Re: May 2016 : Indian Car Sales Figures & Analysis Instead of reviewing the car sales, let me look at the buyer preferences of the country instead. We all should know by now that mass is the new class and nothing makes it truer than looking at how the Indian buyers think. This is a land where the best may not often make it, instead brands that tug away at the hearts of the people for whatever random reason shall forever enjoy their loyalty and patronage no matter what products are being dished out.
Car buyers in this country total about 2 lakhs per month, a little more than double the total BHPian count. Suffice to say that none of our opinions matter in the end, what does is the ability of a company to understand the true needs of buyers of this land. Buyers look for maximum elbow space, legroom & storage room, buyers want a car with good fuel economy and minimum maintenance costs and most important of all.. they want a brand that they are attached to, or can relate to. Indian buyers are one of the least adventurous type, chances are they shall not veer from the previously owned brand unless their experiences are beyond terrible and ends up costing them money. Maruti - has the most number of sales points as pointed out by a fellow BHPian above, more that twice the 2nd largest. They have penetrated the market like no company before it and hence they have the biggest advantage not only of being everywhere but also being a sentimental favourite for the buyers. Credit where due to them for also keeping the sales on the swing with populist models like Baleno & Brezza apart from the usual favourites like Alto & Swift. Hyundai - has the same advantage, albeit to a much lesser degree. From the days of the Santro & 1st Gen Tucson to now with the Elite i20, Creta & Grand i10, Hyundai has time and again proven that they are not afraid to experiment and if necessary bring in competition-crushing models to prove a point. The fan-base of Hyundai from what I've seen is about 40% in the south and 60% everywhere else (no scientific backing for this statement other than what I've seen in Bangalore & visits to Chennai, Mumbai, Pune & Delhi). This could be because Hyundai appeals to those who want the best of space, comfort and reliability, i.e the non-adventurous qualities. Mumbai is more of a Honda "city" and Delhiites with the Mahindras and Toyotas seek power and presence. I'm not saying that there are no other brands in all of the cities mentioned above.. there are all the brands but those few ones stand out. Pune is quite a bit like Bangalore though a smaller market.. all brands are bought almost equally. Fiat - If anyone had the right to a first-mover advantage it was Fiat. We owned a 2nd hand Premier in the mid-90's and even as a kid I remembered it as spacious, comfortable and well put together. The Uno was a product well ahead of time and the Petra & Palio set new standards each time. Yet each of those models dropped like an anvil on freefall. Fiat could never get their service support act together and with each new product their way of operating became older. The Abarth is a good car but a hot-hatch was never going to set the sales charts on fire, a hot-hatch with stickers and highly contrasting colour schemes reduces that market by that much more. Between late moves, wrong strategies & engine sales I guess Fiat never had much of a chance to retain the loyalty of customers. The Indian consumer never forgets that they were short-changed and once they feel that then looking back is difficult however much brilliant the product may be. Any reasonably experienced driver should drive the Swift and Punto back-to-back and inspect them from behind the drivers seat and from a technical standpoint. He/she would find it difficult to explain why one sold 2 million in India and the other perhaps about 30-40 thousand. Based purely on driving experience, the gap should not be this large.
Honda - The City has changed more shapes than silly-putty, starting from the 3rd Gen in India which was loved by modders and enthusiasts, to the 4th Gen which was possibly the weirdest design in any car ever, and on to the arrow-head/BMW tail shaped 5th and 6th gens which have been a favourite for the upper-middle sections of society. The City became the - 'yes I've arrived!' car of the people and it still remains so despite strong competition.
Mahindra - They massage the ego of the SUV/MUV loving population of India. That combined with their utilitarian vehicles like Bolero & Mahindra pick-up, there's little doubt why they're usually at 3rd/4th position. A section of society likes big tyres, high seating & presence (even if illusory) hence even models like KUV have become a runaway success. The TUV, XUV and Rexton round off the entry, mid & luxury SUV segments. Who knew that categories have categories themselves.
G.M - They pulled a Fiat in India by introducing Opel Astra/Corsa, then not creating infrastructure around it, doing the same post the Daewoo acquisition and also withdrawing Chevy models like Optra, Aveo & U-Va. Enough time spent in the country and not nearly enough customer/product support. That won't be forgotten either.
Nissan - Well on the track of becoming the train-wreck of the current century, poor service network and support is the reason yet again.
Ford - Good products that never sold (Escort, Fiesta 1st Gen, Figo 1st Gen) and average products that are struggling for good reason (Figo 2nd Gen, Aspire) and a good product that sold but is in danger of soon being wiped out by a certain model from a Japanese company (EcoSport). That about summarises it. Ford in general never had what it took to impress the Indians, the Figo 1st Gen suffered from styling & equipment issues (pink dashboard, no rear power windows, really?) as also did the 2nd gen Fiesta. If they nailed the driving aspect, the space was missing (EcoSport/2nd gen Fiesta) and now with the space aspect reasonably solved (Aspire) the tactility/haptics/heaviness is lacking if not completely absent. Toyota - Personally I'd say they're about as reliable as Honda or Hyundai, nothing more but because they've been chanting the quality mantra for decades now the perception has been set right in. The Corolla is a household name as far as cars go and the Innova & Etios give the urban-joint-family exactly what they want, the space, the brand name and peace of mind. They may not be anywhere near the top but I think they are exactly where they want to be now as far as India goes.
Last edited by dark.knight : 8th June 2016 at 00:27.
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