Logan to walk the ramp solo this time

I’m sure, just by the headline you might have already guessed what is there inside this packet. It’s been a year already since the dissolution of  Mahindra Renault Private Limited. We all have read those big, 1 page news articles covered in almost every news daily, weekly, monthly and yearly magazines and newspapers about this break-up. Finally, both the parties realised that they were better off without each other and they should dissolve this partnership. With purchase of 49 percent stakes of Renault, Mahindra gained the total control of MRPL. Mahindra now is set to re-launch their only child from the 3 years of partnership with Renault, Mahindra Renault Logan, but this time with a different name.

It seems that this decade is a break-up decade for many Joint Ventures especially in the automobile sector. Like many other joint ventures, even this was on a stand still for quite a while before getting dissolved. This became even more evident when their only product Mahindra Renault Logan failed to attract the required attention. So, it didn’t come as a surprise to us, somewhere deep down inside we all knew this is going to happen maybe now or later. Now, since Mahindra has gained the total control over MRPL, it is planning to change the logo now. One of the dailies quoted Mr Pawan Goenka, President – Automotive Sector, Mahindra and Mahindra saying that “you will get to see this transition”. The company will also make sure that it will drop the ‘Renault’ tag from its 150 dealerships across India. Further they are planning to give a new brand image to this company as well.

Mahindra has devised a two leg strategy for the solo run as of now. Firstly, they will launch Logan as a utility major passenger car. But then this car will be available in two models, one being the upmarket version which is the current model and then a low priced version as well. Secondly, they will also set up their own independent sales- distribution chain and 70 outlets by the year 2013 across whole of India to get a better grip of the situation as soon as possible.