It looks like Mahindra does not want to leave a single stone unturned to ensure that its latest offering the KUV100, which is to be launched later today, makes some credible waves in the market.
Mahindra hopes to make its KUV100 a household name and accessible from anywhere and everyone. They have tied up with Flipkart, the online shopping major, CarNBike.com along with M2all which is Mahindra’s online portal to sell their KUV100.
Aimed at the youth and the first time car buyers, Mahindra is hoping to create some buzz online, for KUV 100, on the online retail platform which has now become an integral part of shopping, for the youth in India.
This is not the first time that Mahindra has employed this strategy with regards to their vehicles. Previously they had tied up with Snapdeal to create buzz when the new Scorpio was launched. The tie-up rustled up 3 million hits and sold about 100 units. To be sure, the tie-up with Snapdeal was a pre-launch exercise done even before the sketch of the new Scorpio was unveiled.
Veejay Ram Nakra, Sr VP, sales & customer care, Automotive Division at Mahindra & Mahindra told ET, “The entire ecommerce landscape has changed in a very big way in the past two years. The online traffic is not metro centric anymore, e-commerce data shows that it is an all India phenomenon, given the KUV 100 is a mass product.
The KUV100 is indigenously developed monocoque SUV, with the first ground up petrol engine offering from Mahindra.
Designed in-house and engineered at Mahindra’s research and development facility, the Mahindra Research Valley at Chennai with an investment of Rs 1000 crore, KUV100 will be powered by the world-class mFALCON, an all-new engine family with options of both petrol (mFALCON, G80) and diesel (mFALCON, D75).