December 2012 Sales Figures – Pan India
· Indian Auto Industry had a similar performance as our Indian Cricket Team – a combination of hits and misses. Sometimes you see a Silver lining (like Dhoni single handedly reviving the scores – similar to SUVs/MUVs being the saviors for the industry) and sometimes you see a freefall (like Indian openers vis-a-vis biggies such as GM, Tata, VW etc). Don’t expect the things to better anytime soon.
· December was month of hefty schemes – all OEMs had the best to offer. This did not have much effect on the offtake figure of the Auto companies. Reason being focus on rationalizing the inventories and liquidation of old stocks. With 2012 stock piled up, picking up more vehicles wasn’t the intent. However, VID (Vehicles – In – Demand) such as Swift, Innova, Dzire etc had the best run. December is usually a dull month in terms of Offtake; but the Dealer Retail is considered to be the best in the month – hence the end retail figures would project a total different story.
· The new Alto 800 has brought stability to the brand with its k10 sibling – figure of 26234 units offtake in the month of December is a true testimony of it.The brand has revived hopes for the entry level hatchbacks in the country. Swift & Dzire remain the best cash cows for the OEM – with minimal promotions and un-ending booking list – these brands are literally filling the pockets of the OEM and its channel partners without any sweat. Wagon R figures was a shocker – is a refresh on cards? And surprisingly A-star achieved 4 figure sales after 5 months! Ritz too wasn’t able to provide much ‘JOY’ with its average faring – even the refreshed looks and launch of Auto Transmission couldn’t generate much buzz. The petrol-only available models (Omni, Eeco) numbers still remain mystery – clearly explains the dominance of functionality and utility in any segment.
· Hyundai had a lack luster month. Its uber-cool i20 had its lowest offtake in past 10 months (5119 nos) – otherwise the model had been able to garner 7k units at an average. Even the fluidic Verna slipped to < 3k mark for the first time since April’11. However, Eon and i10 were the rescuer for the OEM. With an overall volumes of 26697 units, Hyundai’s just 3.9k numbers ahead of M&M. Any glitch and the UV major would steal the second position from the Korean stalwart.
· Mahindra is the Maruti of the UV space – no wonder I’m re-instating the quote – while analysts were discussing the fall of Xylo, the Indian Automaker came up with Quanto built on the same Xylo platform! And Yes, M&M was able to gain consistent volumes; Food for thought – Quanto+Xylo = 4699 units! Now, that’s Alternative Thinking. Verito faces the Deja vu situation – from over 2k units to near 1k units just within 4 months. The brand had aroused some hopes with its fresh avatar; but the consumer won’t buy that. Its time for M&M to re-work on the branding and try something new. No month can judge the performance of the break-free Bolero. It has been able to maintain the consistency that OEMs couldn’t even dream of – a simple hats off to the brand. Scorpio & XUV had its own set of issues – has the unstoppable Indian challenged their dominance? 😉
· Tata Motors probably gave the worst farewell to Mr. Ratan Tata. With such strong portfolio of cars, the de-growth of over 50% YoY just doesn’t explain! Mr. Mistry & Mr. Slym have a lot to work on – not only on the products; but on the brand in overall.
· GM could not ‘Sail’ the high tides – the new hatchback failed to impress. And post its launch even the capable Beat has fallen to 2.9k figures from 4.5k average. Even Tavera with slight refresh and BS4 offering couldn’t lure much buyers- but is still continuing its 1700 average figures. Also lets have a minute’s silence in the memory of Aveo, Aveo UVA and Optra. The much capable cars were just let off.
· Duster’s performance is matchable to Nasir Jamshed’s contribution to the Pakistan team :p The lone performer is easily uplifting the Renault brand in India and the dealers are more than happy with their cash registers ringing month-on-month. The brand has put forward a stiff competition to the biggies from its divorced M&M stable (Scorpio & XUV). Even Scala is gaining ground on a monthly basis. Pulse, Koleos & Fluence still remains a bet.
· Toyota’s dependence on Innova & Fortuner is increasing over time. The made-for-India Etios & Liva are losing its sheen and the offtake numbers are the testimony of it. Innova successfully makes it to the 7th best selling vehicle in December’12. Kudos! With just over 2k difference from the 4th slot (Tata Motors); Toyota may soon snatch the position in coming months.
list of Top 20 Brands of the month –