Today most international car manufacturers have entered the Indian market. As it one of the fastest growing economies in the world. As India provides excellent global technologies, most international Car manufacturers can access these through joint ventures with India. Some interesting facts about the Indian Automobile industry:
A study conducted to understand the UV customer by advertising agency ‘Interface Communication’ revealed the following criterion of consumer buying process:-
Customer preferred big size as it stands for status.
Consumers seek latest technology.
Consumers wants the sheer thrill and passion of driving an SUV at affordable prices.
Segmentation of the Cars F iat Uno, Maruti Zen, Maruti- Alto, Maruti Wagon R, Hyundai Santro, Daewoo- Matiz, Tata Indica B Segment F iat Palio. B+ Segment O mni, Maruti800 A Segment
Segmentation of the Cars S koda Octavia, Opel Vectra, Toyota Camry, Ford Mondeo, Honda Accord, Mercedes-C- Class D Segment O pel Astra , Honda City , Toyota Corolla, Mitsubishi-Lancer Upper C Segment M aruti Esteem, Ford Ikon, Fiat Siena, Opel Corsa, Daewoo Nexia, Hyundai- Accent, Tata Indigo etc. Lower C Segment
Segmentation of the Cars M ercedes S Class Luxury Segment M ercedes E- class E Segment
Mahindra & Mahindra Limited (M&M) is a major automobile company in India. It is the flagship company of the Mahindra Group. It was set up in 1945 to make general-purpose utility vehicles for the Indian market.
The company has recently started a separate Sector, Mahindra Systems and Automotive Technlogies (MSAT) in order to focus on developing components as well as offering engineering services.
In late 1990’s Mahindra, a leader in the UV segment, was fast witnessing loss of market share. Global players were entering the Auto market and aggressively launching products.
The Mahindra image was a big barrier as well. Though it had positives as rugged, tough, reliable, economical vehicle. The negative parameter were: Uncomfortable, rough, not easy to drive, rural imagery, down market, fuddy-duddy etc.
The Scorpio was awarded various from various bodies. M&M has more than 39% of market share in hard tops, sold 11,800 Scorpios in the first 9 months of operation and due to this campaign, Mahindra image improved.