Mahindra Launches 'Commitment to Australia' Tour

BRISBANE, AUSTRALIA - July 13, 2009: With an upcoming launch of the next generation Mahindra Pik-Up in Australia on July 23, Indian auto giant Mahindra & Mahindra (M&M) has recently embarked on a ‘Commitment to Australia’ Tour of all Mahindra dealerships along the Eastern seaboard.

With Australian head office executives from Mahindra Automotive Australia, Mr. Dinesh Choudhari, Automotive Sector Deputy General Manager (Export) from M&M, commenced the tour visiting Queensland dealers throughout the/last week, and New South Wales this week.

The team will meet with current Mahindra drivers, prospective customers and dealers in an effort to gather feedback and understand both the challenges and positive aspects of a workhorse vehicle.

Mr. Choudhari stated, “We are very committed to the Australian market and are planning on launching additional models here in the not too distant future. In order for us to do so meaningfully, we need to have our ears to the ground to know what our Australian dealers face, and very importantly, what our current buyers and those considering our vehicles want to see more of, or conversely love about our offering.

“This feedback is then assessed with our Australian team and taken back to India where we can factor all of this into our design and planning. This is imperative in order for us to launch products that deliver beyond Australian drivers’ expectations.”

Claire Tynan, CEO, Mahindra Automotive Australia said, “This tour will also assist our dealers tremendously to work with M&M to improve their business and on-the-ground techniques when marketing locally. It’s a very exciting initiative that will provide a lot of insight for all involved. I believe both dealers and our customers will derive further confidence and a greater understanding of our plans ‘directly from the factory’ so to speak.”

The informal ‘focus groups’ will also involve other 4x4 utility drivers to workshop some of the barriers that may exist currently as the brand continues to establish itself in the traditionally tough Australian automotive market.

Mahindra Group is one of the top 10 industrial companies in India and top 50 in Asia, comprising of over 110 individual companies that operate across many sectors. M&M has successfully launched vehicles across every major continent and has built a reputation for its rugged and tough vehicles that thrive in harsh conditions. Undertaking such tours to keep their finger on the pulse locally has been a key to their success.

Mr. Choudhari is visited Northern Queensland Mahindra dealerships including Townsville, Proserpine and Mackay last week, followed by News South Wales dealers in Dubbo, Narromine, Muswellbrook and Merriwa this week. Dates are currently being set for Wyong, Taree and Victorian dealers over the next five weeks.