Tuesday, March 1, 2011
Monday, February 14, 2011
Thursday, February 10, 2011
The Josh is now Gone ?
I still remember 1998. There were three major brands from 3 major auto giants. Opel came with the Astra, Fiat introduced the UNO and Ford came with the Escort. Though the first two did some decent numbers, while Escort failed miserably due to the high cost of ownership. It was then Ford went back did its homework again and came up with Ikon, a true ikon for Ford till 2010 when Figo has changed the fortunes for Ford.
Ikon was first introduced with a petrol engine and then with the TDCi diesel engine. Later the branding for the car was done as 'the Josh machine' which created a niche for the car among driving enthusiasts. But the car did deliver on what it promised. A true brilliant driving experience. The diesel engine also became an instant hit among the mileage oriented Indian customers.
In spite of all this, Ford always had a negative perception of high ownership costs, thanks to the Escort. People always perceived the brand as a rich mans baby. But Ford always tried to change the perception by offering maintenance offers from time to time. But after the Ikon, the Fusion again was a miserable failure failing to meet the demands of the customer in that segment.
After a long time, it was the Fiesta that resurrected the fortunes for Ford in India. But those days, no one would have imagined that its the Fiesta thats going to drive away the Josh machine forever.
It is happening now.
Fiesta is taking a new 'Classic' form all set to replace the Ikon. Is the company is trying to downgrade a premium sedan to the entry level sedan? For what?
Wait...
The new 2011 fiesta is all set to roll in the second half of the year. So Ford is trying to milk the cow (Fiesta)to the fullest. But in its current form at this price range it is not possible. So the Ikon which sold Zero units in Jan 2011 made way for profits to the company despite a major facelift recently. So, the company has strategically phased out the ageing Ikon to let its customers go Fida.
Lets see how the new Fiesta is going to take it from where the current Fiesta has left the stage.
It is happening now.
Fiesta is taking a new 'Classic' form all set to replace the Ikon. Is the company is trying to downgrade a premium sedan to the entry level sedan? For what?
Wait...
The new 2011 fiesta is all set to roll in the second half of the year. So Ford is trying to milk the cow (Fiesta)to the fullest. But in its current form at this price range it is not possible. So the Ikon which sold Zero units in Jan 2011 made way for profits to the company despite a major facelift recently. So, the company has strategically phased out the ageing Ikon to let its customers go Fida.
Lets see how the new Fiesta is going to take it from where the current Fiesta has left the stage.
Friday, January 14, 2011
Friday, January 7, 2011
Tata's New Venture
When we say, 'A brilliant piece of engineering', it necessarily need not be the fastest car in the world or the costliest car in the world. It can also be 'Intelligent engineering'.
When manufacturers actually fail in making a good sedan from the available hatchback (Courtesy: Swift Dzire) how many in the world can actually build a proper passenger vehicle out of a successful commercial vehicle?
Once again, Tata has done it. This time its the all new Tata Venture, launched first in Rajasthan. Originally developed from the successful ACE platform, it actually doesn't look like one barring the front grill and the headlights. With the only available and affordable MPV on Indian roads, Omni, Venture is sure to get big with its proven diesel engine developing 71PS and returning an ARAI approved mileage of 15.42 kmpl.
May be this is a Blue Ocean strategy from Tata, creating an all new segment - affordable diesel MPV, which was not available in India leaving the competition behind. Though Tata does this without an all to-gather new technology or platform, the way they integrate the available resources to creat an out of the box design is what proves to be intelligent engineering.
Available in flexi seating options, 5 colours, all necessary safety features, radical exteriors, this MPV is nothing short of a passenger car. Kudos to the R&D team.
In 11 years, the company has definitely got better in engineering and has mastered the art of understanding what India wants....I definitely see a bright light....
Wednesday, December 22, 2010
Friday, December 17, 2010
First car? Better give it a test....A Quality Test
Is there an impact of a test drive on the purchase decision, during a car purchase? If so, how much?
When my friend wanted to buy a car, a hatchback, he first test drove the Figo. Then on my insistence he tried the Indica Vista. He fell in love with the car in just 10 mins of drive and finally booked one. (Sorry Ford, nothing personal)
In this case, it was just the feel of the car for that crucial 10 minutes, that changed his purchase decision.
But honestly, is that 10 minutes really enough for somebody, who is buying their first car? May be an Alto or a WagonR which normally people would have driven through their friends or relatives, may say, the test drive is nothing critical. But in general, it is that factor which decides the purchase or may be a step further by forming an opinion on the brand too.
Especially with such a huge competition in the small car segment, one can make a difference only by making the customer feel the product. The manufacturers like GM clearly understand this and they go above the line and say 'Test drive like you own it'. But, in reality, how much of this actually happen?
I would say it is at the dealers end, where most of the time, test drive is seen as a liability. I would like to stress on MOST and NOT ALL. May be a dealer is selling more and beating competition, which can be attributed to many other factors that are considered during a purchase. Like in the previous example, for a customer who has come for an Alto or a WagonR, a test drive will really not matter much. Otherwise, very few dealers actually insist on a 'Quality test drive'.
A quality test drive basically means letting the customer feel the car like he owns it. There are a few steps which i think, dealers should help a first car buyer during a test drive.
1. Let the test drive car be in the best of its condition. Both exteriors and interiors along with the engine and service really matters as first impression is always crucial.
2. A first time car buyer will obviously panic during the test drive as he/she may not be a skilled driver. So be kind enough to encourage him/her and not to worry about anything going wrong on the road.
3. Educate the customer on how to adjust the seat, steering (if there is an option), rear view mirrors, dashboard controls, stalk controls etc, as they vary from one car to another. If the customer panics in the middle of the road, then the purchase will definitely not happen. At times even the clutch settings and the break settings may not suit a particular customer and the test drive may go haywire.
4. Give a product feature explanation in the test drive car also, preferably a live demo. This may enable the driver to actually use that option during the test drive.
5. And above all, the distance of the test drive. Please do not insist on any specific route for your convenience. Let the customer choose where he/she wants to test drive the car and the time he/she wants to drive it. The more they drive it, they more they feel it and the more chances of buying it.
So dear dealers, along with manufacturers, its just not enough if a test drive is given. A quality test drive is more important.
Dear customers, Happy testing and Happy driving.
When my friend wanted to buy a car, a hatchback, he first test drove the Figo. Then on my insistence he tried the Indica Vista. He fell in love with the car in just 10 mins of drive and finally booked one. (Sorry Ford, nothing personal)
In this case, it was just the feel of the car for that crucial 10 minutes, that changed his purchase decision.
But honestly, is that 10 minutes really enough for somebody, who is buying their first car? May be an Alto or a WagonR which normally people would have driven through their friends or relatives, may say, the test drive is nothing critical. But in general, it is that factor which decides the purchase or may be a step further by forming an opinion on the brand too.
Especially with such a huge competition in the small car segment, one can make a difference only by making the customer feel the product. The manufacturers like GM clearly understand this and they go above the line and say 'Test drive like you own it'. But, in reality, how much of this actually happen?
I would say it is at the dealers end, where most of the time, test drive is seen as a liability. I would like to stress on MOST and NOT ALL. May be a dealer is selling more and beating competition, which can be attributed to many other factors that are considered during a purchase. Like in the previous example, for a customer who has come for an Alto or a WagonR, a test drive will really not matter much. Otherwise, very few dealers actually insist on a 'Quality test drive'.
A quality test drive basically means letting the customer feel the car like he owns it. There are a few steps which i think, dealers should help a first car buyer during a test drive.
1. Let the test drive car be in the best of its condition. Both exteriors and interiors along with the engine and service really matters as first impression is always crucial.
2. A first time car buyer will obviously panic during the test drive as he/she may not be a skilled driver. So be kind enough to encourage him/her and not to worry about anything going wrong on the road.
3. Educate the customer on how to adjust the seat, steering (if there is an option), rear view mirrors, dashboard controls, stalk controls etc, as they vary from one car to another. If the customer panics in the middle of the road, then the purchase will definitely not happen. At times even the clutch settings and the break settings may not suit a particular customer and the test drive may go haywire.
4. Give a product feature explanation in the test drive car also, preferably a live demo. This may enable the driver to actually use that option during the test drive.
5. And above all, the distance of the test drive. Please do not insist on any specific route for your convenience. Let the customer choose where he/she wants to test drive the car and the time he/she wants to drive it. The more they drive it, they more they feel it and the more chances of buying it.
So dear dealers, along with manufacturers, its just not enough if a test drive is given. A quality test drive is more important.
Dear customers, Happy testing and Happy driving.
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