- Tata Motors organizes various activities like puzzles and games to keep customers engaged in lockdown
Sales are rising as the automobile industry slowly emerges from the Corona effect. According to Vivek Srivatsa, Marketing Head, Passenger Vehicle Business Unit, Tata Motors, in the wake of rising demand for passenger vehicles, the company launched a digital to sales platform in addition to engaging customers in activities like puzzles and games during the lockdown.
Question: How has Corona’s impact on business and recovery been? How are the sales currently compared to the pre-covid period? How is Tata Motors meeting the demand?
Vivek Srivatsa: The passenger vehicle industry is improving in the second quarter of FY2021 due to increased sales and demand at festivals in some parts of the country. In September 2020, wholesale was higher than retail before the festive season. Tata Motors PV Business recorded a wholesale of 54,794 units in the second quarter of FY2021. Wholesale sales were 21,199 units in September 2020, up 163 per cent from September 2019. Sales of 924 EVs in the second quarter of FY2021.
Question: What marketing strategies and initiatives were taken for customers in the lockdown and unlock phase?
Vivek Srivatsa: When the lockdown started, our intention was not just to sell cars. Various activities like puzzles and games were organized to keep the customers engaged in the lockdown. Also gave tips for taking care of vehicles in lockdown. Additionally introduced the Click to Drive digital sales platform. Also introduced various EMIs and finance for customers and Covid frontline workers. Sanitized by Tata Motors has taken the initiative. The overall approach has moved towards digital media. We are currently focusing on engaging customers in IPL 2020.
Question: Which product sells the most, give statistics?
Vivek Srivatsa: Premium Hatch Ultras has received good response in the market. Demand for this speciality has grown significantly as a result of recent corporate scandals. The mix fuel options in Ultras and Nexon have helped offer an alternative in the high growth segment and increase volume.
Question: Marketing strategies for the festive season?
Vivek Srivatsa: Consumer demand has increased with the start of the festive season. The company is increasing production and will do its best to retain customers. Security and Vocal for Local will be the main communication factor. Has released a communication depicting the festive mood. Has launched the Festival of Happiness Campaign this season. It covers Durga Puja in West Bengal, Navratri in Gujarat, Dussehra in Karnataka etc. The campaign is designed with the state’s tradition and festival in mind.