Covid Yorker: Mahindra promises a car faster than Pizza

Source :Sify
Author :Sify
Last Updated: Fri, May 8th, 2020, 12:59:37hrs

New Delhi: Remember the old Pizza advertising tag-line - Under 30 minutes or Pizza free? Indian auto major Mahindra and Mahindra seems to have taken a cue from that adage.  

As part of its digital campaign, M&M says, "Easy & convenient 4-step journey allows customer to own a Mahindra vehicle in less time than it takes to get a pizza delivered!"

With this digital strategy, a customer will be allowed to finance, insure, exchange, buy accessories, and own the vehicle from the comfort of their homes. "With our pre and post purchase online solutions already in place, re-imagining the car purchase experience was a logical next step for us," M&M CEO Automotive Division Veejay Nakra said in a statement.

Also Read: In-Depth Coronavirus Coverage

"We are ready to lead this change in automotive retail by providing many industry-first experiences to our customers," Nakra noted. M&Ms pan-India network of over 270 dealers and 900 plus touchpoints is integrated with the Own-Online platform through back-end technology and process cohesion, the release added.

Hell broke lose for India's auto sector after major auto companies reported single-digit sales for the month of May. Maruti Suzuki, Hyundai India Motors, Toyota Kirloskar, MG Motors India, and even Mahindra and Mahindra reported zilch in their April domestic sales. In April 2019, Indian auto industry sold 250,000 vehicles.  

In April 20, Mahindra could manage exporting 733 units thanks to resumption in port operations. The company sold nothing in domestic markets in April. For March'20, the company sold 7,401 units. A year ago, in March'19, it sold 62,952 units.  

With such a massive decline, auto makers are looking at several creative ways to get stocks selling. The impact of the coronavirus is here to stay even after the lockdown gets lifted, says experts. However, a Crisil report is optimistic, it said, "The PV (passenger vehicle) market has huge potential because of lower penetration of vehicles, which stands at 23 PVs per 1,000 people. In comparison, China has 155 PVs per 1,000 people and Brazil 119. Hence, we expect PVs to continue to boost passenger traffic and toll collections in future."

While several companies waiting to commence production amid a build-up of inventory, curious customers may have a question for M&M's marketing team - similar to Pizza, will Mahindra be giving it for free if delivery goes beyond 30 mins?