Mahindra World of SUVs shows off cars many ways
Our original SUV maker throws in its lot with the tech-heavy trend of the season
Have you noticed the sheer amount of gadgetry that carmakers are throwing into their products these days? With so many cars coming out this year with connectivity has a USP, it’s clearly an idea who’s time has come. Heck, the time came and passed when Jio made data accessible to every human and several small animal species. I’ve been critical of the lethargic adoption of tech by automakers. They don’t keep up, and when they try, it’s amateurish and nowhere near the experience that we experience with our smartphones every day. But that’s what the customer sees after they’ve bought the car. Now, Mahindra is bringing tech to the buying process as well, and they aren’t alone. Maruti and Audi have taken steps toward this as well.
We recently visited Mahindra’s flagship showroom in Mumbai to experience their “World of SUVs” concept, by which the hope to engage and inform potential buyers in ways previously impossible. To begin with, it’s a totally digital experience from start to finish. No shuffling around to figure out what colour and variant of a car is available, or when. You pick and choose, and get your answers right there.
Our first experience was a “lounge” area designed as a comfortable presentation room for buyers and their families. Spacious couches, quiet environs and a giant TV make up the room. The idea is for the sales associate to take customers through the selection process. The presentation is controlled by a tablet device, and mobile VR headsets are provided for a more immersive experience — customers can put it on and see the inside of their desired car as if they were in it. The tablet-based presentation also allows one to slice-and-dice the various options and variants available of any Mahindra vehicle and I have to say, it was an efficient way to arrive at a decision.
While the Andheri showroom we visited was quite large, no space will be large enough to accommodate multiple variants of multiple cars. To help the buying process along, the World of SUVs concept makes use of a full-on VR headset to show you the inside and outside of any car it’s set up for. We had a go with a VR model of the Alturas, and were able to change interior and exterior colours, look around the inside of the car, operate doors and other things. It’s a neat gimmick, but it almost feels like VR tech isn’t there yet. We’ve seen better graphics and responsiveness on our mobile devices already. While it is useful to see your desired spec of car before you buy it, we think this tech has some way to go before it can truly be considered a value-add to the buying experience.
There’s no stopping the onward march of technology in the automotive space. Heck, it’s the only way the industry can survive going forward. However, we came away with mixed feelings about the use of tech in the showroom. Some elements work well, others seem to be a party trick. The use of digital processes does reduce paper waste, cut wasted time and enhance engagement, so on balance, it’s net positive. Mahindra plans to revamp more showrooms with technology. It’s already available across 300 showrooms. It’s certainly worth a look.
