled to be launched in what is left of the year and a new approach to sales, Mahindra has its eye on better sales and an improved customer experience and most importantly superior products.

Tags: Mahindra Marazzo Mahindra and Mahindra Mahindra U321

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