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Mahindra & Mahindra reviewing agencies for forthcoming car, Logan

12-December-2005
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Mahindra & Mahindra reviewing agencies for forthcoming car, Logan

There is more action coming from Mahindra & Mahindra (M&M). The automobile major is in talks with agencies for the creative duties of its forthcoming vehicle, Logan. As is known, M&M had announced a 51:49 joint venture with Renault earlier this year. At present, the JV is a single product alliance, where M&M will produce and sell Renault’s car Logan in India.

Even though company officials had expressed at the time of firming up the JV that the car would hit the market in the first half of 2007, M&M officials have already commenced action and a pitch call vindicates this further.

The pitch was at an advanced stage and presentations had already culminated, industry sources said. M&M officials weren’t available at the time of filing the story. Details on the agencies involved or the ad spends of the business couldn’t be ascertained, even though the grapevine has it that four agencies – Leo Burnett, Saatchi & Saatchi., Interface and Ambience – are competing for the business.

In the new venture, M&M will additionally handle finance and distribution. Renault will be responsible for purchase, engineering and quality. The Indian company will have four board members to Renault’s three, the former appointing the managing director, the latter the non-executive chairman.

The Logan, an entry-level C segment car with its production hub currently in Romania (where Renault owns local car-maker Dacia), is being primed for a global production figure of 600,000 units in the next two-three years. The car will be manufactured for a fee at M&M’s Nashik, Zaheerabad or Haridwar facilities and sold under the Mahindra-Renault brand.

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