Reference Auto

Mahindra and Mahindra’s fortunes haven’t turned for the better after it scrapped a pact with Renault for making the Logan, and after rechristening it as Verito, the auto giant is now targeting the Rs 7 lakh bracket buyers (corporate executives) as well as the burgeoning working class with the Verito Executive Edition, which the company hopes will boost the car’s sagging sales.

Whenever sales of a car isn’t at a satisfactory level, auto giants try to give it a push by rolling out special editions with exclusive add-ons but at a pretty steep price to enhance brand value of the car.

The Verito Executive Edition comes for a price of Rs 7.75 lakh (showroom).

True to its name (Executive Edition), the new variant comes with some snazzy interiors and exteriors.

The interiors comprise premium Italian leather seats, leather steering wheel cover and door insets that match.

There is top-end touchscreen navigation system in the car, which can act as the perfect guide for the driver.

The entertainment system is also high class and has Bluetooth with it. Other frills that come with the car are alloy wheels, Executive Edition badging and body decals, which give a boost to the car’s exterior looks.

There is still more to it… the edges, which get a stylish curve, and there are blue vision headlamps that come with the Verito Executive Edition only.

Speaking about the Verito Executive Edition, Pravin Shah, CEO of Mahindra’s automotive division, said, “The Verito Executive Edition will give a premium and aspiration quotient to the executive sedan. Together with the proposition of space and mileage, which the Verito is known for, this new car will come with tantalising premium interior and exterior features.

“The features of the Verito Executive Edition have been judiciously chosen to meet the rising customer demand and we wanted to make it a stylish sedan. This move by us will surely take the Verito to the next level in terms of style, premiumness, convenience along with comfort. The Verito Executive Edition thus further elevates status of the Verito owner.”

But will the Verito (or the erstwhile Logan) remain jinxed or will these features help in boosting the stagnant sales of Mahindra’s sedan, which stands at an average 1,500 cars a month. Compared to this, the figure for its competitor, Maruti Suzuki D’Zire, is 13,000, which is eight times more?

So, Executive Edition of the Verito may beef up sales in the very short term but in the medium to long term, Mahindra would have to rethink its strategy to boost the car’s image further and eliminate the Verito’s sagging sales.