I am starting a new thread on what can Tata do to make a impact on the Indian car industry.
Now you would question me why TATA? Its because, I am ardent TATA fan, and am not liking the way things are turning out for them. Also, I guess TATA employees would be view these forums closely, hence in an attempt (however miniscule) to help them get their due share in the Indian Auto market can you suggest what needs to be done?
TATA from recent reports mentioned that they are planning slew of launches to grab the No.2 spot in India. Will no. of launches be the way or are there some other areas that they have to look into?
Now what I feel, the main issue with TATA (in that order):
1. Perception (Taxi Image)
2. After Sales Service
3. Build quality BUILD QUALITY
Now when it comes to build quality, TML have demonstrated that their products are improving both from specs and features wise(Storme, VistaD90, Manza and Aria) ASS
However, the ASS
is what is still that they need to work upon. I understand it is very difficult to have an overnight revamp of the SALES and SERVICE but,
they need to start implementing policies company wide on actually taking moderate to strict actions on erring Sales/Service centers. PERCEPTION
With the perception, only an out of the box thinking will help them get rid of that image. The recent March2013, Manza offer is good move, but then there are the Rapids and Fabias of the world.
The best way for them is use the negatives to their advantage and work out a strategy.
May be like:
Customise your car (tie up with DCs of the world or may be the BigDaddyCustoms)
Customer buys the basic variant, chooses from the menu of the customisation, and may be pay a premium of around a Lac, and bingo, you have a car which is like no other car. What say??
It could vary from seats to instrument cluster to lights to wheels, to interior color combination as well.
With low sales this could be a perfect way to get people the car they want and get a following. You can't have this work for a car which sells 25K a month. DESIGN
Other point I feel that TML should do is do away with the use of similar deisgns in all models, like that of the headlights design in almost all its car models, be it Vista, Manza and to some extent Aria.
The tail light of Indica, Vista, Aria again similar.
"Plain Jane" styling also seems to working against it. Eg: Vista, Manza, Aria. Safari sports a very agressive front and that seems to be working for them, similarly other cars like Fortuners, XUV, City IVTEC, the new Ford Eco sport all IMO
seem to be agressively styled.
The Vista car shape (though not bad at all) is still 15 year old shape. Need to give people some thing new to look at.
The Facelift should be a drastic one and one should be able to clearly distinguish between old and new at the very first look and not search for the changes.
TML is trying to Foray in the higher segment. In this they should be providing high feature products with a "Rich Appeal". Mind you here the competition is with the likes of Hondas and Toyotas. Plastics should improve and should have rich and slik feel. Now that, JLR is already been taken over, TML should use the expertise of JLR and improve their car designs. Obviously they should not jeopardize the JLR products. This has to be managed by TML.
This is what I feel, let me know your views as well.