The past few years have been, in many ways, paradigm-shifting for the automotive industry. The post-pandemic reality, coupled with the move towards sustainable, connected, technology-driven mobility has left a lasting impression on customer expectations. While this transition from one ecosystem to another has been replete with its own challenges, leading OEMs within the industry have showcased immense resilience, effectively turning difficulties into opportunities.Leaders within the Indian automotive sector, in particular, have an exciting and challenging road ahead in converting this long-standing resilience into resounding success. Against a rapidly changing industry landscape, re-envisioning our core strategies with regard to mobility will be critical in defining our trajectory for the future.
Digital consumers are demanding personalised and delightful customer experiences. The transition to digital has been underway for a few years now, but it has accelerated significantly during the pandemic. The automobile industry has been adapting to and addressing these changes proactively and offering innovative solutions that are customer-centric and easy to use. The definition of what comprises a good customer ‘experience’ has also changed over time, and today not only includes driving experience but also purchase and ownership experience. In addition to providing competitive offerings with advanced features, enhanced safety, and contemporary designs then, companies must also continue to provide a sustained focus on strengthening customer relationships. A fruitful customer relationship will help us stay in touch with changing sentiments while establishing a necessary network of feedback and improvement. Further, building resilient impressions on customers can also help propel product popularity through word-of-mouth communication.Establishing such a relationship will remain reliant on strengthening all fronts and striving to take customer engagement to new heights. Focusing on providing customers with a smooth ownership experience and seamless service assistance will be critical in creating positive relationships. This can entail expanding accessibility to service centres, being available digitally, providing smooth car delivery experiences, and ensuring shorter repair durations. Improvements on all these fronts, plus the establishment of a strong after-sales service system will be critical for the years to come
Traditionally, the auto industry has had model upgrade cycles spanning six years, with three-year mid-cycle enhancements. But today, customers are demanding changes at a far quicker rate, intimating us to alter traditional timelines. Customer demographics have transformed, and there has been an evolution in their preferences. OEMs are witnessing an influx of younger customers in showrooms, who view cars as aspirational products— with sophisticated technologies, futuristic designs and a series of personalisation options.Thus, cars today, in the mind of consumers, must come not only with the benefits of enhanced performance and safety but also sophisticated designs and accommodative features that allow sufficient personalisation. As per this significant shift in perception, the way passenger vehicles are created and pitched has also undergone a transformation.
With leading studies showing promising results for electric cars reducing end-to-end emissions, EVs are expected to become the default choice of sustainable transport for both, personal and commercial mobility needs. Further development in sustainable sources of power will further enhance this trend. OEMs are understandably betting big on the green mobility wave, focusing on engineering sustainable design philosophies that are timeless, promote wellness, and increase the overall quality of life. They are showcasing aspirational products as ‘concepts’ with a futuristic design language, accentuating aerodynamics and appealing to discerning customers.We must make the best of our challenges while continuing to place our customers at the very centre of all our efforts. By harnessing our learnings from past experiences, and transforming roadblocks into breakthroughs, we must forge the path leading to a new millennium of e-mobility.The writer is head marketing, sales and service strategy, Tata Passenger Electric Mobility.
First Published: Aug 29, 2022, 15:21
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