Online edition of India's National Newspaper
Saturday, Dec 15, 2007
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Online edition of India's National Newspaper Saturday, Dec 15, 2007 ePaper |
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Tamil Nadu
OUTSTANDING A swanky model ready to take off. It is for sure when “customers” Mr.and Mrs.X walk into a glitzy automobile showroom these days, they are already transformed as “partial buyers”. They are not only well informed and aware of the product they have in mind, but they also have ready cash in hand. Or else they would have never made this trip. The well trained staff inside these swanky offices at best makes them feel comfortable with a pleasant smile and beverage and finally guides them to choose the most suitable model. It is indeed surprising that in a so believed non-consumerist and conservative society of Madurai, it is not only the mini, small and medium cars but even luxury cars that are rolling out of showrooms like never witnessed before. A burgeoning middle and upper middle class with its double and disposal income, is not only helping to change the urban landscape but driving the automobile market also to match its rhythm in tandem. Shifting gears People are slowly but gradually shifting from small cars like Maruti Zen and Hyundai Santro to mid-size Sedans like the Ford Fiesta, Tata Indigo, Hyundai Accent, Honda City or Maruti Baleno. This undoubtedly signifies a major change in spending pattern of the people. The automobile market being one such where even more is proving to be less, every new model is able to carve its niche especially in emerging markets from Tiruchirapalli to Kanyakumari. That is why perhaps, Volkswagen is all set to introduce its B+ segment vehicle Skoda Fabia next month. “Priced at Rs.6,50,000 to Rs.700,000, the car is going to be a killer in the market,” Paras Kumar Vaid, CEO of Madurai-based Gurudev Motors, the only Skoda dealer for entire Southern Tamil Nadu, oozes confidence. He is extraordinarily sure that his sales volume for Fabia will reach 50 cars a month easily given the fact that Skoda Octavia costing Rs.11 lakhs sells a dozen to 15 each month now. Though Madurai is still perceived as a rural village, people here have the capacity to purchase. It is just that they are very cautious and conscious about the investments they make and once convinced, there is no stopping,” says N.Suresh, the Assistant General Manager (Sales) at Akshaya Ford. In last two years, he has seen a 36 per cent jump in sales of Ford’s mid-segment vehicle, Fiesta. “We are able to sell at least 50 of these Rs.6 to 8.5 lakhs worth car every month. Obviously peoples’ affordability has increased what with tailor made financial schemes easily available. It is an encouraging sign that the city is growing,” he says. Not instant It is not only the city’s doctors, lawyers and chartered accountants but traders, businessmen and other elite sections from all nine surrounding districts who are helping Ford to dominate the market. What he rues is the decision making time of people here. Though the proportion of enquiries to sales is 10 : 3, people here on an average take a month to decide and make the final purchase. Whereas in bigger cities and metros like Chennai, most of the time it is on-the-spot conversion ushering in brisk and instant business. General Manager(Operations) of ARAS Motors, N.A.Charles, feels the market for mid-segment cars based on present day trend will grow by leaps and bounds in the years to come. Though the customer profile is fast changing in Madurai and neighbouring districts, the high-end segment still has a limited market. “This is a place where people don’t buy big cars to show off. Rather, they very meticulously analyse the cost and fuel efficiency, safety features and comfort level,” he asserts. “It is a highly competitive market where everybody is under pressure to achieve a target,” says Mr.B Kannan, MD of SKBR Automobiles. The only dealers for Mitsubishi makes in this part of the State, the monthly sales has already doubled from 10 to 20 in last six months. Lancer is a proven model for almost a decade now and though there was no after sales service available here, 300 of the 450 earlier owners have retained their cars because of the “brand, quality and performance”, says Mr.Kannan. Though walk-ins may not be very high in his showroom, but conversion rate is as high as 60 per cent. This only means today’s consumer is well informed and also determined about his purchase. “If he can not afford a car costing around Rs.900,000, he will not waste time window shopping in a showroom,” he adds. Also Lancer’s fantastic mileage (first 500,000 kms can be run without opening the engine) draws customers, who are mostly running on highways. But it is the latest Auto LPG variant of Cedia going for Rs.8,60,000 that is attracting enquiries and bookings, already to the tune of 12 since its launch last month. Demand The demand for new or little expensive car is not showing any signs of sagging,” declares Ms.K.Kalyani, Sales Manager at Sundaram Honda showroom. “Families are now looking at passenger cars with luxury facilities. A mid-segment car costing anywhere between Rs.6.50 to 8.50 lakhs is fully loaded with factory fittings and is turning out to be the best choice,” she says. It may be a matter of pride to own a second car from the upmarket segment but what is loud and clear is that people no longer mind splurging on cars. These four-wheel beauties with their flowing character, aggressive detailing and sporty designs are much more than a mere mode of transport today. They are either an emphatic statement of wealth or a genuine family need primarily for space and safety. Whatever be the benchmark, one wishes even the roads were getting a facelift and becoming more beautiful like these new breed of dazzling beauties on the road. Soma Basu
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