This has literally taken Merc to re-think its positioning and the equity it enjoys in the market. BMW’s growth was primarily fueled by its craze in the youth and the feel of a sportiness amongst its models. And as the average age of the buyer in this segment decreased, Merc lost in the race. Most of the Merc buyers were in the 40-50 age group whereas BMW/Audi were the choice of the younger lot.
This took Merc on its heels and thus came Mr. Peter Honegg, who has recently taken in charge as the MD & CEO of Mercedes Benz India. The most crucial part of his induction was to imbibe Merc as an young, lively and a sporty brand. One of the foremost actions were:
- *Bombarding a TVC of Legendary F1 Icon Schumacher driving the uber-sporty SLS AMG. The idea was instill and associate a RACING image for the brand. This would attract the younger aspirants in the luxury segment.
- *Mercedes also tried to leverage the status of being the oldest automobile brand in the world. This was also reflected in their advertisements where they projected to grow with the growing desires of the customers. It not only reflected their pursuit of perfection in every car that they manufactured but also connecting each car with their drivers. The urge to re-invent and the technical expertise was depicted by the amount of their patents worldwide (almost 80 percent of Auto patents is owned by Mercedes Benz!)
- *It is also planning to sell the tickets of the much-anticipated F1 serie which is to be organized at the Budh International Racing Circuit of Greater Noida. The tickets would be made available through the company’s dealerships.
- *Mercedes Benz India’s Facebook fanpage has already garnered more than 41000 fans and it eminently projects MBI as a fashionable, sporty and an entertaining brand.
- *MBI has also inaugurated a star lounge in Delhi International Airport with SLS AMG on display.
*The country’s largest car-maker Maruti Suzuki India (MSI) reported an 8.8% decline in total sales to 80,298 units in June from 88,091 units in the same month last year. It also reported a 3.8% decline in sales in the domestic market to 70,020 units from 72,812 units in June 2010. Exports also declined by 32.7% to 10,278 units from 15,279 units in the year-ago period.
*Tata Motors reported a marginal 0.7% decline in total sales in June 2011 to 66,358 units from 66,824 in the same month last year. The firm’s total passenger vehicles sales in the domestic market stood at 21,993 units in June, a fall of 20.92% from 27,811 units in June 2010.
*Toyota Kirloskar Motor reported 94.72% jump in its sales at 12,034 units during June’11. The company had sold 6,180 units in the corresponding month last year. During the month the company sold 5,002 units of mid sized sedan Etios, 737 units of its latest small car Liva, 629 units of premium sedan Corolla Altis, 4,665 units of multi- purpose vehicle Innova, 990 units of SUV Fortuner, 9 units of luxury sedan Camry and 2 units of hybrid car Prius.
*Volkswagen India reported 166% increase in sales during June at 5,397 units as against 2,032 units in the same month last year. The compact car Polo and the sedan Vento continue to be the backbone for the brand with a total of 5,136 units sold in June 2011.
*Car maker Honda Siel Cars India (HSCI) reported sales for June at 3,455 units, a decline of 24.81% over the same period last year. The company had sold 4,595 units in the corresponding month last year. The June sales comprised 2,802 units of its flagship sedan City, 361 units of hatchback Jazz, 175 units of premium sedan Civic, 103 units of luxury sedan Accord and 14 units of its sports utility vehicle CR-V.
*Auto-maker M&M reported 29.11 per cent jump in its total sales in June, 2011 at 35,584 units.
The company had sold 27,562 units in the corresponding month of 2010. Total sales of passenger vehicles, including Scorpio, Xylo, Bolero and Verito, stood at 16,053 units as against sales of 13,316 units in June 2010, up 20.55 per cent. Sales of the Verito sedan went up by over two-fold to 1,510 units during the month
*The country’s largest two-wheeler maker Hero Honda reported 20.12% jump in its sales for June at 5,12,244 units, over the same month last year. The company had sold 4,26,454 units in the corresponding month last year. For the April-June period of this fiscal, the company saw its highest-ever quarterly sales at 15,29,577 units compared to 12,34,039 units in the same period last financial year, up 23.95%.
*Two-wheeler maker India Yamaha Motor today reported 29.98% increase in its total sales in June at 36,595 units. The company had sold 28,155 units in the same month last year. In the domestic market, the company’s sales stood at 27,263 units as against 21,157 units in the same month last year, up 28.86%.