The Indian Auto Industry has undergone quite a transition this fiscal. The Italian Beauty parted ways with its Indian Partner ( Fiat - Tata JV), Diesel Guzzlers like M&M XUV 500 and Renault Duster selling like hot cakes and Honda launching its Amaze to swallow Swift Dezire's market share.
But, these jaw dropping models do not support the cause of the Industry's performance as a whole. This has been the steepest Car Sales decline in the past 12 years.
While the SUV's have stolen the show, the Sedans and Hatchbacks are still bumping over the speed breakers. Lets have a look on the latest happenings in the Auto circle.
Bajaj RE60 - This being the first Four Wheeler from the Hamara Bajaj turned Pulsar - Definitely Male group is awaiting goverment's nod to hit the road. It comes in as a competitor to Tata Nano.
M&M e2O - Priced at Rs. 6.4 lakh, this is the all new avatar of Mahindra Reva. With better designs and charging network, this Eco - Friendly car is fueled with the Smartphone power partnered with Telecom Major Vadafone for its Machine to Machine communication services.
Honda Amaze - With 6,000 bookings in 10 days, this seems to be the emergency alarm for Maruti Suzuki. With a strong Marketing Strategy and spreading the buzz on Social Media for over 6 months, this 4.99 lakh sedan looks tailor made for Indian customers.
Ford EcoSport - This yet to be launched SUV has made the Marketers run faster than the machine itself. With aggressive marketing strategies such as "the 12 cities excursion", "drive you city" etc. they have targeted the customers as their Brand Ambassadors.
But, at end of the day, the conversions are not happening.
So, is marketing being just another expense?
Big launches at Hotels and then becoming history, is this trend going to continue?
Are we getting confused between Awareness and Information Overdose?
Huh, I think the companies must go back to the basics and stop rolling out cars just like that.
Raghav Arora
CUIM
Marketing
hey gr8 article raghav keep it up.
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Horizon times
Thanks Team :)
DeleteTalking about the Indian automobile industry, I think that the auto makers are in a great confusion to decide what product to roll out in the current stringent market for the consumers. Every new roll out has a certain life cycle may be 1-2 yrs if and only if that product attracts the market - we can see for M&M's XUV, talking about the other experiments of M&M like e2O, this will certainly not attract the market as 6.4 lac is too much to be paid for a Hatchback targeting the middle class consumers & e2O will certainly not attract the upper class.
ReplyDeleteWhere Honda's business strategy of rolling out 'Amaze' an Sedan version of 'Brio' seems to be copy of Maruti's launch of 'Dzire' after 'Swift', yet it'll be a tuff time for Maruti to penetrate in market.
Automakers may find a squeezed target market to test their experiments but will not be able to create a remarkable impact at a wider level.
True, but I feel that the reason for Maruti's great run is still their Service Network which is by far the best in India.
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