The world is going online and Mahindra knows it well. The Indian SUV maker has spent countless hours making sure that their online presence is boosted every passing second. Mahindra is only second to Ford when it comes to online presence and activities.
Yet another successful Mahindra business unit is the Mahindra First Choice Wheels Ltd. (MFCWL) – Mahindra’s pre-owned car business. MFCWL is the second most successful organized channel for pre-owned cars after Maruti Suzuki True Value. MFCWL has 214 outlets in 115 cities across India and plans to expand it to 500 outlets in the next three years.
However, there is hardly any successful pre-owned, organized, car sales outlet online. Mahindra is planning to bridge the gap by taking the inventory online. MFCWL is planning to launch a virtual marketplace for used cars by January 2013. The idea is to provide a hassle free car search experience for the prospective customers without leaving the comforts of the house.
Initially, Mahindra will sell its own pre-owned/certified cars through the website. It would be a D2D affair in which registered dealer with First Choice will update his/her inventory online. Later on, it will be extended to the end consumers.
Last year MFCWL sold 34,000 pre-owned cars and they are expected to touch 46,000 cars by the end of this fiscal showcasing a 35% growth. By 2015, MFCWL plans to sell over a 1,00,000 cars across India.
Clearly, the online presence will be very vital for reaching the consumers without incurring any massive costs.