Smart Positioning

The new entrant from M&M’s stable, Xylo seems to be a smart case of positioning by M&M. The ad for Xylo shows a huge container coming down crashing down on a dilapidated (?) sedan and then the Xylo rolling out from the container. Seems like M&M has depicted the positioning in the ad also! (With a VO of “Era of sedans is over”! like the ad!) Priced at around 6.5 lakhs (Base models E2 and E4) , not only they have ensured that it doesn’t cannibalize their Scorpio sales, but it would take heads on the fiestas, the SX-4, Dzire etc. and at 6.5 lakhs, with the features it provides, its truly value for money also. Although they could have done better with the looks, particularly the rear side which has a box like appearance. But in spite of this, Xylo looks to be a winner..lets wait and watch!