Mahindra launches new marketing campaign

Mahindra and Mahindra, the largest utility vehicle maker in the Indian market is now working hard on boosting sales of its only sedan in the Indian market, the Mahindra Logan. It is to be mentioned here that the company has recently parted its ways with its French partner Renault along with acquiring full ownership of this car in the Indian market. Mahindra Is now selling this car under its brand name in the country. With discount of as much as 80,000, the Mahindra Logan has already become the cheapest car in its segment. The company is now aggressively marketing this model in the Indian market in a bid to improve its continuously lowering down sales. The company has launched a new ad campaign in the Indian market and is targeting young car buyers in the age group of 20 to 30 years, with the punch-line,  ‘Logan Loves India’.

According to Mr Vivek Nayer, senior vice president (marketing of automotive sector) at Mahindra & Mahindra, In an effort to strike an emotional chord with the Indian consumer, the company successfully exploited some insights which are very true and very relatable for every Indian and juxtaposed it with the two key benefits of space and mileage that the Logan offers and which its customers readily testify to.

The Mahindra Logan is performing very sluggishly since last one year. Where its competitors in this segment like Maruti Swift Dzire are enjoying a waiting period of up to 3 to 4 months, the sales counters of Mahindra Logan are almost empty across the country even after providing a huge discount of Rs 80,000. Mahindra is also preparing to launch a new trimmed down version of this car in India very soon which will have a length of less than a crucial mark of 4 meters so that it can qualify for the lesser excise duty segment.