Mahindra FirstChoice

Mahindra FirstChoice is a part of 6.7 billion dollar Mahindra Group under a sector of “After Market Sector”, one of the leading automobile players in India. The other promoters include HDFC, the most respected financial institution in country and Sah & Sanghi, known for their retail operations in Mumbai.

Mahindra FirstChoice is in the process of setting up a nationwide chain of Multi Brand used car outlets which includes SUPERSTORES & Franchisee Stores. It has already appointed around 70 franchisee in 50 leading cities of the country and plans to have more than 200 stores over a period of 2-3 years.

NATURE OF USED CAR MARKET IN INDIA:

The Indian used car market was disorganized, and was characterized by lack of transparency and choice. Small-time brokers dominated it. A customer looking for a used car:

1. Was not given a choice of cars

2. Could not be sure of the technical condition of car being shown to him

3. Could not check the background or legality of the previous owner

4. Did not have the benefit of dealing with an organized, national-level player.

Since the players were out to make a fast buck, dealings were not transparent and there was no concept of providing after-sales service for the used cars being sold.

Mahindra FirstChoice was founded with three objectives:

1)     To professionally organize the used car industry in India.

2)     To bring about transparency, trust & peace of mind in the Indian used car industry

3)     To offer a wide choice of used cars to the Consumer

Mahindra FirstChoice's used Cars are retailed in all the leading cities like Mumbai, Pune, Bangalore, Delhi, Chennai, Ahmedabad, Gurgaon, Kaithal, Rewari, Noida, Lucknow, Gorakhpur, Dehradun, Udaipur, Jodhpur, Jaipur, Surat, Bharuch, Vapi, Baroda, Aurangabad, Kolhapur, Sangli, Nasik, Nagpur, Chandrapur, Bhopal, Chhindwara, Raipur, Bilaspur, Bhillai,  Kolkatta, Howrah, Bhuvneshwar, Hyderabad, Vijayawada, Cochin, Calicut, Trivandrum, Hubli.

Mahindra FirstChoice recognizes that car purchase is a critical decision for most Indian families. Owing to this, each of Mahindra FirstChoice ’s outlets has been designed to offer a happy shopping experience.

Mahindra FirstChoice’S Propositions:

·       WARRANTY

Maintenance of a car and the cost incurred on it is a cause for concern for every car buyer, especially a person buying a used car. In order to give comfort and peace of mind to used car buyers, Mahindra FirstChoice has pioneered the concept of Warranty on used cars. The Warranty, from Mahindra FirstChoice covers the car’s Engine and Transmission, which form the heart of the car.   

• MEGA CARNIVALS

In line with it’s objective of providing a wide choice of cars to consumers, Mahindra FirstChoice pioneered the concept of a Mega Carnival. In a mega carnival, a large number of cars, of all makes, and suiting different budgets, are displayed under one roof, thus providing a wide choice to consumers.

·        OTHER SERVICES

      Other services available at a Mahindra FirstChoice showroom include:

• Outright purchase of used cars
• A wide choice of used cars

• Helping sell used cars through the “Park & Sell” option

• Providing Finance on Used cars & New cars

• Assistance with registration & paperwork for cars

• Insurance of cars

• Supply & Fitment of a wide range of car Accessories