How digitisation in wake of demonetisation is gaining ground for the automotive sector

Social media handles, online engagement and the evolution of the evolution of the smartphone has encouraged new and engaging marketing tactics by automobile manufacturers. In addition, the recent demonetisation by the Indian Government has also forced sellers across industries to go cashless. What kind of impact is this creating on the consumer-buying process and how is the auto sector responding to this new trend is what we'll look at in this story

By: | Published: December 19, 2016 4:28 PM
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The world is going global! Connecting with someone halfway around the world is as easy as taking the early morning stroll in the nearby park for a person. This evolution has also seen a ripple effect in the world of automobiles. Manufacturers are exploring new and exciting ways to market their products as well as engage the aspirational audience. Adding to this, demonetisation of Rs 500 and Rs 1,000 currency notes has encouraged car and two-wheeler makers to accept bookings through digital channels.

One recent example was at the launch event of the Dominar 400 from Bajaj Auto. Moving forward in the digital space, the Indian bike maker announced it will accept booking for their sub-500 cc motorcycle through the official website with a booking amount of Rs 9,000. Customers can later pay the entire amount through digital channels. Similarly, the Maruti Suzuki Ignis compact crossover that was unveiled recently, will be available for booking through the official Nexa website early January. Price of the Ignis will be announced will happen on 13th January 2016.

Taking the engagement digitally forward, apart from on-ground events and customer engagement programmes, carmakers are also adding their digital footprint. After the launch of the Ford Mustang in India at a price tag of Rs 65 lakh, ex-showroom Delhi, the company has initiated a number of online programmes. A recent noteworthy mention goes to the introduction of the 'Pocket Mustang' website, a mobile optimised solution that uses a smartphone's gyro sensor wherein the user is able to play and record moves to gain points. An application like the aforementioned allows admirers to experience the car virtually, creating brand recall in the mind of a car buyer, irrespective of their affordability.

Such digital innovations along with e-commerce payments for automobiles is a leap forward in the Indian automotive industry. With more car and two-wheeler manufacturers adopting digital ideas, it leaves a lasting impression on the user's mind after which word-of-mouth become the major propellant of the brand value and the application itself. Digital is undoubtedly the way forward!

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