According to the World Bank collection of development indicators, the rural population (% of the total population) in India was reported at 65.07%, which is a huge chunk of the country. So to increase the reach of its showrooms in these areas the nation’s second-largest automaker Tata Motors has launched its newest initiative the ‘Anubhav,’ showroom on wheels, a doorstep car buying experience for the rural customers. According to the carmaker, this initiative will help increase reach in Tehsils and Talukas, which have high potential in terms of rural population, and economy.
Tata Motors in its announcement said that to increase brand recognition in rural India, 103 mobile showrooms have been deployed around the country. These mobile showrooms will aid current dealerships in providing consumers with a doorstep sales experience by providing information about the New Forever range of cars and SUVs, accessories, financing options, test drives, and evaluating existing automobiles for exchange.
While commenting on the introduction of this new initiative Mr Rajan Amba, Vice President, Sales, Marketing and Customer Care, Tata Motors Passenger Vehicles Ltd. said, “We are delighted to commence the Anubhav Initiative. This is a significant step towards taking the brand to the hinterland and making our New Forever range of cars & SUVs more accessible while reducing our dependability on the traditionally followed model of a brick-and-mortar facility.
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He further added, “These mobile showrooms will be a one stop solution for rural customers seeking information about our cars, finance schemes, exchange offers etc. They will also derive important consumer insights and data for us to further improve our customer outreach. Rural India sales contributes around 40% to the total passenger vehicles sold in India and with this concept we are confident of expanding our reach, and increasing our customer base in these markets.”
The Anubhav – Showroom on Wheels was created with the help of the Tata Motors Commercial Vehicles Fully Built Vehicles (FBV) Division and is based on the extremely dependable Tata Intra V10. Dealerships will run these mobile showrooms under Tata Motors’ supervision and guidance. All dealerships will set monthly itineraries for these vans to travel on in order to cover the desired community or tehsil. These mobile showrooms are outfitted with GPS trackers to keep track of their movements and maximise their potential.
Apart from this, Tata Motors sold a total of 39,981 automobiles, including 2,846 electric vehicles in the month of February 2022. The ICE portfolio had a robust 38.91 percent increase in volume year over year, while EV sales increased by 478.46 percent. Last month, the Tata Nexon was the most popular model in the brand’s domestic lineup, and it was the fifth most popular passenger vehicle in India. Tata Motors sold a total of 12,259 units of the Nexon in February 2022 which when compared to the same month of 2021 where it sold 7,929 units, achieved a YoY growth of 54.60 percent.
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