12/08/2021 by: sagar ghenand VIM PUNE 1

VOYAGER
12/08/2021 by: sagar ghenand VIM PUNE 2
 WHY FAILED ?..
PRICE : 5.25 LAKH
• More than the price of a decent
sedan
• Pricing virtually scared away the
Indian consumers
• Consumer was not willing to pay
that much money for a non-A/c
vehicle

12/08/2021 by: sagar ghenand VIM PUNE 3

 THE DESIGN
• Voyager was too boxy
• Indian consumers did not like that design
• Qualis thriving in the market despite poor
looks
• Voyager, it could not boast about the quality ,
value or brand name

12/08/2021 by: sagar ghenand VIM PUNE 4

 SERVICE FACTOR
• Mahindra and Mitsubishi were brands that are
new to consumer market
• There was suspicion about the level of service
and after-sales support for the product.

12/08/2021 by: sagar ghenand VIM PUNE 5

 BRAND CAMPAIGN
• Brand campaign was also not able to impress
the consumer
• Voyager campaign about the space and luxury
• Couldn't find any meaningful differentiator
that justified the premium pricing of the brand
• Consumers viewed functional product and not
as a luxury one

12/08/2021 by: sagar ghenand VIM PUNE 6

 CONSUMER REVIEW…
The unrealistic pricing and lack of
support from Mahindra killed the
product. It eventually became an
oversized Diesel Omni with poor
quality and high price!
 - Rohan Sharma.

12/08/2021 by: sagar ghenand VIM PUNE 7

 REFERENCE

• www.google.com
• www.twitter.com

12/08/2021 by: sagar ghenand VIM PUNE 8

 THANK YOU…

12/08/2021 by: sagar ghenand VIM PUNE 9