Mahindra has just revealed a next-generation dealership format known as World of SUVs. The World of SUV is designed to give the customer an immersive pre-purchase and purchase experience and has a theme encompassing the Mahindra DNA of ‘Live Young, Live Free.’ Mahindra has already set up 300 World of SUVs dealerships across the country in a record time span of 6 months.
The World of SUVs integrates the virtual world with the real world with a Phydigital (Physical+Digital) system. The world of SUVs will have a hexagonal ceiling layout and a new interior design with Wi-Fi enabled customer lounges, a virtual reality display area with 86-inch screens along with trained relationship managers for a personalised experience. The showroom will also have a merchandise and accessories zone.
The World of SUVs will display more premium models like the Alturas G4 and XUV500. The sales will be enhanced through the use of tablet PCs connected to large displays through mirroring systems so that all people accompanying the customers can be provided with an immersive demo.
By the use of digitized systems, the sales will ensure clutter free and paperless interaction. Digital information panels alongside each vehicle will ensure transparency in the information provided and customers will be able to schedule test drives in vehicles equipped with a personal voice assistance.
The new showroom areas will be set up with a minimum investment from the dealerships and the dealer will only be required to buy the hardware. The dealer will have to spend approximately INR 50-70 lakh on the infrastructure and technology to upgrade to the World of SUVs format which is far less than setting up a new outlet.
The brand has an aim to provide at least one touchpoint in a 25 km radius of all major cities but the new format may not spread to tier 3 and tier 4 cities. While Mahindra plans to enhance the customer experience through the new World of SUVs format, it wants to make sure that it happens, without affecting the aftersales cost.