Friday, December 3, 2010

Raining Cars in India

I have written earlier that cars and economic growth were connected, at least they were during the last fifty years , though now things are changing. But even then one can observe how the increasing prosperity in India is getting reflected in the type and number of cars which are plying on the roads today. Every month we find that the car sales touching a new record level in terms of numbers , and the only aberration perhaps would be the low sales figure of Nano in November, apart from that for almost every car company sales have been good..

The segment which saw maximum activity in the initial days of liberalization was the entry level, the 800's , Alto's and Santro's, but now the focus is slowly shifting to the next level which is defined by cars like Swift, i10, i20. And we have a lot of players who are looking at this segment which is just above the entry level. Players like Toyota and Honda have their new cars entering this segment and knowing both the companies and their reputation one can foresee the life of entrenched players like Maruti and Hyundai getting more and more difficult in the coming days and the consumer spoilt for choice. Toyota Etios is predicted to be a game changer in the segment ...

At one time a company like Maruti could afford to continue with the same model for more than two decades, but those are days which have gone and the marketer of today can hardly afford to relax, he has to respond and be on the treadmill of continuous improvement to just retain its place in the market...



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