After losing its market share to other car manufacturers over the last few years, Tata Motors is all set to make a comeback with its soon to be launched Zest sedan and the Bolt hatchback. The company has planned many activities for these vehicles and its consumers and is also in the process of changing the brands perception of poor quality to upmarket.
In order to achieve this image, Tata Motors will provide six years warranty – three years warranty will come with the car and the buyer has an option to extend it to three more years. It has also launched a gaming application called “Tata Revotron Challenge”. It is also offering pre-launch test drives to people who are directly or indirectly responsible for sales – this includes dealers and financiers. 24x7 road side assistance will come free with these cars. Tata Motors hasn’t stopped here. It has spent Rs 50 crore on showroom upgrades for around 250 dealerships across the country. About 20 tablets have been provided to each dealer with the pre-loaded Tata Motors app that will visually explain the various features of the cars to the consumers. All these changes have been incurred at a cost of Rs 30 lakh per dealership, of which a large chunk was paid by Tata Motors.
Tata Motors is also helping its channel partners in enhancing their process. Special focus will be put on enhancing the HR practices at dealerships to improve the recruitment, training, rewards and retention process. This entire process is expected to get over by August – the same time when the deliveries of the Zest will begin.
All we can say that these are some big and healthy changes made by Tata Motors. It is trying very hard to change its perception of being the provider of cheap quality products, which we believe was one of the majority reasons for its sales decrease. If everything falls in place, Maruti Suzuki, Hyundai and Honda may have a problem!
