Customer service has hit centre stage with Mahindra removing the call centre and giving owners direct access to its official head office number via a WhatsApp channel – a move that could well be a precedent others will have to follow.
CEO Rajesh Gupta emphasises: “Mahindra believes its future success is built not only on strong products but also on being a listening and responsive organisation – one that understands, acts fast and resolves customer concerns swiftly and transparently.”
By connecting via WhatsApp to 012 661 3161 customers are promised the concern raised will be addressed within 24 hours.
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Gupta added: “It may happen that after the initial acknowledgement, there may be instances where the actual resolution takes longer depending on the criticality of the incident, but the promise will always be to begin leading the solution as quickly as possible”.
“The message is clear. We believe in offering great value and great service. We are with you always – reach out to us.
“Through this platform, Mahindra aims to acknowledge and address every customer escalation within 24 hours, ensuring that each concern is tracked until complete resolution.”
Michael Pashut, owner of CHANGECARS says: “This is very thing we have been fighting for. CHANGECARS is wholly committed to the consumer and believes every automaker should make it as easy as possible for concerned vehicle owners to get in contact.
"The team at Mahindra is leading by example.
“Equally, the lines of communication should be simple and direct and those owners deserve swift, positive responses.”
In a further mov along these lines Marinus Venter, Country General Manager for Jameel Motors SA, which distributes Changan, says: “Customers want peace of mind as much as they want features. The ownership experience has become just as important as the initial purchase decision. This shift places a spotlight on after-sales, service, and support - areas that can either reinforce trust or erode it quickly.”
Nothing undermines confidence faster than long delays on critical parts. Customers today expect availability, transparency and speed. “When a customer knows parts are readily accessible, everything changes,” Venter says. “It signals the brand is committed, invested, and here for the long run.”
OEMs that maintain strong parts supply chains and invest in local warehousing are increasingly favoured. Modern customers expect more than routine servicing. They want clarity on pricing, consistent workmanship, and a sense of partnership with their dealership.
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“Service quality is a brand promise in action,” says Venter. “It’s where customers decide whether they feel supported or forgotten.
“As we expand the Changan and Jameel Motors SA service network, our goal is simple,” Venter explains. “Be available, be consistent, and be dependable for customers across the country.”
As South Africa’s expectations shift, brands that deliver not only strong vehicles but robust support ecosystems will define the next era of customer trust.
Colin Windell for Colin-on-Cars in association with
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