The initiative, introduced late last year, is supported by updated internal processes and technology that were tested before being implemented nationally.

Central to the Reach Out promise is a commitment to respond to customer queries or concerns within 24 hours. Customers can contact the company from anywhere in South Africa via WhatsApp, simplifying the process of raising an issue or enquiry.

Internally, Mahindra uses digital systems to log and categorise customer queries, direct them to the relevant stakeholders and monitor progress from initial contact through to resolution. Each case is tracked with clear responsibility and time records to ensure accountability within the 24-hour window.

“Mahindra has built strong trust with South African customers over the past 21 years. We want to reaffirm this trust by significantly improving our customer service and parts support.

“Our Reach Out promise, together with our investment in our Vehicle Assembly Facility in Durban and our large new Parts Distribution Centre in Midrand, is testament to this commitment,” says Rajesh Gupta, CEO of Mahindra South Africa.

The WhatsApp customer service line is integrated with the Mahindra Mzansi customer app, allowing customers to submit complaints, make enquiries and book vehicle services through a single platform.

Alongside direct customer support, Mahindra has expanded its parts logistics capability with a new Parts Distribution Centre to support dealers nationwide. The facility covers nearly 8 800 square metres and holds around 38 000 different part lines, with close to one million individual items in stock at any given time.

Dealers across South Africa receive daily deliveries from the centre, which has recorded a 98 percent first fill rate since opening. Parts orders linked to customer complaints are prioritised to reduce vehicle downtime.

The Parts Distribution Centre also houses the relocated Mahindra Technical Training Centre. The facility supports hands on training for service and sales staff, as well as digital training and real time technical assistance for dealers.

Rajesh adds: “Our new Reach Out customer promise comes at a time when Mahindra has fully modernised its range of Authentic SUVs and Authentic Bakkies. Customers can rest assured that they will be well taken care of whether they already own a Mahindra, or wish to buy one now, or choose one of the new models planned for the next 18 months.”

• The Mahindra WhatsApp Customer Service line is linked to the group’s Head Office number at 012 661 3161. Customers can also contact Mahindra via the Mahindra Mzansi App, at mahindra.co.za, or through any of its social media channels.