Mahindra

Mahindra The New Age XUV500 Website



M&M Ltd., India's leading SUV manufacturer, launched an upgraded version of their best-selling SUV. The New Age XUV5OO featured a host of cutting-edge features, an enhanced driving experience and even more bold cheetah-inspired styling details.

Background and Objective

Mahindra has always been a trendsetter in the Indian automotive industry. When the XUV500 was launched in 2010, it became the fastest selling SUV, garnering over 25,000 bookings only through digital promotions. Such was the success of the campaign that their first print ad launching the vehicle, coincided with their announcement to close vehicle bookings. Needless to say, the campaign was a huge hit and a new benchmark was set in the automobile industry. We needed to set a higher benchmark for the new breed – the NEW AGE XUV5OO.

Strategy

Since the New Age XUV500 was pretty much the same from the design side of things we decided to concentrate on the many features that the New Age XUV500 packed i.e. in all 32 of them!

Concept

We wanted to keep the website extremely informative while being neat, classy, clutter-free, user-friendly and device compatible.
The focus was on the new features of the vehicle, and hence we categorized the features into buckets like – Style, Comfort, Technology, Performance, Safety, and Convenience.

Execution


A unique HTML 5 website was created, featuring the vehicle upfront. Users could easily get a different perspective of the vehicle just by moving their mouse sideways. We chose to showcase the new Sunset-Orange vehicle in the spotlight so that it blends in well with the adventure route of the campaign, and simultaneously make it look majestic – just like the cheetah!

This was a vertical scroll website, where all main features were put upfront on the homepage, thereby making the user interface easy and simple.

Results


The website saw 11,42,000 visits in the first week with over 35,000 test-drive enquiries.