Mahindra First Choice bullish on expansion; to open 500 outlets by 2015

Mahindra First Choice Wheels is eyeing to expand its reach aggressively by opening around 500 outlets by 2015.
Mahindra First Choice bullish on expansion

Mahindra First Choice Wheels Ltd. (MFCWL), a multi-brand certified used car company, is eyeing to expand its reach aggressively by opening around 500 outlets by 2015 along with introducing seven new platforms, which consist of both e-commerce as well as m-commerce options of reaching out to its consumers.

Also, the brand reached a new milestone with the inauguration of its 400th outlet in Dwarka in Delhi NCR. This is the company's 34th dealership in Delhi NCR and the 137th in North India.

Expressing views on the new outlet, Rajeev Dubey, President (Group HR, Corporate Services & After-Market) & Member of the Group Executive Board, Mahindra & Mahindra Ltd, said: "Today is a very significant day for the entire MFCWL family as we achieve yet another milestone in our journey. Over the past seven years we have not only emerged as India's leading used car company but have also contributed to the creation of a used car ecosystem by bridging wholesale and retail channels while leveraging physical and online infrastructure. But perhaps our greatest achievement has been the credibility that we have brought to an industry that was largely unorganised."

"Rising consumer confidence is driving demand for used cars in the country. This state-of-the-art dealership at NCR will help us tap into this growth trend. NCR is the biggest market and a strategically important one for the company. Aside from the metros, we have also been getting an excellent response from B and C category towns which is enabling us to expand faster. We are planning to close the year with 500 outlets and 1.5 lakh vehicle sales, both online and offline," said Dr Nagendra Palle, CEO, Mahindra First Choice Wheels.

Besides, the company aims to move through all possible channels of reaching out its consumers , as the brand follows the concept of ‘ Brick & Click.’

At Mahindra First Choice Wheels Limited, we are witnessing a transformational change in the way we operate, use of technology is bringing transparency and speed to the transactions. With a vision to create a used car ecosystem, we are enhancing and leveraging our physical and online presence.

"A strong retail franchise network of 400 plus outlets across 225 cities, forms the backbone of our operations and we are best positioned to deliver a Brick and Click experience to customers. We are creating value for all our stakeholders across the value chain through innovative and industry-first products for all our customers. Our strong franchisee network will play critical role in delivering products to the customers," said Yatin Chadha, Senior Vice President, Mahindra First choice wheels.

From its humble beginnings in 2007, when its first franchisee outlet was established, MFCWL has achieved a dominant status in retailing of multi-brand used cars in the country. The company is driven by its mission to transform the way used cars are retailed and has made several innovations along the way.

The list of innovations include developing a unique franchisee based business model, selling certified multi-brand used cars under warranty and offering the most comprehensive warranty product available on used cars in the country, in addition to a differentiated consumer experience through launch of its 'Highline' stores for selling high-end multi-brand used cars.

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