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BW Businessworld

A Record Growth

Tata Motors continued its association for the fourth consecutive year with the IPL, giving the brand another big push, and in all, placing it firmly among BW Top 50 Marketers 2021.

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In a challenging year, Tata Motors clocked over 23,000 unit sales every month successively since October 2020. In Q3 FY21, its passenger vehicle business posted its highest sales in the last 33 quarters.

The rise in demand can be attributed to its launches last year, under the New Forever philosophy of the company. This included the hatchback Tata Altroz that had tied up with Indian Premier League 2020 as an Official Partner, and the BS6 Harrier. With all its initiatives, the pandemic year became a hyperactive one for the car manufacturer.

Designed For Customer

As soon as the Covid wave arrested the country, Tata Motors had gotten busy with its contactless sales platform. In April 2020, it set up ‘Click to Drive’, an end-to-end online sales experience enabling customers to buy a Tata Motors car from their homes. The platform was integrated with all Tata Motors dealers from across the country.

In the following month, Tata Motors’ ‘Keys to Safety’ was designed as a package of offers to accelerate its “endeavour of providing safer cars for all”. Vivek Srivatsa, Head - Marketing, Tata Motors Passenger Vehicles Business Unit, explains that this initiative was in response to customers seeking “personal mobility options that are affordable and convenient to avail”.

Srivatsa points out that even in a digital world, auto buying is still “very physical”. “We call it seat-of-the-pants experience. Nothing can replace the test drive of a car, the feel of the steering and the three pedals under our feet. We are hence looking at a practical balance between digital and physical,” he remarks.

As the market opened up hence, Tata Motors undertook several initiatives to assure its customers on it showroom safety. The lead in this was the ‘Sanitised by Tata Motors’ initiative.

“We took the utmost care at all dealerships and service centres to maintain requisite social distancing, minimise physical contact with the vehicles and enhance the levels of sanitisation and hygiene,” explains Srivatsa, adding that this would help customers access the ‘New Forever’ range of its cars and SUVs.

Consistent Drive

Tata Motors continued its association for the third consecutive year with the IPL, giving the brand another big push, and in all, placing it firmly among BW Top 50 Marketers 2021.

Speaking on this, Srivatsa says, “I humbly accept this honour. On behalf of marketers, I have to say it has been a tough year to build consumer confidence and create positivity. To some extent, it has been the unheralded story of getting the country back on track from the marketing side. I have to praise my team for the level of commitment they showed. Being from the Tata Group, we had to balance the way we approach the market, be truly human centric, and work in parallel with other group companies to balance out our marketing pitch alongside the welfare of dealership, plants and customers as well.” Tata Motors has continued its aggressive stance in 2021, with launches such as the all-new Safari already making headlines.