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Old 2nd January 2017, 12:21   #1
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Default Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

Mahindra 2 wheelers will reportedly be opening exclusive 'Mojo' dealerships to sell their flagship motorcycle - the Mahindra Mojo. These outlets will be dedicated to selling the Mojo, while other regular Mahindra 2 wheeler dealerships will be responsible for the automaker's budget range of bikes.

The Mojo has been an important product for Mahindra, ever since it was first conceptualised. The company had first showcased the bike at the 2010 Auto Expo, and spent the following 5 years in testing and prototyping stages to ensure that it ticks all the right boxes post its launch. The Mojo has received satisfactory response in the Indian market, and is expected to be the flagship product of the brand for the next two years.

The company is now planning to provide a more premium and exclusive experience to customers who are planning to buy the Mojo. This is the primary reason behind opening a dedicated chain of dealerships to serve Mojo customers. Moreover, Mahindra has openly expressed its aim to focus on premium and niche motorcycle segments in the Indian market. As a result, the company might discontinue the Centuro and Gusto range of two-wheelers in the future, and rebrand the existing dealerships to sell the Mojo.

Moreover, to further benefit from the Mojo brand name, Mahindra will be launching more variants of the bike. In addition to the Adventure Tourer and Scrambler versions showcased at the 2016 Auto Expo, Mahindra will also be launching an entry-level stripped down variant of the Mojo. This new variant will come with various scrapped down features, including a single silencer, carburettor setup instead of fuel injection, conventional telescopic forks instead of up-side down units and MRF tyres instead of Pirellis. This new entry-level variant will make the Mojo a bit more affordable.

Mahindra is also planning to organize an annual festival for its Mojo customers. The first such festival is expected to take place in 2017.

Source: Car and Bike

Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed-download.png
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Old 2nd January 2017, 14:21   #2
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

A Stripped down Mojo is good news.

1. The extra silencer was always unnecessary in the first place. Even the Top End Loaded version doesn't need it
2. Conventional forks instead if USD should not make much of a difference in the real world
3. "Carb" instead of "Fi" would bring costs down but wished the Fi unit was retained

Wish ABS unit is introduced in the Top End Version.

Regarding the Exclusive Showrooms:

It is absolutely needed. A lifestyle (entry level it might be) needs an exclusive sales environment and experience. The ante has been upped by Royal Enfield with its latest look and feel of its showrooms across India. But then every RE dealership must be selling Classics by the Truckload (literally), thereby its easy for the dealership to invest in a new CI (Corporate Identity) and sales experience. Mahindra needs a model that has customer pull, at least by a few thousands (not couple of hundreds) every month.

Last edited by FlyingSpur : 3rd January 2017 at 01:34. Reason: Edited formatting. Please take time to review before posting.
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Old 2nd January 2017, 16:55   #3
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

This should have been done by Mahindra at the launch of the bike. The bike already came late by 5 years in the market. Though its refined but its pricey and on road cost lands up-to somewhere near 2.5 lakh. With the launch of Dominar, the sales number will see a huge dip as Dominar is offering a lot more in less price.
A price tag of around 1.25 lakh for stripped down Mojo will make a difference but its not really a tough competition to Dominar.

Last edited by GTO : 3rd January 2017 at 11:03. Reason: Typo
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Old 2nd January 2017, 19:28   #4
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

Mahindra 2W is not a market leader like Maruti to open a new series of showrooms for 'premium' products which they don't have. If they're want to invest, they can upgrade the current showrooms and expand service network.

I would have opened the new showroom when I have more premium models and it's time for the current mojo to be replaced (or launch a higher capacity variant )
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Old 2nd January 2017, 19:49   #5
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

Question is if Mahindra's Mojo has enough monthly sales to justify this exclusive dealership. Why would anybody come forward and open one to sell 2 or 3 Mojos a month?

Big bikes that can rake in big enough profit margin I can understand. But exclusive dealerships for entry level sport bikes with not so big demand, that I don't get.
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Old 2nd January 2017, 20:17   #6
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Quote:
Originally Posted by payeng View Post
A Stripped down Mojo is good news.

1. The extra silencer was always unnecessary in the first place. Even the Top End Loaded version doesn't need it

2. Conventional forks instead if USD should not make much of a difference in the real world

3. "Carb" instead of "Fi" would bring costs down but wished the Fi unit was retained


Wish ABS unit is introduced in the Top End Version.
Absolutely agree with you. The extra silencer does look good and adds to the premium feel and again, it adds to the weight and results in performance negatively


Quote:
Originally Posted by amitahirrao View Post
Though its refined but its pricey and on road cost lands up-to somewhere near 2.5 lakh. With the launch of Dominar, the sales number will see a huge dip as Dominar is offering a lot more in less price.
A price tag of around 1.25 lakh for stripped down Mojo will make a difference but its not really a tough competition to Dominar.
The current onroad price in Bangalore is 2.05 L for the regular variant and 2.25L for the tourer edition

What's interesting is If the additional exhaust and forks reduces the weight of the bike, will that increase the performance figures ?
So the basic variant is faster than the top end variant

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Last edited by Rudra Sen : 3rd January 2017 at 10:08.
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Old 2nd January 2017, 20:20   #7
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

They cannot run the show with just a single product and its derivatives. Unless new products are launched this is not going to work.
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Old 2nd January 2017, 23:15   #8
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

I am in love with the persistence of Mahindra. No doubt they have good product but what it lacks is quality and after sales service. Exclusive sales outlet will help initially but what about the after sales and service which will be the main reason to drive sales (after all good after sales improves sales a lot).

Mahindra needs to focus there and improve the quality. Another thing that bike really begs is for an ABS.
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Old 3rd January 2017, 09:51   #9
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Post re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

A take from an owner, as far as After Sales Service in concerned in Bangalore

1) We have a Whatsapp group with all the owners and service advisors and management, for each zone.

2) Any issue that we face, we are able to directly connect to the regional service head by just calling him. Doesn't matter the time, if it is middle of the night or middle of the day. They respond to the issues as best as they can.

3) We have routine and regular meet ups and training programs in CCDs/Pizza places with company folks and management staff, where we discuss what steps could be taken to improve the bike, and what needs to be changed

4) The company is proactive in service with all the service centers stocked up on all essential items, and there is no issue of a Lack of response or complacency, that we see with some other manufacturers.

As an owner, i am happy to see the company taking solid steps in providing a much higher level of customer satisfaction. We have had guys in the tribe riding to the North eastern states from Bangalore, and the company actively assisting them in case of any emergency/requirement. So in short, this being my 6th bike, i can confidently state that the level of ASS in Bangalore at the least, is much better of than the competition.

Regards
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Old 3rd January 2017, 10:14   #10
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Quote:
Originally Posted by octy9833 View Post
1) We have a Whatsapp group with all the owners and service advisors and management, for each zone.

2) Any issue that we face, we are able to directly connect to the regional service head by just calling him. Doesn't matter the time, if it is middle of the night or middle of the day. They respond to the issues as best as they can.

Wonderful initiative and effort from Mahindra.

Being a niche market and comparatively smaller numbers makes it easier to give individual attention.

Kudos and Hats off to the efforts.
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Old 3rd January 2017, 11:11   #11
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

Quote:
Originally Posted by dZired View Post
Mahindra 2 wheelers will reportedly be opening exclusive 'Mojo' dealerships to sell their flagship motorcycle - the Mahindra Mojo.
Quote:
Originally Posted by Nithesh_M View Post
Question is if Mahindra's Mojo has enough monthly sales to justify this exclusive dealership. Why would anybody come forward and open one to sell 2 or 3 Mojos a month?
Agreed with Nithesh. This is a dumb move that appeared on some clueless dude's powerpoint presentation. Mahindra is still a marginal player in the 2-wheeler segment and their network already pales in comparison to the heavyweights.

In August & September, Mahindra sold merely 121 & 134 Mojos respectively (related thread). If the availability shrinks, so will the sales.

Quote:
Originally Posted by NaveenKBorra View Post
What's interesting is If the additional exhaust and forks reduces the weight of the bike, will that increase the performance figures ? So the basic variant is faster than the top end variant
Happens with cars too. Base variants with smaller wheels + taller tyre profiles actually ride better! And if the weight difference is noticeable (from the top variant), they could have a small performance advantage (although it'll be negligible in cars).

Quote:
Originally Posted by payeng View Post
Being a niche market and comparatively smaller numbers makes it easier to give individual attention.
Spot on. Easy to do when you have marginal sales, not so once you get volumes. However, this kind of customer engagement is something that premium motorcycle manufacturers should adopt as rule #1 of after-sales satisfaction.
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Old 3rd January 2017, 11:53   #12
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

Quote:
Originally Posted by dZired View Post
Mahindra 2 wheelers will reportedly be opening exclusive 'Mojo' dealerships to sell their flagship motorcycle - the Mahindra Mojo. These outlets will be dedicated to selling the Mojo, while other regular Mahindra 2 wheeler dealerships will be responsible for the automaker's budget range of bikes.
...........
Mahindra is also planning to organize an annual festival for its Mojo customers. The first such festival is expected to take place in 2017.
The news piece doesn't mention any timelines so maybe we shouldn't jump the gun until more details are known. Maybe it is just a plan that won't materialize. Or maybe Mahindra will invest in company owned showrooms in selected cities where the target customer base is. The said 200-300cr investment being made in Jawa, BSA & Mojo should allow them to open at least 5-6 experience zones / exclusive showrooms.

Mahindra probably is in advanced stages of introducing multiple variants of Mojo already. Mojo has consistently been rated as having the most refined engine and good ergonomics amongst the current crop of bikes branded as tourers. Having variants at different price points is a bankable strategy.

What Mojo lacks and definitely needs is better marketing to make it stick into prospective customers mind as an option at least. How many of us really even think of Mojo as an option? And even if we do, we probably drop the idea not knowing where the Mahindra showroom is.

RE showrooms have moved from dingy old godown kind of places to really swanky places. A few such showrooms / experience zones in prominent places to get footfalls along with the variants / accessory options will definitely translate to more sales for Mahindra. Trying to build the touring ecosystem will also help them to get more following.

I read it as a part of the investment that Mahindra is willing to make to achieve their long term goals. Maybe its a poor sales strategy but a good enough marketing one. Also do remember, they own 51% of Peugeot which has premium scooter offerings. (see here). Maybe the experience will also help them as and when they decide to bring these products now that Piaggio brands are already selling well.
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Old 3rd January 2017, 12:39   #13
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Originally Posted by Nilesh5417 View Post
What Mojo lacks and definitely needs is better marketing to make it stick into prospective customers mind as an option at least.

How many of us really even think of Mojo as an option?

The Mojo was never an option for me because of

1. Styling - It's just not palatable (overall styling) for me

2. Unnecessary highlights like the Twin Exhaust (for a single cylinder bike), the Golden Side "Ribs"

3. ABS - Or the Lack of it (although the above mentioned 2 factors already takes it out of my consideration set)


On the Positive side, I have come across reviews that barring the braking and slightly iffy handling, the bike has been reviewed to be decently put together - Which is actually a lofty achievement for a very young R & D setup.

(am not mentioning refinement since that seems to be just limited to debates and makes no difference to the popularity of a motorcycle)


If Mahindra Two Wheelers not had a cash rich parent, cumulative losses for straight 9-10 years is very difficult to sustain.

What Mahindra needs is a product that will appeal to the consumers. Marketing, no matter how good, will have limited impact if a product doesn't have the inherent pull.

Just get a Product which people want to buy, everything else just falls in place.

Last edited by payeng : 3rd January 2017 at 12:55.
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Old 3rd January 2017, 13:19   #14
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

What I think is, it won't be Mojo exclusive showroom. What infact, they might do is sell it alongside BSA bikes. That makes sense economically.

Coming to the bike, it's decent. Decent performance, decent refinement, decent comfort.

Doesn't do anything special but doesn't do anything wrong as well.

When I rode it, it felt like a big pulsar (from engine point of view) which is good because engine on the 200 NS is a good touring engine.
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Old 23rd March 2017, 15:11   #15
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Default re: Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed

Mahindra confirms Mojo-exclusive dealerships

Mahindra Two Wheelers has confirmed that it will be opening exclusive dealerships for selling the Mojo motorcycle in India. The company has also released an official sketch that offers a glimpse of how these new dealerships are expected to look like.

Mahindra has further revealed that the first dealership will be opened this month in Bangalore. The brand-specific dealership network will eventually be expanded to various other cities across the country.

The Mojo was launched in 2015 and is currently priced at Rs. 1.70 lakh (ex-showroom, Delhi). Mahindra wants to offer a more exclusive experience to buyers paying this premium price. In addition to the Mojo, Mahindra is currently also selling the Centuro commuter motorcycle and Gusto, Rodeo & Duro gearless scooters, which will continue to be sold through the regular dealerships.

Mahindra Mojo to be sold via exclusive dealerships. EDIT: Confirmed-unnamed.jpg

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