The Hindu : Business : AutomartIndia is now ‘FirstChoice’

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Friday, Aug 03, 2007
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AutomartIndia is now ‘FirstChoice’

Staff Correspondent

Opens first superstore in Goregaon, Mumbai; more stores in the offing

— PHOTO: PAUL NORONHA

CHANGING TAG: Anand Mahindra (right), Vice-Chairman, M&M, with Vinay Sanghi, CEO, FirstChoice, unveiling the new corporate identity of AutomartIndia in Mumbai on Thursday.

MUMBAI: AutomartIndia, the leading player in the used car market, has launched its first innovative multi-brand used car superstore in Mumbai and has been renamed ‘FirstChoice.’

FirstChoice is a three-way joint venture between the Mahindra Group, HDFC and Sah & Sanghi.

Speaking at the launch of the company’s first superstore, Anand Mahindra, Vice-Chairman and Managing Director, Mahindra & Mahindra, said, “FirstChoice epitomises the pioneering streak of the Mahindra Group.

Formed in the late 90’s when a slew of products were launched in the passenger car segment following economic liberalisation, FirstChoice gained the first mover advantage as the only organised used car mart in its segment. The organised part of the used car business is poised to grow big in the coming years and we are all geared up for it.”

FirstChoice had earlier pioneered the concept of warranty on used cars, which is now a benchmark for other players in the organised used car business. As part of its customer-centric efforts, the company provides certification indicating the exact condition of the car, helping customers buy good quality used cars.

The company has around 80 outlets spread across 54 locations throughout India and now plans to open six superstore similar to the Mumbai outlet throughout the country in the next 18 months.

The company will have more than 200 stores over a period of two-three years. Located at Goregaon, a Mumbai suburb, the first superstore is spread over an area of 40,000 sq. ft. and has the capacity to display 150 vehicles at a time.

It will house vehicles from the Maruti 800 to the higher-end premium luxury cars.

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