Auto
firms are setting up brand experience outlets for consumers. Carmakers, in line
with international marketing practices, are opening their own showrooms and
studios to display latest models, technology, vehicle architecture and interior
design to bring in new level of experience for customers.
Traditionally,
automakers had to bank on dealers for their distribution as well as for
showcasing the products. In India,
such brand experience centres are used by electronics firms to showcase
gadgets, which also double up as a sales outlet.
The
facilities owned by companies will offer actual and virtual test drives, along
with customised car solutions to influence customers' buying decisions and
generate sales.
Taking
the lead in passenger car market is Maruti Suzuki, which is opening its
company-run showroom in South Delhi. Modelled on
the lines of its Japanese parent Suzuki's international branding stores, the
firm will expand such showrooms in other major cities.
The new
showroom will start functioning later this year and showcase its existing range
and future cars - A-Star, Splash and Kizashi - along with international line-up
of Suzuki's business vans and concept cars.
Maruti is
not alone. German luxury automobile major BMW, is also launching its marketing
concept in Delhi.
It will start the BMW Studio which will be located at Janpath in Central Delhi by June this year. Its 3,000 square feet
facility will house all BMW marquees - Series 3,5,6,7 and the X-3, X-5 and X7
sports utility vehicles - besides its future products -MINI and Rolls Royce
brands - for the Indian market.
Two-wheeler makers also have a similar game plan.
The largest two-wheeler maker, Hero Honda, is also starting a new retail chain
format similar to its arch rival Bajaj Auto, which has already started its
branded 'Pro-Biking' stores in Delhi,
Pune, Chennai, Mumbai, and other major cities.
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