M&M reworking its dealerships to regain lost SUV market share
Utility vehicle maker Mahindra and Mahindra (M&M) will launch at least three new models and recast its dealer partnerships as it looks to regain market share in the run-up to the festive season. The company will rebrand its dealerships as 'World of SUVs' and launch three models — U321, S210 and Rexton — between September and November this year, said people familiar with the matter.
Recently, M&M management met all key dealers to roll out the new strategy, said sources. The company has already asked dealerships to send maps to suggest changes. A central designer will be suggesting changes in each dealerships on how to revamp the same.
The company’s market share in financial year 2018 dropped to 25.38% compared to 29.20% of financial year 2017.
M&M is also emphasising on digitisation of showrooms by introducing virtual reality. The company will test its virtual showroom concept in a few metros soon.
M&M asked its dealers to be prepared before festive season and ensured them that the company won’t repeat the mistakes.
In financial year 2018, M&M sold a total of 2,48,859 vehicles. Utility vehicles contributed to it the most, 94%.
Last week, the company launched its first assembly plant in South Africa.
The company did not comment for this article.
First Published: May 28, 2018 11:32 AM IST
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