Tata Motors set to revamp dealerships
Tata Motors showrooms will sport a fresh look and turn more technology-enabled in the next two months as the firm tries to attract younger customers interested in its new models, two people aware of the plans said.
This is the second facelift for Tata Motors showrooms in the last three years. Ahead of the launch of its Zest sedan and Bolt hatchback in 2014, the company had revamped its showrooms.
“Tata Motors wants its dealerships to reflect and reinforce the changing perception of its car brands, and pave way for newer launches,” the first of the two persons cited above said on the condition of anonymity.
Though Zest and Bolt could not do much to change the ‘taxi brand’ perception of Tata cars, newer models like the Tiago hatchback, Tigor compact sedan and Hexa SUV with contemporary styling and better quality and performance have helped. In the June quarter, sales of Tata Motors passenger vehicles rose to 3,859 units from 2,917 a year ago, according to the Society of Indian Automobile Manufacturers.
Tata Motors’ marketing head Vivek Srivastava confirmed the plan. “With our new generation of cars like Tiago, Tigor and Hexa, we are seeing younger customer profiles buying our brands. We want to provide a seamless purchase experience for today’s techsavvy digital customers. So, we are looking at various options at the moment on how innovatively and effectively we integrate the technology at our sales touch points,” Srivastava said in an emailed response.
As part of the plan, it is looking to reduce collateral (printed or electronic information used to encourage people to buy a product) and keep the dealership spaces clean. “We do not have anything specific to confirm at the moment but we are working towards providing a personalised experience to our young customers,” Srivastava said. The initiative will be rolled out in two months ahead of the launch of Nexon, a compact SUV expected to go on sale by year-end.