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Old 15th December 2014, 09:58   #1
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Default Mahindra First Choice Wheels: Sales, Network and LCVs

Multi-brand used car company Mahindra First Choice Wheels Ltd. has inaugurated a new outlet in India. The new outlet, M/s Car Choice II, is spread across 10,000 sq. ft. and is located at Plot no. 3 & 4, Sector-7, Near Gokul Garden, Dwarka in Delhi NCR. This is the company's 34th dealership in Delhi NCR and its 137th in North India.

Mahindra First Choice Wheels now has 400 outlets in 225 cities across the country. The company has revealed that it plans to increase its network to 500 outlets by the end of FY15. This year, it hopes to sell 1.5 lakh vehicles through online and offline channels. The breakup of this figure is put at 70,000 vehicles through showrooms and 80,000 via online dealer auctions. Over the next three years, the company plans to have 1,000 outlets in the country.

Mahindra First Choice Wheels also has an auction platform called Autobid through which it has, till date, sold more than 1.5 lakh vehicles. The company has also launched a new product, the Indian Blue Book (IBB), which is a website for consumers and dealers to sell used cars determine the value of their used cars. Mahindra is increasing its used vehicle business by getting into the used tractor business as well. The company is also planning to start selling used LCVs in the near future.

Another product from Mahindra First Choice Wheels is Autoinspekt, a car evaluation programme, which can be used to determine the condition, quality and value of a used vehicle. It covers 53 parameters across 8 vehicle systems of the car and is prepared after physical inspection of the vehicle by a trained engineer.

Mahindra First Choice Wheels: Sales, Network and LCVs-mfcwl-400th-dealership-inauguration-dwarka.jpg
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Old 15th December 2014, 14:25   #2
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Default Re: Mahindra First Choice Wheels: Sales, Network and LCVs

Must say, I'm pleasantly surprised with some of the numbers shared. With 400 outlets & 70,000 retail cars, Mahindra First Choice is h-u-g-e.

However, fact remains that Maruti's True Value is the no.1 used car dealer in India. There are more True Value outlets than First choice, and this report indicates that Maruti's used car division moved over 200,000 cars in 2011 (used car market has only grown since). Don't forget, that's with True Value selling Maruti cars (First Choice sells all brands).

Both are great businesses. Shocking that Tata missed the boat (but well, it's a habit with them now). Trivia: Maruti & Mahindra sell more used cars in India than Tata does new
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Old 15th December 2014, 20:57   #3
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Default Re: Mahindra First Choice Wheels: Sales, Network and LCVs

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Originally Posted by GTO View Post
Must say, I'm pleasantly surprised with some of the numbers shared. With 400 outlets & 70,000 retail cars, Mahindra First Choice is h-u-g-e.
Not to forget the fact that there have been many instances on how not reliable these outlets end up as.

I myself was on a look out for a used Palio for one of my friends and realized that Mahindra First choice had taken over a particular outlet and that was indeed delighting as bigger brand controlling such used car outlets always gives an impression (even if its momentary) that things will be more transparent.

However, we couldn't find what we wanted and walked away only to see months later that the same outlet then became just another used show room with Mahindra dissociating itself from it for whatever reasons.

Maruti True Value on the other hand always gives the buyer a better experience overall. They appear as a costlier deal but the way things are handled instills a great amount of confidence among the buyer. Of course, most of the times, True Value ends up with just one brand, Maruti.

You ask them about the car's History - Service & Insurance Claims and they offer you that without hesitation and that becomes more of a deal breaker with other used car dealers. The Free services that you get is bonus too.

The way MSIL handles (and follows up) customer complaints & escalations is something that is to be seen to be believed. It is applicable for True Value dealerships as well. I have been watching few sitting in front of the Works Manager at a dealership and they always face the heat.

I only hope such used car shops will flourish with cleaner habits like these.
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Old 15th December 2014, 22:22   #4
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Default Re: Mahindra First Choice Wheels: Sales, Network and LCVs

Even though TrueValue may be leading in cars, MFC is smartly diversifying into other segments such as used LCVs. It should be the first organized player in this segment, no? Which means near monopoly. It's a virgin market, size unknown. Smart move.

About the outlets, MFC works on the franchisee model? And TrueValue on COCO?
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Old 15th December 2014, 22:25   #5
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Default Re: Mahindra First Choice Wheels: Sales, Network and LCVs

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Even though TrueValue may be leading in cars, MFC is smartly diversifying into other segments such as used LCVs. It should be the first organized player in this segment, no? Which means near monopoly. It's a virgin market, size unknown. Smart move.

About the outlets, MFC works on the franchisee model? And TrueValue on COCO?
I thought Sriram Auto Mall is already into Commercial Vehicles in used market division.

http://www.samil.in/about-us/company-overview

And yes, whenever I pass by their NH48 (Nelemangala) and NH4 (Gabbur) set-up, I see hundreds and Hundreds of these trucks parked & up for sale.

True Value is operated by the MSIL dealer under the umbrella of big brother Maruti.

Last edited by paragsachania : 15th December 2014 at 22:37. Reason: Edited URL for more clarity on Service offerings of Sriram
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Old 15th December 2014, 23:04   #6
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Default Re: Mahindra First Choice Wheels: Sales, Network and LCVs

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Originally Posted by GTO View Post
Don't forget, that's with True Value selling Maruti cars (First Choice sells all brands).
True Value does sell cars of other brands. I bought a Spark from the Lower Parel True Value outlet

I agree that they provide a really good experience and they seem to be quite transparent in their dealings.
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