Team-BHP scoops Tata Motors's new doorstep service initiative

Consistent Service Quality. This is one major pillar in Tata Motors's four pronged HORIZONEXT strategy for its passenger car business. Through the HORIZONEXT program, Tata Motors plans to revamp its image to one that is highly attuned and responsive to the car buyer's needs. After sales service, being a crucial aspect that makes or breaks the car ownership experience in the long term, will be given due focus in this strategy.

Also, the customer staying with the brand during subsequent purchases is largely determined by the quality of after sales service rendered previously. Dealers for their part make big money not just by selling cars, but also by dispensing service to cars already sold. In essence, after sales service is a factor that no car/two wheeler brand can choose to be laid back about, especially in the face of ever increasing competition.  

While industry leader Maruti Suzuki is known for its good after sales service, Tata car owners have often complained of inconsistent service experiences. Tata Motors's HORIZONEXT strategy plans to improve after sales service through a slew of measures at the dealership/authorised service center level. Tata Motors's dealership subsidiary, Concorde Motors, will lead the car maker's push for better after sales service. 

Team-BHP has scooped one such initiative. Tata Motors has modified Super Ace pick up trucks to serve as doorstep service dispensing vehicles. These pick up trucks will go to the customer's doorstep, either at homes or offices, for scheduled maintenance of Tata cars. A team of specially trained mechanics will handle the doorstep servicing of cars. 

By introducing the doorstep service initiative, Tata Motors is venturing into an area that has thus far seen players operating mainly in the luxury car and high end motorcycle space. For instance, DSK-Hyosung has a doorstep service initiative for its high end range of motorcycles while Suzuki too has a similar service initiative in place for motorcycles such as the Bandit, GSX-R and Hayabusa. Such doorstep service initiatives also exist for high end luxury and sportscar brands. If Tata Motors's Doorstep Service Initiative becomes a hit, many other car makers could soon follow suit.