Mahindra XUV700 launch postponed as Marazzo demand rises – Dealerships to be updated

Mahindra’s premium dealerships will be renamed to ‘World of SUVs. They will have a revamped infrastructure which will provide a premium experience.

Mahindra XUV700 is a new SUV which was to be launched on 9th October. But, as per latest information, that is not going to happen. Mahindra has decided to postpone launch of XUV700 for multiple reasons. One – their dealers wanted more time between two launches (Marazzo was launched on 3rd Sep), and second, there are two automotive events on 9th October in Africa.

So in order to avoid clashing with others, and to keep their dealers happy (who are seeing an increased demand for Marazzo), Mahindra has decided to postponse the XUV700 launch to second half of October, or later in November. But, that does not mean they are not getting ready for their flagship XUV700.

As the launch of Mahindra XUV700 comes closer, Mahindra is preparing its dealer channel to uplift the customer experience around its new products. As per a report, Mahindra’s select dealerships across the country will undergo a revamp and the outlets will be baptized as ‘World of SUVs’ which will house all the SUVs in Mahindra’s portfolio.

The revamp exercise is not similar to Maruti’s Nexa, which was launched as a separate dealer channel. The ‘World of SUVs’ will be regular Mahindra dealerships instead, which will provide a premium experience to customers and will bring out the ‘Live Young, Live Free’ theme more significantly. The ‘World of SUVs’ themed dealerships will promote characteristics like ruggedness and toughness which are associated to SUVs. The changes in the showrooms will include new flooring design and revamped background, all of which will result in bringing out the feel of a true off-roader/4×4 vehicle.

Current Rexton is being sold at Rs 9 lakhs discount. As it will be discontinued post XUV700 launch.

Additionally, new premium products like XUV700 will be sold via a separate in-showroom premium channel which will use latest technologies like VR and screen-mirroring. The separate part of the showroom will have a luxurious feel and will have specifically trained consultants to provide a consistent experience to customers.

By the launch of Mahindra XUV700, out of 395 dealerships which Mahindra currently has, around 115 dealerships will be ready with the ‘World of SUV’ theme. Mahindra also plans to expand its dealer network across Africa to 430 dealerships by the end of the current year.

Also, it is to be noted that recently Mahindra had confirmed post Marazzo launch, there will be two more launches – XUV700 and a compact SUV will be the last product launches from its stable till April 2020. The decision has been taken as BS VI emission norms come into effect from April 2020. A new product launch just before the deadline would need to ensure that the product is already BS VI emission norms compliant which could place it at a cost-disadvantage against the competition.

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