[TusharK]

According to a media report, Mahindra is planning to set up special Prime zones at dealerships for its premium models. Instead of setting up separate Nexa-style premium dealerships, Mahindra has decided to redesign their existing showrooms.



The Prime zone will feature a different colour scheme and decor to differentiate it from the regular retail channel. It is also expected to get a lounge area and a virtual reality zone, where customers will be able to configure their cars.



It is believed that products like the upcoming Ssangyong Rexton-based SUV, Tivoli-based compact SUV and the Marazzo MPV will be displayed at the Prime zones.




Source: Autocar India

Link to Team-BHP News

[nvldvr]

More than the dealerships, companies like Tata and Mahindra need to set up such prime/ premium zones in service centres, where owners of their flagship / premium cars get the much deserved preferential treatment.

[roy_libran]

...Sorry, what premium models?

With Mahindra's definition of Quality Control and Engineering design, I guess it's the word 'Premium' that needs special definitions, than their showrooms!

[ksgehlot]

A full Renovation is being done at most of the Mahindra Dealerships. The Personal division will have an additional part which is know as the High End. XUV 500 and the upcoming Y400 will be part of High End. Rest of the other cars will be in the Personal Division including the Marazzo and the upcoming S201. Because of these new products coming in , entire Brand and Retail is reworked with a fresh new showroom experience.

[GTO]

Good luck to Mahindra, but these 'special zones' within regular dealerships have never ever worked. A standard showroom will function just as it is supposed to - a small part of it will never successfully become 'more premium' than the rest.

Hyundai (Genesis) and even Lexus, Acura, Infinity etc. have tried these experiments. The general consensus was, if you want premium, a dedicated outlet is the only way to achieve it.

Heck, Tata-Fiat tried hard to sell both their brand cars in the same showroom. That didn't work either. Old habits are very difficult to break.

Originally Posted by nvldvr

where owners of their flagship / premium cars get the much deserved preferential treatment.

Well said!

Originally Posted by roy_libran

With Mahindra's definition of Quality Control and Engineering design, I guess it's the word 'Premium' that needs special definitions, than their showrooms!

[neeravnaik]

This just sounds like a bad idea from customer service experience stand point. This is not going to greatly enhance customer experience for few while giving message to other customers that they are somehow not so special and need to make do with less special treatment in terms of less attention or poorer seating etc. You have to treat every customer that walks into your store with the same utmost respect and care.

[rajshenoy]

Originally Posted by nvldvr

More than the dealerships, companies like Tata and Mahindra need to set up such prime/ premium zones in service centres, where owners of their flagship / premium cars get the much deserved preferential treatment.

Totally agree. We may visit the sales for couple of times during the purchase, but are often stuck with the below par service centre experience for many more years. I would have preferred TATA and Mahindra to relook at the service experience itself.

[mpksuhas]

This not something which is completely new for Mahindra. They already have separate workshop bays and customer lounges for XUV & Rexton owners. This same idea was tried and still continued since launch of XUV.

I guess the look and feel aspect of service center is what is getting changed now from what I make out from the article link above.

[drmohitg]

So when you demarcate a zone like this, what do you tell the customer buying a car outside of your premium range. That he is not worth your time and attention and doesn't qualify to get into that area. I feel you will lose a lot more customers to that than gain. On the other hand if you allow everyone inside then it would anyway beat the purpose of creating a premium zone.

I think Maruti's approach is the correct one by simply making people visit a different dealership all together.

[volkman10]

Mahindra ‘World of SUVs’ dealerships go live on June 28, 2019.

As part of the World of SUV’s initiative, Mahindra’s existing outlets are being upgraded to incorporate a special “Prime” zone. The designated zone will most likely display the Alturas G4 flagship SUV, the Marazzo MPV, the XUV300 compact SUV, the XUV500 and the KUV100 NXT.

Apart from sporting a different colour scheme and decor, the Mahindra World of SUV’s zone is expected to include a lounge area, as well as a virtual reality zone where customers can view how their models would look in a certain colour, or when it's specified with certain accessories.

Link