Ø Continued product offensive through 2022 with 6 launches
Ø Aims to triple sales over 2021,
setting 2022 as the year for the highest ever sales
Ø Targets to increase customer
touchpoints by more than 25% in 2022
Ø Will introduce new initiatives to
enhance customer satisfaction
Ø On track to achieve sales volumes of
1,00,000 units by 2025
Ø India to be amongst the top ten
markets for ŠKODA AUTO
Mumbai,
January 6th, 2022:
The year 2022 is slated to be the biggest year for ŠKODA AUTO India ever
since its entry into the Indian market in 2001. With a focused market strategy
built around its consistent product launch campaigns, focus on enhancing the after
sales and customer satisfaction drivers and increasing its network presence
across the country, ŠKODA AUTO India plans to triple its annual sales volumes in
2022 and further build on the positive momentum created last year.
From 10,387 cars
sold in 2020, ŠKODA AUTO India achieved a triple digit growth of 130% with 23,858 units sold in 2021. For 2022,
ŠKODA AUTO India aims to triple the 2021 sales volumes, keeping the mid-term
target of 1,00,000 units set for 2025. The growth in 2021 and the projection
for 2022 is based on the successful implementation of the first leg of the
India 2.0 project. A project that involved the development of the MQB A0 IN
platform made specifically for India, that formed the base for the launch of
the KUSHAQ.
With the start
of the new year, ŠKODA AUTO India will be launching the new KODIAQ on January
10, the first of the 6 product actions planned for 2022. Continuing the charge
will be the all-new SLAVIA sedan. Built on the same MQB A0 IN platform as the
KUSHAQ, the SLAVIA will be the torchbearer of ŠKODA AUTO India’s 2022 calendar,
alongside KUSHAQ. Providing further
impetus to the product blitz will be enhancements across the product line-up,
which include updates to the KUSHAQ, OCTAVIA and SUPERB.
Mr. Zac
Hollis, Brand Director, ŠKODA AUTO India said, “I am very happy to share that 2021 has been a Year
of Growth for ŠKODA Auto India. The growth is due to the team’s commitment and
approach towards building a strong customer centric brand. Despite challenges
of the pandemic and a global chip shortage, ŠKODA AUTO India stuck to its
outlook and recorded a 130% growth in 2021. We will build on this strong
momentum and focus on the diverse range of products, with constant product
actions. At the same time, we look to set new standards of customer
satisfaction and further enhance the after sales experience, continue with our network
expansion and treble our sales volume. I am confident that these actions will establish
ŠKODA AUTO India as a player of reckoning in 2022. At the onset of the new year,
we are on track to achieve the goals we have set for ourselves, which
positively reflects our commitment to India.”
New focus
areas on the sales front:
In order to gear
up for the aggressive sales volumes for 2022, the brand will build on new and
existing avenues like its ‘Certified Pre-Owned’ brand, ‘Corporate Sales’ initiatives,
increase penetration in rural markets and also continued focus on dealer manpower
training, which is essential the business operations.
The plan is to activate the ‘Certified Pre-Owned’
brand across all outlets in 2022. There is already a high level of digitalization
in the business process, and the 115 points vehicle evaluation is done by using
the mobile app. On the ‘Corporate Sales’ front, the brand has already
facilitated tie-ups with banks & financial institutes, and has recorded a
127% growth in 2021 over 2020. The objective is to further increase the
corporate sales penetration to around 30% in 2022.
The brand is seeing a surge in the contribution from
rural markets. From around 5% in 2020, the share of sales from rural markets
grew to around 10% in 2021. With the rapid network expansion across the
country, there will be further contribution from the rural markets in
2022.
All the actions on the sales front will mean that the
brand will be amongst the top 10 markets for ŠKODA AUTO a.s. and also will be
in the top 10 OEMs in India, which will be a tremendous feat.
Building on
the Network Expansion:
One of the key pillars of the India 2.0 project was to
substantially increase the network presence across the country. With over 175
touchpoints in 2021 the brand has already increased its presence by almost 50%.
2022 will see further actions on this front with the objective of growing from
175 to 225 touchpoints, which results in growth of more than 25%.
The increase in the service footprint will be an
architect of this growth. The newly introduced Compact Workshop, which
makes aftersales facilities accessible in all rural areas having a sales branch,
will enable the brand to cater to more than 60 rural cities in India in 2022.
Enhancing the
After-sales and Customer Centric actions:
One of the key
areas of focus for the brand has been to keep building on its promise of
customer satisfaction. On the after-sales front, the brand has already taken
several measure towards enriching the customer experience with reduced cost of
ownership. These include a 32% reduction in engine oil prices (gasoline engines) and up to 21% lower overall maintenance costs. The brand
has also taken initiatives to have greater transparency with the service cost
calculator, available on the website. In 2022, there will be efforts in increasing the
trained skill force and improving service quality, introducing new aftersales
programs (loyalty offerings) and building customer confidence through greater
transparency. Initiatives like the Service Cam, mobile service vans and express
service offerings will all help in augmenting the customer experience.
Also fuelling
the growth are ŠKODA AUTO India’s customer innovations and campaigns. Like the
introduction of an Artificial Intelligence ChatBot on the ŠKODA AUTO India
website, WhatsApp and Facebook pages. It is AI that enhances the information
and interactivity levels across platforms that people browse through in the car
purchase decision. Besides, a slew of customer-centric initiatives like the ‘Peace
of Mind’ campaign enabling lower cost of ownership, reduction in parts prices,
accessibility of service centres and the digitalisation of the service process
enveloped ŠKODA AUTO India’s customer activities.
Going into 2022,
ŠKODA AUTO India aims to achieve a leadership position in customer centricity
by its continuous implementation of trainings and programs across all customer
touchpoints.
With major
actions across its product range, sales strategy, network expansion,
after-sales initiatives and focus on customer centricity, ŠKODA AUTO India has a firm strategy in place
to make 2022 its biggest year in India.
FURTHER
INFORMATION
Sunny Arora Saurabh
Dedhia
Product and
Brand Communications Product
and Brand Communications
T - +91 22 3313 7332 T - +91 22 3313 7046
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