Watch-and-wait new strategy for car makers

Nov 17 2013, 10:27 IST
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'Car maker hopes to make the customer wait and not make any decision in a hurry.' (AP) 'Car maker hopes to make the customer wait and not make any decision in a hurry.' (AP)
Summary'Car maker hopes to make the customer wait and not make any decision in a hurry.'

in a hurry,” said Vangaal.

Added a senior marketing executive from one of the top five car makers, “Different companies have different strategies. Sometimes you want a customer to wait for your product, but I feel the main idea behind showcasing a future model would be to get a sense of primary competition, styling and price range. Majority of Indian buyers for mass products are conservative and they want to see the product first.”

However, some companies like Hyundai, M&M and Volkswagen have chosen not to follow this strategy. In order to keep the surprise element and not to let the competition be aware of its new models, these companies prefer showing their new cars only at the time of launch. Industry analysts feel that not showing the model may lead to the loss of potential buyers, but, on the other hand, companies may be able to guard its current range from any impact.

Between April and September this fiscal, passenger vehicle volumes have been down 5.15% at 12 lakh units, with no significant improvement seen from even the festive period of October-November.

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