Landmark Cars signs deal with OLX India for phygital used car platform
- Landmark Cars partners with OLX India to launch a phygital used car platform
- Integration combines Landmark's 140+ touchpoints with OLX's 23 million annual users
- Partnership addresses trust deficit by merging digital discovery with physical inspection
- Rollout begins in select cities before expanding pan-India based on performance metrics
*this image is generated using AI for illustrative purposes only.
Landmark Cars Limited has announced a strategic partnership with OLX India, a subsidiary of CarTrade Tech Limited, to create an integrated "phygital" pre-owned car buying and selling experience. The alliance aims to address trust deficits in the used car market by combining OLX’s digital platform with Landmark’s physical retail network.
Partnership structure and scope
Under the agreement, Landmark will integrate its network of over 140 vehicle retail and service touchpoints across 12 states with OLX India’s online automotive platform. OLX India currently serves more than 23 million consumers annually who are buying or selling used cars. The collaboration is designed to offer a seamless customer journey spanning online discovery, in-person inspection, test drives, financing, registration transfer, and post-sale servicing.
The rollout will begin in select key cities and expand pan-India upon meeting performance metrics. OLX India will lead the end-to-end online customer experience, utilizing its proprietary VAYA AI for pricing intelligence, buyer-seller matchmaking, car condition intelligence, and market insights. Landmark outlets will function as physical "Experience Centres" for vehicle inspection and handover. Vehicles will be acquired and sold on a revenue-sharing basis under a co-branded proposition, supported by quality certification and after-sales services.
Strategic rationale
The partnership leverages complementary strengths: OLX India’s digital reach and data capabilities alongside Landmark’s established dealership network and customer trust. Aryaman Thakker, Executive Director of Landmark Cars, noted that the association addresses consumer demand for digital convenience backed by physical assurance. He emphasized that Landmark aims to become a prominent player in the pre-owned car industry by building a differentiated, scalable, and sustainable offering while maintaining financial discipline.
Varun Sanghi, Chairman of OLX India, emphasized the goal of making used vehicle transactions simpler, more transparent, and efficient through a technology-led ecosystem. He stated that the partnership is designed to provide greater transparency, convenience, and confidence at every stage of the transaction, from discovery to after-sales support.
What the numbers show
The scale of the combined entities highlights a significant consolidation of digital and physical assets in the used car sector. OLX India’s annual user base of 23 million contrasts with Landmark’s historical customer base of over 500,000 since inception. This disparity suggests that while Landmark offers high-trust, low-volume physical assurance, OLX provides the necessary volume and discovery layer. The integration aims to convert OLX’s broad digital traffic into higher-value transactions through Landmark’s certified inspection and financing infrastructure, potentially increasing conversion rates for premium pre-owned vehicles.
Company backgrounds
Landmark Cars Limited operates as a leading premium automotive retail business in India, holding dealerships for brands including Mercedes-Benz, Honda, Jeep, Volkswagen, BYD, Renault, Mahindra & Mahindra, KIA, MG Motors, and Citroën. It also handles commercial vehicle retail for Ashok Leyland. The company has presence across the automotive retail value chain, including new vehicle sales, after-sales service, repairs, pre-owned passenger vehicle sales, and facilitation of third-party financial and insurance products.
CarTrade Tech Limited, through platforms like CarWale, BikeWale, Shriram Automall, and OLX India, serves over 80 million monthly unique users, with over 95% of its traffic generated organically. Its consumer marketplaces host more than 63% of India’s online used car listings, while its remarketing platforms facilitate the auction of over 1.5 million vehicles annually.
Historical Stock Returns for CarTrade Tech
| 1 Day | 5 Days | 1 Month | 6 Months | 1 Year | 5 Years |
|---|---|---|---|---|---|
| +0.09% | +4.13% | -2.22% | +77.25% | +24.94% | +117.43% |
How will the revenue-sharing model impact Landmark Cars' gross margins compared to its traditional dealership operations?
What specific performance metrics must be met in the initial pilot cities to trigger the pan-India expansion of this partnership?
How might this integrated 'phygital' model pressure competitors like Spinny or CARS24 to adjust their own capital-intensive inventory strategies?
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