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Auto majors to open super stores to showcase brands

Auto majors to set up with super stores to showcase brands

Apnaloan.com Research Bureau

31 Mar 2008

The culture of super stores is spreading to the automobile industry whether they are company-owned mega brand display outlets, multi-car brand showrooms or chain of luxurious used car stores.

Now when you walk into an automobile showroom you may find a recreation corner for your kids, a lounge for the family to relax, while you take your own sweet time choosing the car you that you want.

This year Maruti Suzuki will set up its first large super store that will house cars of every colour and variant - something that its existing dealers lack to cater to.

Mahindra & Mahindra's First Choice used car retail venture is also expanding its super stores to 21 in the next 2-3 years. What will differentiate the mega super stores from the dealer outlets will be the focus on lifestyle.

As reported by Business Line, Mr. Vinay Sanghi, CEO of First Choice said, "We have 200 used cars ranging from compact to the most premium at our super stores. We would also have a kids section for them to entertain themselves while the senior members in the family make their purchasing decision and even a corner for women to relax." 

For BMW, the strategy is to give prospective customers a feel of what luxury is all about and create everything around it at its brand display showrooms. The company said in January that next month it would set up its pavilion in New Delhi which would be its first brand display studio in India. This would be an exclusive outlet, along with a lounge bar, where it would showcase one or two of its brands and its merchandise to give customers a feel of the product.