Mahindra & Mahindra Ltd. has decided to take a step into bringing a premium brand. The company has decided to attract a new segment of customers by redesigning the existing dealerships and pushing out a new Prime Zone in them. Premium models, including the Marazzo, S201, and XUV 700, will be put on display in the Prime Zone of the Mahindra dealerships.
This step has been an endeavour of the company to improve its image from a budget SUV manufacturer to a premium SUV manufacturer. However, unlike Maruti Suzuki’s separate Nexa dealerships, the Mahindra Prime Zone will only be a separate section within the existing showrooms.
Vijay Ram Nakra, Chief of Marketing & Sales of the Automotive Division of 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-capital expenditure, 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 Prime Zone will have a different decor and colour than the rest of the dealership. The chances of a virtual reality zone being an option in the Prime Zone are quite high. Customers will be able to select and preview their cars with all the colour options and accessories. There would also be a lounge in the Prime Zone which will have comfortable seating areas and a cafeteria for customers to enjoy.
The integration of the Prime Zone into the existing dealership will allow the company to bring all their new cars on the very first day to all the dealerships. In a single place, the customer will be able to see all the options that are available to him or her from Mahindra.