Brand it right!

A massive image enhancing exercise is underfoot in the auto industry – from mega showrooms to innovative rallies

They already make great cars. Numbers are flowing and newer models are keeping the interest alive. So, what next? If automotive trends are to be interpreted, then the current one is a massive across-the-industry brand-building exercise. Making the customer happy goes much beyond making good vehicles. So if Hyundai has an “Always Around” campaign, Maruti does it with special “brand stores” similar to what Bajaj and Royal Enfield have done for the two wheelers. Honda is taking their worldwide approach of safety-with-environment-friendly to India as well. While India’s biggest two-wheeler company Hero Honda builds its brand image with emphasis on the green steps it has taken in its production.
How far will the companies go to woo their existing and potential customers? What are the schemes that add real value and what are plain fanciful? Do consumers really like the perks or are they just happy with a good car and good service? Indu Prasad has answered all these and more in our current issue of May 2008 issue of WheelsUnplugged... http://epaper.wheelsunplugged.com/

BMW is the latest one to open dedicated showrooms in Delhi and lately in Kolkata. If you have thoughts, comments and viewpoint which you would want us to take on board, do leave your comments.

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