Having severed its ties with French carmaker Renault, domestic utility vehicle major Mahindra & Mahindra is set to jazz up the Logan in a bid to revive the car’s dismal fortunes.
The company will kick-start a new campaign to reposition the car in June. It is also looking at reducing the length of the car to under 4 metres, so as to avail lower excise duties. The car is also likely to get a new name next year.
“In the short-term we are looking to build new campaign that will bring out the functional benefits of Logan,” said Rajesh Jejurikar, chief executive, automotive division. “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 4 metres.”
Within a week of Mahindra buying out Renault’s stake in the joint venture, Logan’s price was cut. “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.