Just before showcasing its new products at Auto Expo 2018, Indian auto giant, Mahindra has started a unique online platform called my Mahindra SyouV that integrates the end-to-end requirement of a customer who is looking to buy a new Mahindra car/SUV and provides a new hassle free digital experience in buying a new vehicle. This new initiative by Mahindra has been in the pipeline for a while now and now the company has integrated all its dealers across Indian and is ready to take the battle online at the same time making the entire deal transparent.
Also, this is not just restricted to pre-sales, even after sales and services has been addressed in this new digital platform. Buying, owning and maintaining a Mahindra car has now become easy. At the moment Mahindra KUV 100 has been activated in major cities and the company says that all its SUVs including Mahindra Scorpio and Mahindra XUV 500 will be roped in less than 3 months. Also this will be ready nation wide in by April 2018.
As the world goes online, Mahindra is one of the first to experience a complete new virtual reality and is as real as the technology gets. We had the chance to experience this new platform Mahindra SyouV and many of its features are one of its kind and industry first.
What does Mahindra SyouV offer:
Mahindra believes that buying a car or SUV in India is a family decision and in this day and age its difficult to match up with everyones time so this new platform will enable the potential Mahindra SUV buyer to go online or on mobile app and experience the product entirely. That’s not the USP the best USP of this is Mahindra has combined its entire dealer network stockist online so you will also be able to select the dealership where the stock of that particular car/variant/colour is available and also indicates an approximate waiting time for that particular variant.
Veejay Nakra, Chief of Sales & Marketing – Automotive Division, Mahindra and Mahindra believes that this is just more than a website it is a whole new platform with many industry first elements. He says, “In India, where vehicle purchase decision is mostly influenced by the family, Bring the Showroom Home will get the showroom closer to our customers and their families. After all we want to take customer experience to the next level through convenient, transparent and personalised services at every step.”
Mahindra says that its online sales contributed to about 10% of its total sales last quarter and going forward this number is just going to go up. Mahindra is targeting more urban youth buyer with this initiative but says it is surprised to see the responses it has got in the rural markets. Use of smart phones and tablets has gone up in rural India and so has automakers’ reach in these markets using digital marketing.
Increasing its investments in digital marketing, Mahindra now spends approximately 15% of its marketing budget towards its digital activities and has gained by doing so. It has managed to capture the attention of young Indians not just in urban areas but also otherwise.
This online platform has been in the testing phase for the last 3-4 months and now after receiving feedback from customers and dealerships the company is ready to go big on this.
Mahindra SyouV platform allows you to build and customise the vehicle as per your requirement by your entire family even if you are in different cities. This is another industry first feature from the Indian automaker. Mahindra is also undergoing procurement of VR headsets to take the the buying level to a whole new level. Express Drives had the chance to see through the buying experience of Mahindra KUV 100 through VR headsets and it was refreshing. The graphics and the options to customise the vehicle by a soft feature touch and experiencing in 3D will surely also allure the rural buyers.
Mahindra has been promoting digital use in car buying experience since the launch of Mahindra SUV in 2011 when its dealerships got tablets.
Veejay Nakra added that “Mahindra has always been at the forefront in disruption with customer as our prime focus. Hence we reimagined the whole customer purchase experience by embarking on a digital transformation journey and created an integrated digital platform for end to end solution from the pre purchase stage to the post purchase ownership phase.”
Mahindra has also taken its after sales and services to the next level and online and have integrated this to its workshops as well. One can now book its car service request online and have complete transparency about its costs and timelines, Mahindra calls it ‘With you Hamesha’ and also has the the option of online payment. Road side assistance emergency responses for vehicle break down have also now become simpler with use of technology and the app sending your location to the servicing team directly to ensure quick response.
In the next few months, Mahindra SYOUV will include on-road price, tracking your order online, deal maker and many differentiating features. SYOUV is one-stop destination for Mahindra in the pre-sales phase of the auto-purchase journey for all customers. Mahindra has been able to bring in transparency to the overall process of buying a car. This new Mahindra SyouV online digital platform is future ready and expect all the future products to be available online as Mahindra plans a blockbuster 2018.