Mahindra SA continues to add value and build the brand

Mahindra South Africa, which is celebrating its 10th anniversary in SA this year, is continuing its policy of finding ways of providing added value for its customers. The latest move is the extension of the service plan in its range-topping XUV500 from three 3 years or 60 000 km to four years or 80 000 km. This is applicable to all XUV500’s retailed from October 1, 2014.

Recently the XUV500 reached the global sales milestone of passing the 100 000 unit mark after 33 months on the market, while the entry level, two-wheel drive W4 derivative, launched here earlier this year, is proving a popular extension to the range.

In addition Mahindra South Africa has introduced Mahindra Maximile oil which is blended to Mahindra's specification by Valvoline and tested globally for its performance. With the use of this oil the drain period on the passenger range of vehicles has been extended to 20 000 km.

“We are also pleased that we have been able to contain price increases on our vehicles during the year,” added the CEO of Mahindra SA, Ashok Thakur. “Mahindra prices have­ gone up by 4.26% in the first nine months of the year and SsangYong prices have risen by 4.54%, both of which are well below the industry average of 7.82% with some brands having pushed up prices by 14-16%. Our price control strategy is another benefit for potential buyers of our growing range of vehicles.”

Meanwhile Mahindra SA’s current advertising campaign, using testimonials from South Africans who own Mahindra vehicles has already garnered an Orchid Award from Brendan Seery, the editor of the Saturday Star’s Media and Marketing feature.

Seery went on to say: “What people do believe in, though, when it comes to vehicles, is the experience of others. Word-of-mouth is powerful. And that’s the avenue Indian manufacturer Mahindra is taking to try to create resurgence for its brand in this country. For a challenger brand that is all important.”

Another positive sign in terms the increasing value of the Mahindra brand and the growing reputation of its vehicle range in terms of durability, reliability and value-for-money is that there is strong demand among dealers in SA for the Mahindra franchise. A further eight dealers have been granted the franchise so far this year, bringing the total to 57 outlets and thereby adding to customer peace of mind in view of the wide dealer footprint Mahindra now has in SA.