About Mahindra First Choice Wheels

Mahindra First Choice Wheels Ltd. (MFCWL) is the countrys preferred used car mart and is
Indias number one multi-brand certified used car player. The company plans to expand this
number to 500 outlets over the next two years. This implies that customers will soon be able to
choose from a range of certified used cars throughout India, including the metros and tier-2
towns and cities. MFCWL closed F-14 with sales of 57,000 used cars, which is 30% growth over
the last financial year.
Tremendous attention to detail is required to ensure that each used car meets a high level of
quality. Before purchasing the car, a trained engineer thoroughly inspects the vehicle and also
sees to it that all papers are in order. After purchase, the car is refurbished and undergoes an
extensive 118 point quality check by a trained engineer, as part of the companys robust
certification process. The objective behind the care and diligence exercised is to present the
customer with a car in good condition.
In short, buying a used car from Mahindra First Choice offers several advantages, including
quality assurance, safety and a hassle-free driving experience. To give complete peace of mind
to the used car buyer, the company has Warranty products like WARRANTYFIRST,
CERTIFIRST and CERTIFIRST+.
Subject to specific terms and conditions, WARRANTYFIRST provides Warranty for all the major
mechanical and electrical components of the car. The concerned components are covered for a
period of 12 months or 15,000 km, whichever is earlier. The CERTIFIRST Warranty covers the
cars Engine and Transmission for a period of 6 months or 7,500 Km, whichever is earlier while
CERTIFIRST+ covers for a period of 12 months or 15000 kms, whichever is earlier.
The Warranty products come with the facility of 24X7 Roadside Assistance across the country.
The 24x7 Roadside Assistance, subject to specific terms and conditions, assures the certified
used car buyer that should the car breakdown, he will be provided assistance.

The Warranty product gives tremendous peace of mind to buyers of certified used cars.
Mahindra First Choice has a website - www.mahindrafirstchoice.com - which provides complete
assistance to customers wishing to buy or sell a car. Mahindra First Choice also has retail
finance relationships with major banks like Mahindra Finance, HDFC, Kotak Mahindra and ICICI
Bank for helping consumers buy their dream cars through loans.
Mahindra First Choice Wheels Ltd. also has a significant presence in the online space. Through
its Autobid auction platform it has sold more than 1.5 lakh vehicles till date.
The company has also launched a new product, the Indian Blue Book (IBB)
(www.indianbluebook.com), which is the most comprehensive unbiased resource for consumers
and dealers to determine the value of their used cars.
A new product for car evaluation called Autoinspekt (www.autoinspekt.com) has been
launched. Autoinspekt is an unbiased third party vehicle evaluation report to determine the
condition, quality and value of a used vehicle. The report itself covers 53 parameters across 8
vehicle systems of the car and is prepared after physical inspection of the vehicle by a trained
engineer.
For more details visit us at www.mahindrafirstchoicewheels.in
About Mahindra First Choice Services
Mahindra First Choice Services (MFCS), a wholly owned subsidiary of Mahindra & Mahindra
Ltd., is a chain of multi brand car workshops across major cities in India like Bengaluru,
Chennai, Coimbatore, Faridabad, Ghaziabad, Greater Noida, Hyderabad, Kochi, Ludhiana,
Mumbai, Nagpur, Nashik, Nellore, Noida, Pune, Surat, Vapi covering an area of over 6,00,000
sq. ft.
Established in 2008, the company aims to offer a world class car servicing experience in India at
value for money prices. With a combination of Company Owned and Franchisee operations,
MFCS plans to become one of the top three car service providers in the country by 2018
For more details visit us at www.mahindrafirstchoiceservices.com.
Objectives:

1. How the market will evolve over the next 5 years, keeping the e-commerce and

technology enablement trends in mind

2. Predict how they will evolve, and thereby re-imagine Mahindras strategy to build a
Sales-Services-Spares used-car ecosystem bridging the wholesale and retail parts of
the business, leveraging physical and online infrastructures.
3. Provide an overall 5-year strategic view for the sector, through the lens of market
opportunity, products & services on the back of a technology and data backbone
4. Define the size and segments of opportunity of the After-market sector as a whole, and
the relevant, addressable market for the next 5 years, for multi brand used car sales and
service businesses
5. Through primary and secondary research, identify key industry needs that will be the
critical success factors for the Aftermarket Sector to scale

6. Examine how internet penetration and technology enablement are fundamentally

changing the way consumers will potentially interact with the Aftermarket sector
7. Identify opportunities for Mahindra to leverage this evolving landscape, and use data
both within and outside the enterprise to build a sustainable advantage.
8. Define how the Group should change its mindset when it comes to tapping the online
opportunity, as a hybrid model.
9. Assess the current product & services portfolio for the Aftermarket Sector and make 3-5
specific strategic recommendations to the Sector that should be prioritized in the short
term to build a long term competitive advantage.
10. Define the hybrid plan - between the brick&mortar and the online markets and their
evolutions, and recommend how Mahindra should go-to-market in the context of
metropolitan vs. rural, organized vs. unorganized, and so on, in a continuously evolving
market
11. Mahindra Aftermarket has 2 companies - MFCWL and MFCS, and has been aspiring to
build synergy between selling a used car and then servicing it. For example, a new car
customer usually services his or her car from the same place in which it is bought. Can
the same consumer behaviour be replicated by Mahindra Aftermarket in the Used Car
space, thereby generating a synergistic 3S model