For many non Indian visitors being driven around in India is like Russian Roulette, but as we all find out it is our preconceptions that are chalenged and it seems very little damage is done to our bodies – the rate of car sales and the difficulty of providing public infrastructure in some parts of india must make one wonder about the divide between the public good and business interests – in this article we see the Modernist tendency of focusing on the object a car and its appeal to the individual broadened to include its social significance but little or no consideration of its impact on the urban fabric it inhabits – at this stage design still sees its role in a narrow funnel of proving value to individuals and companies profits from where it derives its own functions and income – we have yet to understand the implications of this consumerist approach applied to the rest of the planets population. A good design article by Harsha Kutare at DESIgn MASALA
The Indian automobile industry is set to become the sixth largest passenger vehicle producer in the world, growing 16-18 percent to sell around three million units in the course of 2011-12. The passenger vehicles sales trend has shown an exponential growth in past few years and it is expected to grow further in coming years.
The Indian market presents several challenges to car manufacturers and dealers. After researching a bit online about the current car scene in India and talking to car owners, I came up with the factors that make the Indian car market stand out from others in the world.’
Harsha goes on to describe the factors he sees as influencing the Indian automobile market naming Traffic and Road conditions; Way Finding; Huge numbers of first time buyers; Financial factors; Social Influencers; Cultural Significance/Unique features as areas which make the Indian market different from others
Social Influencers: There is lot of social influence from friends, family or relatives when it comes to buying a car. Buyers reach out to their social circle for recommendations regarding car models and dealerships. Some of the online platforms that are influencing people’s buying decision arewww.carwale.com, www.teambhp.com, www.autocarindia.com, www.cardekho.com
Cars make a statement about the owner’s personality hence buyers are very cautious about the cars that they pick. Brands also play a vital part in projecting a brand image for e.g. Honda equals Pride, Mahindra is seen as a rugged brand and Maruti Suzuki equals good value for money whereas Mercedes signifies luxury. Brands carefully pick actors, sportspersons or celebrities as their brand ambassadors as Indian consumers, mainly youth is influenced by testimonials of celebrities.
First cars for most of the buyers are mid range hatchbacks. In most cases the buyer is the first person in the family to own a car. He takes his driving lessons from a driving school and prefers something easy to maneuver within the city with low maintenance costs and a great mileage.