Indian automaker Tata Motors is betting big on the market by repositioning certain products and also launching mobile showrooms.
Tata Motors may not be doing really well when it comes to sales of its new products, but the company surely has a lot of long-term growth plans backed by Mayank Pareek. The automaker is looking to grow its dealer network by a huge number and that will help generate more sales. Apart from dealership growth, the company is also working on positioning of products and dealer development. Dealer development basically means the company will train its dealers to provide a more pleasant service experience to customers.
In the first five months of this financial year, Tata Motors has gained 1% market share. The company feels that the launch of new products like the Bolt and Zest has helped them cater to a wider customer base. While earlier only the Indica was sold in big numbers to fleet owners, the newer Tata cars are aimed at young professionals in India. Also, approximately 45-50% sales of the Bolt and Zest are coming from Revotron variants. However as per sales record, the Bolt sells only 600-odd units a month while its arch rival, the Maruti Swift sells more than 15,000 units a month.
Tata Motors is repositioning the Indica and Indigo for smaller markets. Also, rural areas will now see more dealers because the automaker wants to make its presence felt across the country. The company is coming up with 1000 mobile showrooms that will provide a showroom-like experience to customers in rural parts of the country. These mobile showroom will also help Tata Motors provide doorstep service, which will be quite a beneficial move in the long run. In the last three years, Tata’s dealer count has increased to 1500 outs. The company is still adding more dealers to its kitty. This year, 63 dealers have been activated and 185 have been appointed. The company is aiming to activate 200 dealers and appoint 300 this year itself.
