Used Cars FeedCall it ‘repacking same wine in same bottle with just the label reworked’ strategy. The Mahindra Renault Logan will henceforth be called Mahindra Verito. M&M has directed its marketing energy to acquire the platform used for Mahindra Logan from the Renault. This strategy, believes the company will help bolster its strength of positioning passenger car segment.
If you see there is a name pattern that Mahindra vehicles have – all the vehicle names (including scooters and trucks) end with ‘o’ which include Bolero, Scorpio, Xylo, Maximo, Duro, Rodeo, Mojo and Stallio. A couple of the products do not end with the letter ‘o’ which include Logan and Thar from the M&M stable. M&M has taken care to fix it partially for now by rechristening Mahindra Logan to Mahindra Verito.
Mahindra also dropped the Renault badge and logo and the new Mahindra Verito will have an M&M logo instead. Will all this label reworking status make M&M as strong?
The company knows it simply isn’t enough and is therefore looking to acquire the Logan platform so that they can focus on building a range of products on the same platform. In fact the company has worked on some options which include an ‘under 4-meters’ car. Auto analysts opine that acquiring new platform could be turning point for M&M as part of its passenger car segment strategy over a long term.
M&M did not want to comment on the commercial agreements/arrangements it has made with the Renault about the Logan platform.
With that being said, M&M will start fresh innings. What’s the story of Renault? It has to retire hurt and start fresh with a new innings from Fluence which is set for 2011 launch (second half) and from Koleos its SUV set for last quarter launch in 2011.
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