After ending ties with Renault, utility vehicle major Mahindra & Mahindra is set to re-promote the Logan, a car designed for emerging markets, in a bid to revive the car’s dismal fortunes.
M&M will start a new campaign to reposition the car in June and is also looking at reducing the sedan’s length to under 4m (from 4.25) to reduce excise duties. The car is also expected to get a new name next year.
“In the short-term we are looking to build a new campaign that will bring out the functional benefits of Logan,” Rajesh Jejurikar, chief executive, automotive division, told the Hindustan Times. “We will change the name after December, when Renault goes out of the badging. The agreement also allows us to bring the length of car under four metres.”
Within a week of Mahindra buying out Renault’s stake in the joint venture, M&M cut the Logan’s price.
“By cutting the cost we are trying to bring momentum to the product. As it starts selling, resale value will rise,” Jejurikar said, defending the move.