Arvind Saxena, Director, Sales & Marketing, Hyundai Motors India explains the importance of dealers to Hyundai’s Indian operations and his company’s expansion plans to B&E’s Pawan Chabra
There is no denying the fact that over the past decade, Hyundai has always been regarded as one of the strongest competitors to the market leader (Maruti Suzuki) in the Indian market. There was a time, when the Indian auto fraternity was only abuzz with tales of Maruti, its affordable offerings and a strong distribution and service network. Hyundai challenged their dominance by rolling out its blockbuster Santro and building a robust distribution system in the country. Arvind Saxena, Director, Sales and Marketing, Hyundai Motors India, explains to B&E how the company’s distribution (retail) network has been the secret spice that helped cook the success dish for Hyundai in India.
B&E: There was a time when car manufacturers in India were disinterested to build world-class retail outlets. The outlets were simply places to close a sale, with inadequate/bad infrastructure and almost no displays of vehicle models. The situation has changed today. What prompted the change?
Arvind Saxena (AS): I think the first reason to that will be that the volume in the industry has grown manifold over the past years. This has given the dealers the confidence that the investments in infrastructure of their auto retail outlets are good bets. Secondly, the dealers in the recent past and today also expect that the market will continue to grow strongly even in the future, which again encourages them to invest more to match the quality and volume that helps them keep pace with the growing market.
There is no denying the fact that over the past decade, Hyundai has always been regarded as one of the strongest competitors to the market leader (Maruti Suzuki) in the Indian market. There was a time, when the Indian auto fraternity was only abuzz with tales of Maruti, its affordable offerings and a strong distribution and service network. Hyundai challenged their dominance by rolling out its blockbuster Santro and building a robust distribution system in the country. Arvind Saxena, Director, Sales and Marketing, Hyundai Motors India, explains to B&E how the company’s distribution (retail) network has been the secret spice that helped cook the success dish for Hyundai in India.
B&E: There was a time when car manufacturers in India were disinterested to build world-class retail outlets. The outlets were simply places to close a sale, with inadequate/bad infrastructure and almost no displays of vehicle models. The situation has changed today. What prompted the change?
Arvind Saxena (AS): I think the first reason to that will be that the volume in the industry has grown manifold over the past years. This has given the dealers the confidence that the investments in infrastructure of their auto retail outlets are good bets. Secondly, the dealers in the recent past and today also expect that the market will continue to grow strongly even in the future, which again encourages them to invest more to match the quality and volume that helps them keep pace with the growing market.
B&E: But you mentioned nothing about the evolved demands of the Indian consumer, who has over time displayed an increased appetite for superior ambience at any retail outlet?
AS: The Indian consumer has surely moved on with times and is today, certainly more mature than he was a few years back. Since the very beginning, we also have been quite aware of this fact, and being a strong competitor in the Indian auto market, have constantly worked towards aligning ourselves as per the demands of the consumers.
AS: The Indian consumer has surely moved on with times and is today, certainly more mature than he was a few years back. Since the very beginning, we also have been quite aware of this fact, and being a strong competitor in the Indian auto market, have constantly worked towards aligning ourselves as per the demands of the consumers.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri's Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM's Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
