Mahindra First Choice to sell pre-owned luxury cars

Company will open up to three 'First Choice Highline' showrooms in the next 12 months

Mahindra group is foraying into the business of selling pre-owned luxury cars like BMW, Audi and Mercedes Benz through its used car vertical First Choice.

Mahindra First Choice Wheels Ltd will open up to three 'First Choice Highline' showrooms in the next 12 months to retail pre-owned luxury cars. It has opened the first outlet in Gurgaon.

"We have been getting a lot of enquiries from customers about pre-owned luxury cars. There is a rising demand in this segment and we see an opportunity here," Mahindra First Choice Wheels Senior Vice-President Yatin Chadha told PTI.

The next outlets will be be Mumbai and Bangalore, he added.

In order to differentiate the pre-owned luxury vehicles showrooms from the ones that sell mass segment cars, he said the company is making the looks and environment at the Highline showrooms to be more opulent.

"The premium car customers are different and we are trying to cater to their needs in terms of the environment at the outlet and also where these showrooms are located," Chadha said.

While the price of the pre-owned luxury cars will depend on the number of years of usage and also on the model, he said First Choice Highline can offer a vehicle at up to half the price of a brand new car.

On the brands that will be available, he said: "We have different models from Audi, BMW and Mercedes."

When asked about the overall sales growth of Mahindra First Choice Wheels, Chadha said: "This year we are looking at 35% growth from last year. We are targetting to sell about 60,000 units of pre-owned cars across brands."