81

A
Project report
On

Consumer Behavior And The Awareness Regarding Automobile Sector
Submitted in partial fulfillment the for
Award of degree of
Master of Business Administration
Submitted by: Submitted To:
Satish Kumar Tatwal Ms. Rachna Dixit
MBA IVth Sem Asst. ro!essor
"#$"%"#$&
S.S 'ain Subodh Mana(ement Institute) 'ai*ur
81
G!"# C#RT"$"CAT#
This is to certif% that Satish &umar Tatwal student of MBA fourth semester of S'S' (ain
Subhodh Management "nstitute) (aipur has submitted his pro*ect titled Consumer
Behavior And The Awareness Regarding Automobile Sector on the given due
date' !uring his wor+ )he was found to be a competent , hard wor+ing student' " wish him
all the best for the future endeavors'
Ms' Rachna !i-it
.ASS/C"AT# 0R/$#SS/R1
81

0R#$AC#
The project is based on Consumer Behavior And The Awareness Regarding
Automobile Sector. The project took 15 days for completion. The main motive of
project report was to enhance my expertise and extensive knowledge gained thro!gh
my co!rse" by applying it practically to the market of a!tomobile #aip!r.
The project has been completed by collecting the primary data by interviewing the
vario!s ind!strialist of #aip!r. $econdary data was also !sed as per the availability from
different so!rces. n all the st!dy was to find o!t at which geographical area the potential
c!stomer may exist and also to st!dy the cons!mer behavior regarding a!tomobile
sectors.
%!ring the project" learnt the proced!res and vario!s other aspects of marketing of
a!tomobile by applying theoretical knowledge and concepts to the best.
&eedless to say" errors and omissions are bo!nd to occ!r.
'ast b!t not the least" am gratef!l to all those who happened to be a part of the
s!ccessf!l completion of this Project and my mind and heart for going hand in hand(
Satish Kumar Tatwal
81
AC&2/34#G#M#2T
When you give yourself, you receive more than you give.
The concepts learnt in academics are of no importance !ntil they are practically
applied. n today)s world it is imperative for the st!dents of any Post* +rad!ate
co!rse to keep pace with the changing technology innovations taking place
across the world. n alignment with this" prepared a project ,eport after my -
rd
semester of ./A.
wo!ld like to express my sincere gratit!de to Ms' Rachna !i-it for giving me
the opport!nity to work with his esteemed organi0ation..
wo!ld also like to thank my parents and friends those who have given their
s!pport 1 contrib!tion" whenever re2!ired.
3inally and most important wo!ld like to thank to fac!lty of $.$. #ain $!bodh
.anagement nstit!te" #aip!r to provide me with s!ch an opport!nity that has
enhanced my learning hori0on 'ast b!t not least" thank the almighty" and may
he stand with all of !s.
Satish Kumar Tatwal
81
#5#CT"6# SMMAR7
Customer mapping is the 4asiest 5ay to dentify 5here 6o!r 7!stomers 7ome
3rom and 5ho They Are.
Customer Mapping Anal%sis ma% include8
8 A c!stomer profile to !nderstand where to find more like them.
8 .arket penetration and market share reports showing performance in existing .arkets
and expected performance in new markets.
8 .arket ranking reports allowing company to prioriti0e reso!rce deployment intonew
markets
Customer Mapping helps to +now mar+et potential b% using following
steps89
Map Customer 4ocations
7reate a 9pin map9 of where yo!r c!stomers live. 3ind o!t at a glance what parts of town
yo! draw from and where to advertise. f yo! have yo!r names and addresses in a data
file" yo! can order right now with no payment re2!ired in advance.
"dentif% 7our Trade Area
.ap yo!r c!stomers to see what yo!r trade area is. 7ompare yo!r c!stomers with the
market potential to see yo!r market penetration.
!efine Customer 0rofile
Once yo! have yo!r c!stomers mapped" yo! can analy0e the demographic
characteristics and define a profile of yo!r best c!stomers. 3rom this it is a short step to
finding more potential c!stomers like them.
Target 7our Advertising
+iven yo!r trade area" and yo!r c!stomer profile" yo! can foc!s advertising to the places
and media that are most likely to hit yo!r target market.
81
C/2T#2TS
Page no.
Chapter:
"2TR/!CT"/2 T/ T;# 0R/(#CT :
"2TR/!CT"/2 T/ AT/M/B"4# ;"ST/R7 1-
Chapter<
"2TR/!ST"/2 T/ 6/4&S3AG#2 GR/0 1;
<$TO,6 O3 =O'>$5A+4& ?@
Chapter=
6/4&S3AG#2 "2 "2!"A -?
&T,O%A7TO& TO $<A>A& .OTO,$ P=T 'T% -B
P,O%A7T P,O3'4 3O, .O%4'$ A=A'A/'4 &
&%A
=>
Chapter?
/B(#CT"6#S /$ T;# ST!7 @A
R#S#ARC; M#T;/!/4/G7 BC
A2A47S"S B@
Chapter@
C/2C4S"/2 D>
4"M"TAT"/2S DA
R#C/MM#2!AT"/2 >C
E#ST"/2A"R# >:
B"B4"/GRA0;7
81
81
"2TR/!CT"/2 T/ T;# 0R/(#CT
The project title is CST/M#R 0R/$"4# A2! MA00"2G T/ 2!#RSTA2! T;#
C/2SM#R B#;A6"/R A2! A3AR#2#SS R#GAR!"2G AT/M/B"4# S#CT/R
7!stomer mapping is also known as geographical market analysis and it is the 4asiest
5ay to dentify 5here 6o!r 7!stomers 7ome 3rom and 5ho They Are. This project
foc!ses on to know the profile and from which geographical part of #aip!r.The potential
c!stomer of =olkswagen cars can be and what is the cons!mer behavior of vario!s !sers
of cars like how many cars do they have and after how m!ch do they like to change their
cars. The whole s!rvey has been done in vario!s parts of #aip!r city like .ogara =illage"
/anar Army Area" Old Pali ,oad" &ew Pali ,oad" nd!strial Area" <o!sing /oard" $astri
&agar etc.
$o" in this research st!died the mapping of the c!stomers and behavior of the
c!stomers.
$o" overall it was great learning experiences for me to get s!ch introspect abo!t
a!tomobile ind!stry and vario!s aspects related to its marketing strategy.
81
Customer Mapping
7!stomer mapping shows organi0ations which neighborhoods and markets they are
serving with their prod!cts. The res!lts of c!stomer mapping can often be s!rprising
and show trends that were otherwise !nknown.
n addition" c!stomer mapping can be applied not only to an entire client database" b!t
also to selected kinds of c!stomers s!ch asC
Those who have bo!ght certain prod!cts" or certain services
Those whose p!rchases exceed a specified amo!nt
To gain the greatest val!e from 7!stomer mapping" it can be combined with market
share analysisto reveal the strongest areas that are being reached" and those that are
not being reached.
Strategies for Customer Mapping
5hat is a geographic market worth to yo!r b!sinessD .apping Analytics will help yo!
find the answer. .arket potential can be expressed as a f!nction ofC
The n!mber of c!stomers p!rchasing
Amo!nt p!rchased
3re2!ency of p!rchase
n other words" market potential E Fhow many G how m!ch G how oftenH
Bottom p or Top !own Mar+et Anal%sisF
t all depends on yo!r specific needs. .apping Analytics can advise yo! on the best
approach to si0ing any market. 5e employ vario!s methodologies and data sets to get
yo! the answers yo! need.
81
A bottom up approach to market si0ing starts with yo!r c!stomers. <ow m!ch
and often do they b!yD 5hat is their profileD <ow many potential c!stomers do
yo! have in the market based on yo!r c!stomer profilesD <ow can yo! reach
themD
A top down approach starts with market and ind!stry data. t takes a close look
at a geographic market area and profiles the cons!mers andIor b!sinesses to
let yo! know their propensity to b!y yo!r prod!cts and services.
.apping Analytics has expertise in both these approaches to market si0ing. 5e also
have a wealth of data so!rces thro!gh partnerships with the best data providers in the
ind!stry. 5e can match the right data for market analysis to yo!r b!siness and market
strategy.
Cluster Anal%sis for Customer Mapping
5e often !se lifestyle cl!stering systems to si0e cons!mer markets. 7l!stering
systems operate !nder the premise that 9birds of a feather flock together.9 That means
people with similar b!ying behaviors and demographic profiles tend to live close
together. This helps yo! identify neighborhoods or markets where yo!r potential is
highest.
7l!ster analysis identifies key segments in the pop!lation that are more likely to
p!rchase yo!r prod!cts than the average cons!mer.
>nowing in which cl!sters people reside provides a reasonable means of
!nderstanding and predicting how they will behave.
Anderstanding which cl!sters are more likely than others to p!rchase allows
better targeting.
7l!sters are tied to geography" allowing yo! to identify and prioriti0e
neighborhoods" trade areas and markets.
Access Mar+et /pportunit%
.arket analysis services from .apping Analytics will provide the key intelligence
weneed to rank and prioriti0e markets. 5e will knowC
8 The top new geographic markets to target based on c!stomer or reven!e potential
81
8 5hich markets where we c!rrently do b!siness have !ntapped potential+aining this
market !nderstanding is essential to growing and expanding o!r b!siness. /!t it isnJt
eno!gh on its own.
!emographic Site Selection
5hen we work with .apping Analytics" we will discover that demographic site
selection
'eads to a so!nd b!siness site selection decision. 5e incl!de a series of important
analyses when helping we select new sites" incl!dingC
8 7!stomer profiling
8 .apping c!stomer locations
8 7ompetitive analysis
8 Trade area development and mapping
8 %emographic" 7ens!s" and market data analysis
8 .arket potential analysis
Customer 0rofiling
7!stomer profiling services from .apping Analytics create descriptive segments or
gro!ps of yo!r c!stomers. 4ach segment has specific defining characteristics. A
c!stomer segment is not as simple as applying a demographic label" s!ch as 9women
age K5*5K9 or 9b!sinesses with reven!e LM5@@ million.9
Those descriptions alone wonJt tell yo! eno!gh abo!t yo!r c!stomer. 3or example" not
all women age K5*5K have the same tendency to p!rchase yo!r prod!cts. $o a profile
like this may not help yo! m!ch" and yo! may waste reso!rces marketing and selling
to the wrong people.
ThatJs why .apping Analytics takes a more comprehensive and disciplined approach
to c!stomer profiling. 5e !se yo!r own c!stomer data" lifestyle cl!ster data" and
analytical techni2!es. The res!lt is a more acc!rate description of yo!r c!stomer that
can be !sed to identify areas where yo! can find more of yo!r best c!stomers.
3hat Goes "nto a Customer 0rofile
5hat makes !p a c!stomer profileD t depends on whether yo!r c!stomers are
81
b!sinesses or cons!mers. n either case" yo! typically start with yo!r own c!stomer
data Fs!ch as location" p!rchases" spending vol!meH" append additional cons!mer or
b!siness data" then gro!p into segments that share similar characteristic
Mapping Customer Attitudes
/y 7liff Allen" 7lickN" Oct 1;" ?@@@
<owever" itJs hard to predict which car someone will b!y j!st by knowing demographic
characteristics. 5hile one person of a certain age" income level" and family sit!ation
may drive an expensive imported car" his next*door neighbor might share the same
demographic profile and drive an inexpensive domestic car. Th!s" the demographic
data doesnJt explain the difference in a!tomotive preferences. /!t !nderstanding the
differences in how these two cons!mers perceive the feat!res and benefits of
a!tomobiles co!ld help marketers !nderstand their needs and interests and which
cars they are likely to prefer.
/y s!rveying cons!mers abo!t their attit!des toward the leading prod!cts in a market"
marketers can map c!stomersJ dominant attit!des toward prod!cts. .arket research
companies s!ch as $immons cond!ct detailed interviews to gather the data needed to
identify cl!sters of b!yer attit!des.
81
"2TR/!CT"/2 /$ AT/M/B"4# "2!STR7
The a!tomobile ind!stry has changed the way people live and work. The earliest of
modern cars was man!fact!red in the year 1:O5. $hortly the first appearance of the car
followed in ndia. As the cent!ry t!rned" three cars were imported in .!mbai FndiaH.
5ithin decade there were total of 1@?5 cars in the city.
The dawn of a!tomobile act!ally goes back to K@@@ years when the first wheel was !sed
for transportation in ndia. n the beginning of 15th cent!ry" Port!g!ese arrived in 7hina
and the interaction of the two c!lt!res led to a variety of new technologies" incl!ding the
creation of a wheel that t!rned !nder its own power. /y 1B@@s small steam*powered
engine models was developed" b!t it took another cent!ry before a f!ll*si0ed engine*
powered vehicle was created.
/rothers 7harles and 3rank %!ryea introd!ced the act!al horseless carriage in the year
1:O-. t was the first internal*comb!stion motor car of America" and it was followed by
<enry 3ord)s first experimental car that same year.
One of the highest*rated early l!x!ry a!tomobiles was the 1O@O ,olls*,oyce $ilver +host
that feat!red a 2!iet B*cylinder engine" leather interior" folding windscreens and
hood" and an al!min!m body. 7ha!ffe!rs !s!ally drove it and emphasis was on
comfort and style rather than speed. %!ring the 1O?@s" the cars exhibited design
refinements s!ch as balloon tires" pressed*steel wheels" and fo!r*wheel brakes.
+raham Paige %7 Phaeton of 1O?O feat!red an :*cylinder engine and an al!min!m
body.
The 1O-; Pontiac %e '!xe sedan had roomy interior and rear*hinged back door that
s!ited more to the needs of families. n 1O-@s" vehicles were less boxy and more
streamlined than their predecessor was.
The 1OK@s saw feat!res like a!tomatic transmission" sealed*beam headlights" and
t!beless tires. The year 1O5; bro!ght powerf!l high*performance cars s!ch as
.ercedes*/en0 -@@$'. t was b!ilt on compact and styli0ed lines" and was capable of
?-@ kmph F1KK mphH.This was the ndian a!tomobile history" and today modern
cars are generally light" aerodynamically shaped" and compact.
81
$acts , $igures
The a!tomobile ind!stry in ndia is on an investment overdrive. /e it passenger car or
two*wheeler man!fact!rers" commercial vehicle makers or three*wheeler companies *
everyone appears to be in a scramble to hike prod!ction capacities. The co!ntry is
expected to witness over ,s -@"@@@crore of investment by ?@1@.
<y!ndai will also be !nmasking the =erna and a brand new diesel car. +eneral .otors
will be la!nching a mini and may be a compact car.
.ost of the companies have made their intentions clear. .ar!ti Adyog has set !p the
second car plant with a man!fact!ring capacity of ?.5lakh !nits per ann!m for an
investment of ,s B"5@@ 7rore F,s -"?@@ 7rore for diesel engines and ,s ?";1: 7rore for
the car plant itselfH.
<y!ndai and Tata .otors have anno!nced plans for investing a similar amo!nt over the
next - years. <y!ndai will bring in more than ,s -":@@ 7rore to ndia.
Tata .otors will be investing ,s ?"@@@ 7rore in its small car project.
+eneral .otors will be investing ,s 1@@ 7rore" 3ord abo!t ,s -5@ 7rore and
Toyota anno!nced modest expansion plans even as <onda $iel has earmarked ,s
-"@@@7rore over the next decade for ndia * a si0eable ch!nk of this sho!ld come by ?@1@
since the company is also looking to enter the l!crative small car segment.
.Talking abo!t the commercial vehicle segment" Ashok 'eyland and Tata .otors
have each anno!nced well over ,s 1"@@@ 7rore of investment. .ahindra 1
.ahindra)s joint vent!re with nternational Tr!cks is expected to see an inf!sion of at
least ,s 5@@ 7rore. nd!stry performance in ?@@:*@O
The ndian a!tomotive market managed to stand !p to the vagaries of the economic
meltdown to show slightly growth d!ring fiscal ?@@:*@O. Overall vehicle sales at
O;.?-lakh grew @.;1 per cent from OB.5Klakh !nits in ?@@;*@:.
5hen major a!tomotive markets reported a -@*K@ per cent decline" only a handf!l of
co!ntries managed to show growth. A few months ago" ndia was looking at negative
growth b!t has t!rned aro!nd. t is act!ally better than expected.
Passenger vehicle sales at 15.51lakh registered flat growth while commercial vehicle
sales showed a ?1 per cent drop.
S"AM has a positive o!tlook for the c!rrent financial year. 5hile it foresees a ;*: per cent
growth for the commercial vehicle segment" the ind!stry body predicts a -*5 per cent
growth for passenger vehicles
81
The passenger vehicle market has weathered the downt!rn largely d!e to market leader
.ar!ti $!0!ki which holds K: per cent of the market. The compact car giant clocked
;.??lakh !nits for ?@@:*@O. 7losest rival <y!ndai .otor ndia sold ?.KKlakh cars" a growth
of 1- per cent.
.ost premi!m carmakers saw vol!mes shrink last fiscal. Toyota >irloskar .otor)s
n!mbers fell 15 per cent to KB":O? !nits while 3ord ndia)s sales were down 1; per cent
to ?;"O;B !nits. <onda $iel 7ars ndia also saw a 1; per cent drop at 5?"K?@ !nits while
+eneral .otors ndia was down : per cent to B1"5?B !nits.
Among commercial vehicle makers" all major players saw s!bstantial fall in vol!mes.
.arket leader Tata .otors with a B@ per cent pl!s share" showed ?? per cent drop in
n!mbers at ?.-K lakh !nits while Ashok 'eyland showed -; per cent drop at K;"B-?.
4ither)s sales vol!me fell -; per cent at 1;"-K1 !nits and 3orce .otors was down ?: per
cent at ;":1O !nits. PThe freight movement is !nlikely to improve this fiscal which will
impact tr!ck sales.
81
81
"2TR/!CT"/2 T/ 6/4&S3AG#2 GR/0
T%pe80ublic Compan%
;eadGuarters8German%
"ndustr%8Automotive
0roducts8Cars) Truc+s
Revenue8 H:@A'= billion .20131
/perating income8H:>'A billion .<C:=1
0rofit8H:@'? billion .<C:=1
#mplo%ees8 =AA)=>C.<C:=1
6ehicle brand companies
Audi
Bentle% motors ltd'
Bugatti automobile
Subsidiaries8 4amborghini
Seat
S+oda auto
Scania
6ol+swagen passenger car
6ol+swagen commercials vehicles
0orsche
Man Se
3ebsite8 www'vol+swagenag'com
81
"2TR/!CT"/2 T/ 6/4&S3AG#2
T%pe8Subsidiar% of 6ol+swagen group
$ounded8Ma% <>) :A=D
$ounders8$erdinand 0orsche) Adolf ;itler
;eadGuartersC 3olfsburg) German%
Area served8 3orldwide
&e% people8
.artin 5interkorn
F7hairman of board of managementH
81
"ndustr%8 A!tomotive
Members of the Board of Management of 6ol+swagen AG
!r' rer' pol' h' c' $rancisco (avier
Garcia SanI
3!nctional ,esponsibility
JProc!rementJ
Prof. %r. rer. pol. #ochem
<ei0mann
3!nctional ,esponsibility
J+ro!p 7ommercial =ehiclesJ
Christian &lingler
3!nctional ,esponsibility
J$ales and .arketingJ
.ember of the /oard of .anagement
of the =olkswagen brand
%r.*ng. 4. h. .ichael .acht
3!nctional ,esponsibility
J+ro!p Prod!ctionJ
0rof' !r' rer' pol' ;orst 2eumann
3!nctional ,esponsibility
J<!man ,eso!rces and Organi0ationJ
;ans !ieter 0Jtsch
3!nctional ,esponsibility
J3inance and 7ontrollingJ"
7hief 3inancial Officer of
Porsche A!tomobil <olding
$4
Rupert Stadler
7hairman of the /oard of .anagement
of A!di A+

81
0roducts8 7ars" Tr!cks
3ebsite8 =olkswagen.com
3orldwide location of various 6ol+swagen plants
"n German) K6ol+sL pronounced as .fol+s1) means people and
K3agenL means KCarL' ;ence8
6ol+swagen means MpeopleNs carM in German) in which it is
pronounced Ofl+svaPnQ'
ts c!rrent tagline or slogan is %as A!to Fin 4nglish The 7arH.
ts previo!s +erman tagline was A!s 'iebe 0!m A!tomobil" which translates
toC /ut of 4ove for the Car" or" $or 4ove of the Automobile" as translated
by =5 in other lang!ages.
;istor% of 6ol+swagen
Adolf ;itler had a keen interest in cars even tho!gh he did not li+e to drive. n 1O--"
shortly after taking over as leader of +ermany" he teamed !p with $erdinand 0orsche to
81
make changes to PorscheJs original 1O-1 design to make it more s!ited for the working
man. ;ans 4edwin+a disc!ssed his ideas with $erdinand 0orsche" who !sed many
Tatra design feat!res in the 1O-: 9>d3*5agen9" later known as the =5 >QferRor
=olkswagen /eetle. 5hen 7hrysler bro!ght o!t the 1O-K %e$oto Airflow co!pe" its
design enabled Mr' 0orsche to finali0e his design of the /eetle. On ?? #!ne 1O-K" !r'
$erdinand 0orsche agreed to create the M0eopleNs CarM for ;itlerNs mother.
After some time" they planned to change some feat!res regarding vario!s aspects.
These changes incl!ded better f!el efficiency" reliability" ease*of*!se" and economically
efficient repairs and parts. The intention was that ordinary 4!ropeans wo!ld b!y the car
by means of a savings scheme .MSave five Mar+s a wee+) if %ou want to drive %our
own carM1" which aro!nd --B"@@@ people event!ally paid into. The =5 car was j!st one
of many >d3 programmes which incl!ded things s!ch as to!rs and o!tings. The prefix
M6ol+sM.M0eopleNsM1 was not j!st applied to cars" b!t also to other prod!cts in 4!ropeS
the 9=olksempfQnger9 radio receiver for instance. On ?: .ay 1O-;" the Gesellschaft Iur
6orbereitung des !eutschen 6ol+swagens was established by the !eutsche
Arbeitsfront. t was later renamed M6ol+swagenwer+M on 1B $eptember 1O-:.
=5 Type :?4
#rwin &omenda) the longstanding A!to Anion chief designer" developed the car body of
the prototype" which was recogni0ably the Beetle we know today. t was one of the first
to be evolved with the aid of a wind t!nnelS !nlike the 7hrysler Airflow" it wo!ld be a
s!ccess.
&ew factory started
81
The b!ilding of the new factory started ?B .ay 1O-: in the new town of >d3*$tadt" now
called 3olfsburg" which had been p!rposely b!ilt for the factory workers. This factory
only prod!ced a handf!l of cars by the time war started in 1O-O. &one were act!ally
delivered to any holder of the completed saving stamp books" tho!gh one T%pe :
Cabriolet was presented to ;itler on <C April :A=> .his ?Ath birthda%1.
At the times of 1
st
world 5ar" =olkswagen 5ar meant prod!ction changed to military
vehicles" the Type :? >Tbelwagen .MBuc+et carM1 !tility vehicle F=5Js most common
wartime modelH" and the amphibio!s $chwimmwagen which were !sed to e2!ip the
+erman forces.
/y 1OKB the factory was prod!cing 1"@@@ cars a month" a remarkable feat considering it
was still in disrepair. %!e to roof and window damage" rain stopped prod!ction and steel
to make the cars had to be bartered for new vehicles.
6ol+swagens were first e-hibited and sold in the nited States in :A?A) but onl%
sold two units in America that first %ear' On its entry to the A.$. market" the =5 was
briefly sold as a 9=ictory 5agon9. =olkswagen of America was formed in April 1O55 to
standardi0e sales and service in the Anited $tates. Prod!ction of the Type 1 =olkswagen
/eetle increased dramatically over the years" the total reaching one million in 1O55.
$ales soared R d!e in part to the famo!s advertising campaigns by &ew 6ork
advertising agency !o%le) !ane Bernbach' 'ed by art director ;elmut &rone) and
copywriters (ulian &oenig and Bob 4evinson) =olkswagen ads became as pop!lar as
81
the car" !sing crisp layo!ts and witty copy to l!re the yo!nger" sophisticated cons!mers
with whom the car became associated. %espite the fact it was almost !niversally known
as the /eetle For the /!gH" it was never officially labeled as s!ch by the man!fact!rer"
instead referred to as the Type 1. The first reference to the name /eetle occ!rred in A.$.
advertising in 1OB:" b!t not !ntil 1OO: and the +olf*based &ew /eetle wo!ld the name be
adopted by =olkswagen.
=olkswagen was in serio!s tro!ble by 1O;-. /eetle sales had started to decline rapidly in
4!ropean and &orth American markets. The company knew that /eetle prod!ction had
to end one day" b!t the con!ndr!m of replacing it had been a never*ending nightmare.
=5Js ownership of A!di I A!to Anion proved to be the key to the problem * with its
expertise in front*wheel drive" and water*cooled engines which =olkswagen so
desperately needed to prod!ce a credible /eetle s!ccessor. A!di infl!ences paved the
way for this new generation of =olkswagens" known as the Polo" +olf and Passat.
=olkswagen +olf" sold as the rabbits in A$A
5hile =olkswagenJs range of
cars soon became similar to that of other large 4!ropean a!tomakers" the +olf has been
the mainstay of the =olkswagen line!p since its introd!ction" and the mechanical basis
for several other cars of the company. There have been six generations of the
=olkswagen +olf" the first of which was prod!ced from the s!mmer of 1O;K !ntil the end
of 1O:- Fsold as the ,abbit in the Anited $tates and 7anada and as the 7aribe in 'atin
AmericaH. t wo!ld be prod!ced in the Anited $tates as the ,abbit !ntil the spring of
1O:K. The second*generation +olf hatchbackI#etta sedan ran from late 1O:- to late
1OO1" and a &orth American version prod!ced in Pennsylvania went on sale at the start
of the 1O:5 model year.
81
n the 1O:@s" =olkswagenJs sales in the Anited $tates and 7anada fell dramatically"
despite the s!ccess of models like the +olf elsewhere. The #apanese and the Americans
were able to compete with similar prod!cts at lower prices. $ales in the Anited $tates
were ?O-"5O5 in 1O:@" b!t by 1O:K they were down to 1;;";@O.
=olkswagen had entered the s!per*mini market in 1O;B with the 6ol+swagen 0olo" a
stylish and spacio!s three*door hatchback designed by Bertone. t was a strong seller in
5est +ermany and most of the rest of 5estern 4!rope" being one of the first foreign
small cars to prove pop!lar in /ritain. The second generation model" la!nched in 1O:1
and sold as a hatchback and 9co!pe9 Fwith the hatchback resembling a small estate car
and the co!pe being similar to a conventional hatchbackH" was an even greater s!ccess
for =olkswagen. t was facelifted in 1OO@ and was still selling well after 15 years" when it
was replaced by the third generation Polo in 1OOK.
The =olkswagen &ew /eetle concept" especially in &orth America.
n 1OOK" =olkswagen !nveiled the (9
ma%s*designed 7oncept One" a 9retro9*themed car with a resemblance to the original
/eetle b!t based on the Polo platform. ts genesis was secret and in opposition to =5
management" who felt it was too backward*looking. .anagement co!ld not deny the
positive p!blic response to the concept car and gave the green*light to its development
as the &ew /eetle. The prod!ction car wo!ld be based on the +olf rather than the Polo"
beca!se the Polo frame was too small for the car to pass crash test standards in the A.$.
t has been 2!ite pop!lar in the &orth America and is now gaining in the 4A.
81
=olkswagen gro!p R the =olkswagen /ora Fthe sedan" still called #etta in the A$AH" &ew
/eetle" $4AT Toledo" $4AT 'eUn" A!di A-" A!di TT and $koda Octavia. <owever" it was
beaten into third place for the 1OO: 4!ropean 7ar of the 6ear award by the winning Alfa
,omeo 15B and r!nner*!p A!di AB.
n the late O@s =olkswagen acGuired the three l!x!ry brands 4amborghini Fthro!gh
A!diH" Bentle% and Bugatti which were mainly d!e to $erdinand 0iech and added to the
gro!p portfolio.
=olkswagen in ?@@5" despite challenges" still maintained &orth American sales of
??K"1O5Ra dramatic increase from the low in 1OO- when A$ sales totaled only KO"5--
vehicles.=5 plans to close o!t the decade with the release on several new vehicles
worldwide and a barrage of advertising.
The 3ifth*+eneration +olf
=olkswagen is recogni0ed as one
of the leading small diesel engine man!fact!rers" and is partnering with Mercedes and
other companies to market BlueTec clean diesel technolog%" calling it Blue9Motion.
=olkswagen has offered a n!mber of its vehicles with a T!" .Turbocharged !irect
"n*ection engine1) which lends class*leading f!el economy to several models. According
to the Anited $tates 4nvironmental Protection Agency" four of the ten most fuel
efficient vehicles available for sale in the A.$. in ?@@K were powered b% 6ol+swagen
diesel engines
#lectric and alternative fuel vehicles8
81
Clean diesel
A Blue Motion 6ol+swagen 0olo
=olkswagen has been selling clean diesel*powered engines for the #uropeanmarket
since ?@@-. =5 developed Turbocharged !irect "n*ection FT%H technology for diesel
engines" and it offers a wide array of T% powertrains. As modern diesel fuel econom% is
-@ percent higher than gasoline engines" a proportional red!ction ofgreenhouse gases
emissions is achieved with clean diesel technology. =olkswagen is also developing
h%brid technology for diesel*electric. A 63 Golf t!rbo*diesel hybrid concept car was
exhibited in the ?@@: Geneva Motor Show" which has a f!el economy of ;@ mpg F-.-
liters per 1@@ kmH.
#lectric vehicles8
=olkswagen and $anyo have teamed !p to develop a hybrid vehicle battery system.
=olkswagen boss .artin 5interkorn has confirmed the company plans to b!ild compact
hybrid vehicles. There will definitely be compact hybrid models" s!ch as Polo and +olf"
and witho!t any great delayV" with gasoline and diesel engines.
$le-ible9fuel vehicles
81
The ?@@- =5 +ol 1.B Total 3lex was the first f!ll flexible*f!el vehicle la!nched in /ra0il"
capable of r!nning on any blend of gasoline and ethanol F41@@H.
6ol+swagen Group owns nine active automotive
companies8
Audi 8 OO.55W ownershipS the A!di mar2!e is the sole active brand of the
former A!to Anion" bo!ght from %aimler*/en0 on -@ %ecember 1OBK.
Automobili 4amborghini8)1@@W ownership by A!di A+S company
was bo!ght in #!ne 1OO:.
81
Bentle% Motors 4imited)8 1@@W ownership by =olkswagen A+S the
company Fat the time known as ,olls*,oyce 1 /entley .otors 'td.H was bo!ght on
?: #!ly 1OO: from =ickers" b!t did not incl!de the J,olls*,oyceJ brand name. The
,olls*,oyce mar2!ee was s!bse2!ently restarted by /.5 who had licensed the
brand from ,olls*,oyce plc.
Bugatti Automobiles 8 1@@W ownership via the =olkswagen 3rance
s!bsidiary of =5A+" /!gatti A!tomobiles $A$ was created after =olkswagen
p!rchased the right to the /!gatti mar2!e.
S#AT) 89nitially cooperation agreement with A!di A+" 51W F1O:BH and
1@@W ownership by the =5 +ro!p since 1OO@" and was the first foreign s!bsidiary
in the =5 +ro!p.
R+oda Auto)891@@W ownership since 1OOO.
81
6ol+swagen 0assenger Cars)89 1@@W ownership.
6ol+swagen Commercial 6ehicles F=57=H or J=olkswagen
&!t0fahr0e!geJ F=5&H .German1 R 1@@W ownershipS started operations as an
independent entity in 1OO5. =57=I=5& is in charge of all commercial vehicle
developments within the +ro!p and has control over $cania and is a shareholder
in .A& A+.
$cania A/"C*;@.OKW of voting rights as at ?; 3ebr!ary ?@@O .
Porsche C* As of $eptember ?@1-" 5@.;-W of the voting rights in =olkswagen
81
Current 6ol+swagen models
4!rope7addy 'ife
4os
3ox
+olf .kB
+olf Pl!s
+olf =ariant
#etta .k5
.!ltivan
&ew /eetle
&ew /eetle 7onvertible
Passat .kB
Passat 77
Phaeton
Polo .kK3
$cirocco
$haran
To!ran
Tig!an
To!areg
=ento
Achievements of 6ol+swagen
"n :A>C) =olkswagen competed in the Paris*%akar ,ally with the A!di*developed ltis"
placing 1st" ?nd" Kth and Oth overall.
=olkswagen enlists %akar 7hampion #!tta >leinschmidt" the first female to win the %akar
in <CC:" to help design and compete a %akar ,acer.
81
"n <CC=) =5 replaced the A%A7 =olkswagen '!po 7!p with the newly released Polo" to
become the A%A7 =olkswagen Polo 7!p.
"n <CC?) =olkswagen 7ommercial =ehicles enter the 4!ropean Tr!ck ,acing series with
the =olkswagen Titan series tr!ck * it became back*to*back champions for the ?@@K and
?@@5 series.
"n <CC=" the <annover based team starts with a ?5% b!ggy named Tarek. t places Bth
o!tright b!t took 1st in the ?5% and %iesel class.
"n <CC?" =5 enters the newly developed ,ace*To!areg T?" finishing Bth overall and ?nd
in the %iesel class.
"n <CC@" an !pdated ,ace*To!areg with slightly more power is entered" with driver /r!no
$aby" finishing in -rd overall and 1st in the %iesel class(
"n <CCB" =olkswagen released the most powerf!l ,ace*To!areg yetC the ,ace*To!areg
?. 3ive vehicles enter" with driver +iniel de =illers finishing in ?nd place overall" and 1st in
the %iesel class.
"n <CCA" =olkswagen won the ?@@O %akar ,ally held in Argentina. =5Js To!areg race
models finished 1st and ?nd
3inner of numerous international awards and accolades
worldwide'
81
<CC>
X 3ebr!ary ?@" ?@@: * =olkswagen Tig!an is voted $A= of the year by 9O33 ,OA%9
maga0ine readers
X #an!ary ?O" ?@@: * =olkswagen receives award for increasing shareholder val!e
X #an!ary ?O" ?@@: * =al!e champions ?@@:C =olkswagen Tig!an and +olf 4state
X #an!ary ?K" ?@@: * +olf +T is one of P1@ /est 7ars of ?@@:V
X #an!ary 1:" ?@@: * 5hat 7arD Award ?@@:C %o!ble for =olkswagen
X #an!ary 1;" ?@@: * Pri0e for T$ and %$+C P6ellow Angel ?@@:V Award for =olkswagen)s
'atest <igh*4nd Technologies
<CCD
X .ay 1B" ?@@; * =olkswagen models voted P7ompany 7ars of the 6earV
X April ?@" ?@@; * =olkswagen wins 1@ gold at 3leet Awards ?@@;
X .arch ?;" ?@@; * .!ltiple awards for =olkswagen advertising
X .arch ?B" ?@@; * 9nnovation of reason9 ?@@;C Award for high temperat!re f!el cell from
=olkswagen
X #an!ary K" ?@@; * =olkswagen !nveiled the cleanest ever T% engine.
<CCB
X $eptember 1?" ?@@B * =olkswagen ,anks 3irst in #.%. Power 4nvironmental $t!dy
X $eptember 1?" ?@@B * Aerodynamic package makes =olkswagen Passat an eye*
catcher *
X #!ne ?@" ?@@B * =olkswagen receives environmental award from 3ederation of +erman
nd!stries *
http://www.volkswagen.co.in/etc/medialib/vwcms/virtualmaster/in/company/common/media.Par.
0017.File.pdf/nvironmental!award.pdf
X .arch ?" ?@@B * A!to1 Award* The Passat is 4!rope)s &!mber One *
X #an!ary ?@" ?@@B * Passat Awarded ,enowned 5hat 7ar Trophy as /est 3amily 7ar
X #an!ary 1O" ?@@B * The Passat is +ermanyJs 3avo!rite 7ar ?@@B*A%A7 readers award
=olkswagen the J+elber 4ngelJ pri0e *
81
<CC@ and <CC?
X .ay ?-" ?@@5 * The Passat * receives five star rating * top res!lt in the 4!ro &7AP crash
test
X April :" ?@@5 * The +olf * more than ?5 awards worldwide
X .arch ?-" ?@@5 * =olkswagen Phaeton moving ahead
X 3ebr!ary 1B" ?@@5 * The new Passat la!nched with fo!r different engines
X #an!ary -@" ?@@K * The =olkswagen To!areg Y an o!tstanding off*road vehicle *
nternational experts award pri0es to the =olkswagen $A= *
81
6ol+swagen in "ndia
,ecently =olkswagen paved the way for s!stainable market activities in ndia. 5ith the
investment agreement signed at the end of ?@@B the brand sets a new co!rse that !nites
81
two s!ccess stories Y =olkswagen and ndia.
=olkswagen A+ is to b!ild a new prod!ction plant in P!ne in the ndian state of
.aharashtra. 5ith investment totaling some K1@ million e!ros" a f!ll prod!ction plant with
a press shop" body shop" paint shop and assembly lines is to be b!ilt on the ?-@ hectare
site in the 7hakan ind!strial park near P!ne. The +erman brand and 4!rope)s largest
a!tomotive man!fact!rer will be entering the ndian market to meet the rapidly growing
demand for mobility. =olkswagen will be developing a vehicle in the foreseeable f!t!re
specifically tailored to the needs of the ndian market offering all the feat!res of a gen!ine
=olkswagen.
3or the first step the =olkswagen brand will bring locally prod!ced vehicles to the ndian
market !p from the third 2!arter of ?@@;. To accompany the growing s!pply of
=olkswagen Passenger 7ars" the +ro!p has established a separate ndian sales
company in ?@@;" initially for =olkswagen as well as for A!di. P=olkswagen +ro!p $ales
ndia Private 'imitedV registered in .!mbai will distrib!te locally man!fact!red and
imported vehicles in ndia.
Th!s" =olkswagen can bring one of itJs !pper*premi!m sedan as the first locally prod!ced
vehicle to the ndian market. n April ?@@B" =olkswagen prod!ced the 1K millionth of its
bestseller. The Passat has become the very image of a!tomotive progress" representing
what P.ade in +ermanyV means. This long*term s!ccess is confirmed by n!mero!s
accolades from experts" jo!rnalists and c!stomers who have p!t the car thro!gh its
paces in recent months. This image is characteri0ed by vehicle si0e" drive technologies"
safety feat!res s!ch as airbags" A/$ and 4$P in addition to 2!ality details incl!ding
galvani0ed bodies. mported vehicles s!ch as the premi!m $ports Atility =ehicle To!areg
will complement the range.
6arious positions of 6ol+swagen !ealers in "ndia
81
Current #-isting !ealers in "ndia
(aipur 9 Sha+un Motors 0vt 4td
4udhiana 9 0restige Motors) 4all% Motors "ndia 0rivate 4imited
Ahmedabad 9 6ol+swagen Ahmedabad
A!tomark .otors Pvt.'td
Bangalore 9 #lite Motors 0vt'4td
Bangalore 9 6ol+swagen 0alace Cross
Chandigarh 9 Genuss Motors) Swami Automotives 0vt'4td'
Cochin 9 6ol+swagen Cochin
4=. .otors 1 =ehicles ndia Pvt 'td
Chennai 9 6ol+swagen Chennai
A/,A .otors Private 'imited
81
Coimbatore 9 6ol+swagen Coimbatore
,amani 7ars Private 'imited
!elhi 9 !! Autoworld 0rivate 4imited
!elhi 9 &ash%ap 6ehicle 3or+s 0rivate 4imited
!elhi 3est 9 6ol+swagen !elhi 3est
5orldclass A!tomobiles Pvt. 'td.
Goa 9 6ol+swagen Goa
7ac!lo A!tomotive Pvt. 'td
;%derabad 9 /rion Motors
(aipur 9 6ol+swagen (aipur
Tanya 7ars Pvt 'td
&ol+ata 9 6ol+swagen &ol+ata
O$' 4xcl!sive Pvt 'td
Mumbai 9 6ol+swagen !owntown Mumbai
0une 9 6ol+swagen 0une
=idy!t .otors Pvt. 'td
81
"2TR/!CT"/2 T/ S;A&2 M/T/RS 06T 4T!
$<A>A& .OTO,$ is owned by the .oondra family and the Official dealer for
=olkswagen in ndia and first =olkswagen passenger car dealer in #aip!r.7!rrently it
presents at 1; chopasni ,oad" &ear /ombay .otor 7horah" #aip!r.
Mission8
"he strategic intent is to be the premier partner in the $ndian automotive market% providing
products and service that e&ceed the current standards.
Strateg%8
A long*term strategy is being the leading benchmark company in the ndian
a!tomotive market by constant investments in o!r people and facilities.
Eualit% 0olic%8
$hak!n .otors are f!lly committed towards total c!stomer satisfaction. 5e believe in
contin!al professional improvement. <ence we keep !pdating o!r systems and
facilities to offer the very best forC
Total 7ommitment to c!stomer satisfaction.
3oc!s on employee)s involvement and improve retention.
5ork professionally and honestly.
Sha+un Motors Sales
<ighly 2!alified $ales Team is ready to advise c!stomers on any specific want
and need that wo!ld re2!ire and will assist in making the right choices.
$hak!n .otors offers all facilities that are re2!ired by today demanding
c!stomers. n sales a good inventory of cars so that one can see" test drive
Fincl!ding door step test driveH and select their desired model and color. 5ith
=olkswagen +en!ine Accessories They have a wide range of prod!cts from
car accessories !p to the !ni2!e =olkswagen 7lothing. Trade*in facility this is
also the best place in town to b!y 2!ality !sed cars" excellent finance options
are also available with low 4.)s" cash less facility for ins!rance" a wide range
of gen!ine =olkswagen accessory)s to c!stomi0e the car the way c!stomers
like" air conditioned c!stomer lo!nge overlooking the service area so one can
view their car being serviced" service van f!lly e2!ipped with tools and
81
0R/!CTS 0R/$"4# $/R M/!#4S A6A"4AB4# "2 "2!"A8
81
0assat
Technical specifications
=ehicle .odel Passat T% ?.@ 4xcl!sive
4ngine Type K*cylinder diesel engine
%isplacementFlitersIccH ?.@1I1OB:cc
.ax. Tor2!eF&. at ,P.H -?@I1;5@*?5@@
Transmission B speed %$+*direct shift gearbox
/oreI$trokeFmmH :1IO5.5
.ax. Power o!tp!tFkwFP$H Z ,P. 1@-F1K@H at K@@@
4mission 7ategory 4!ro K
Price ?51:?;O
81
(etta
Technical specifications
=ehicle .odel #etta 1.B ' FPetrolH #etta 1.B ' T% F%ieselH
#etta 1.O ' T%
FTrendlineHI7omfortline
4ngine Type K*cylinder diesel
engine
K*cylinder diesel engine
%isplacementFlitersIccH 1.BI15O5cc 1.OI1:OBcc
.ax. Tor2!eF&. at ,P.H 1K:I-:@@ ?5@I1O@@
Transmission 5 speed man!al
gearbox
5 speed man!al IB speed
a!tomatic %$+ gearbox
.ax. Power o!tp!tFkwFP$H Z
,P.
;5F1@?H at 5B@@ ;;F1@5H at K@@@
Price 1"--5":51 1"KB-"B1-I 1";1-"BKB
81
Touareg
Technical specifications
=ehicle .odel To!areg -.@ =B T% To!areg 5.@ =1@ T%
4ngine Type B*cylinder [=)t!rbo
diesel
1@*cylinder [=) bi*t!rbo
diesel
%isplacementFlitersIccH -.@I?OB; 5.@IKO?1
.ax. Tor2!eF&. at ,P.H 55@I??5@*?5@@ ;5@I?@@@
/oreI$toke mm :-.@IO1.K :1.@IO5.5
7ompression ,atio 1;.@C1 1:.5C1
.ax. Power o!tp!tFkwFP$H Z
,P.
1;BZK@@@*KK@@ ?-@Z-;5@
3!el Type %iesel 517N %iesel 517N
81
6ento
Technical specifications
=ehicle .odel =ento 1.B Petrol =ento 1.B %iesel
Trendline <igh 'ine
.T
<igh
'ine AT
Trend 'ine <igh 'ine
4ngine Type .P3 %O<7 P4T,O' 7,% %O<7 %4$4'
%isplacementFlitersIccH 15O: 77 15O: 77
.ax. Tor2!eF&. at ,P.H 15- &. Z-:@@ ,P. ?5@ &. Z 15@@*?5@@
,P.
81
.ax. Power
o!tp!tFkwFP$H Z ,P.
1@-.5B /hp Z 5-5@ ,pm 1@-.5B /hp Z KK@@ ,pm
3!el Tank 55 'tr 55 'tr
/oot 7apacity K:@ 'tr K:@ 'tr
/<PI 'tr BK.;? BK.;?
"ntroducing 0/4/ in "ndia
=olkswagen ndia will la!nch its first small car" the Polo" in the domestic market in the
early part of ?@1@. The car will be priced and positioned in line with the A? compact car
category" which incl!des models s!ch as .ar!tiJs $wift 1 ,it0" and be b!ilt on a new
platform. The Polo will be made at the companyJs new man!fact!ring facility at 7hakan"
P!ne" with locally so!rced a!to components being abo!t 5@ per cent.
9The all*new platform for the Polo has been designed keeping ndian road conditions in
mind. The Polo will be benchmarked against the market leader in this segment" which is
.ar!ti $!0!kiJs $wift. The 0olo would be available in the petrol and the diesel
engine variant'
7ompany hope to sell aro!nd -@"@@@ !nits in ?@1@. Then" by ?@1K" and hope to cross the
1@@"@@@ mark" by which time the car market in ndia wo!ld have crossed two million
!nits
81
Till date" =5 ndia has invested ,s -":@@ crore F,s -: billionH in setting !p its operations
in ndia. The facility at 7hakan has an ann!al capacity of !p to 11@"@@@ cars on a single
shift.
Competitors of e-isting 6ol+swagen model in "ndia
Competitors of (#TTA .:?9:>la+hs1
<onda 7ivic
<y!ndai $onataF4mberraH
$koda Octavia
$koda 'a!ra
Toyota 7orrola Altis
3iat 5@@
Competitors of 0assat.<?la+hs1
Toyota 7amry
<onda Accord
/.5 -series
$koda $!perb
Competitors of 6ento
<onda 7ity
.ar!ti $!0!ki $\K
<y!ndai =erna
3iat 'inea
&issan $!nny
C/M0AR# 6/4&S3AG#2 6#2T/ 3"T; ;72!A" 6#R2A
81
5ith the s!ccess of =olkswagen ndiaJs first car to the masses" the Polo" the company is
looking to gain stronghold in the entry level sedan category" with the la!ch of =ento" a
Polo with a boot. 5e have already seen a few 9booted9 sedans like the $wift %0ire and
Tata ndigo .an0a. The boot job in %0ire is nothing less than !gly and that of .an0a is
acceptable" b!t with =ento" the boot integration is absol!tely spot on. t looks like a
proper sedan from all angles and the front aggressive stance makes it a real st!nner.
.eanwhile <y!ndai has already la!nched a facelifted version of =erna" named =erna
Transform. The specs are basically the same" except for a bad looking new front end and
grill and some other minor changes. $o in the looks department it is the =olkswagen all
the way. /!t what makes this comparison important is the new diesel engine in =ento.
$ince the la!nch of =erna 7rdi 1.5" it has been the best diesel engine in a s!b 1@lakh
sedan For even higherH b!t the =entoJs diesel engine is more than capable of competing
with that of =erna. $o lets get into the technical specification first.
6ol+swagen 6ento
#ngine C 1.B'Petrol" 1.B' %iesel
Ma- 0ower C 1@KbhpZ5?5@rpm for petrol" 1@KbhpZKK@@rpm for diesel
Ma- TorGue C15- &mZ-:@@rpm for petrol" ?5@&mZ15@@*?5@@rpm for diesel
Transmission C 5speed man!al" B speed a!tomaticFnot in dieselH
Suspension C
3ront * mcpherson str!ts" with stabili0er bar
/ack * semi independent trailing arm
Bra+es C 3ront =entilated %isk and /ack dr!m
!imensions C
'ength *K-:Kmm
5idth *1BOOmm
<eight * 1KBBmm
5heelbase * ?55?mm
0rice 8;igh end petrol at >'<= la+h e- showroom and ;igh end diesel at A'<=la+hs
;%undai 6erna
#ngine C 1.B' petrol engine" 1.5' diesel
Ma- 0ower C 1@?bhpZ55@@rpm for petrol" 1@:bhpZK@@@rpm for diesel
Ma- TorGue C15@ &mZ-@@@rpm for petrol" ?-5&mZ1O@@*?:@@rpm for diesel
Transmission C 5speed man!al" K speed a!tomaticFnot in dieselH
81
Suspension C
3ront * .c Pherson $tr!t with coil spring
,ear * Torsion /eam
!imensions C
'ength *K-@@mm
5idth *1BO5mm
<eight * 1KO@mm
5heelbase * ?5@@mm
0rice 8 ;igh end petrol at D'@la+hs) diesel at >'@la+hs e-showroom
/oth cars have lackl!ster petrol engines and so here we are comparing only the diesel
variants. The verna has a maxim!m of 1@:bhp power while =ento has 1@Kbhp. The
vernaJs crdi engine is a stonker with ama0ing p!lling power after the t!rbo kicks in at
1O@@rpm. t has been the high point for =ernaJs pop!larity and it was !nrivalled for a long
time.
The vento has 1@Kbhp of power" b!t as opposed to =ernas ?-5nm of tor2!e" it has a
class leading ?5@ &m of spinning power. And it comes at a m!ch lower rpm of 15@@. This
makes the =entoJs engine to have better driveability and it more than compensates for
the Kbhp power =erna has over it.
The verna was never known for its driving dynamics. The steering feedback is pathetic
and handling is only average. The vento scores on that front too with ama0ing handling
abilities and a better power steering. /!t ventoJs problems lie in the pricing. Altho!gh
base models are competitively priced" they lack many feat!res and the <igh end version
is a bit over priced. $o it all boils down to the type of c!stomer. f yo! are looking for a
=al!e 3or .oney car" =erna co!ld be yo!r option" and <y!ndai has a fantastic after sales
network. /!t the vento is the better car" from a drivers point of view and if yo! have those
extra b!cks" go for the =olkswagen.
6ol+swagen 6ento !iesel ;ighline
Anlike the Polo" which j!mped headlong into a raging storm that is the hatchback market"
the Polo saloon or =ento" which means wind in talian" is in a space where it doesn)t blow
81
so hard Y the premi!m mid*si0e saloon battlefield. /e in no do!bt" there is some stiff
competition here with the likes of the 3iat 'inea" 3ord 3iesta" .ar!ti $\K" <y!ndai =erna
and the king of the 7lass" the <onda 7ity b!t in that ,s ;*O lakh window" competition isn)t
as intense.

=olkswagen sees that as an opport!nity and has come with all g!ns bla0ing to sei0e that
space. t has la!nched the =ento in petrol" diesel and a!tomatic g!ises to offer the widest
possible choice to a mid*si0e car b!yer.

To make the =ento partic!larly attractive" =5 has !sed price as the primary weapon.
5ith diesel variants available for less than <onda 7ity money and petrol variants starting
at ,s ; lakh Fex*showroom" %elhiH" it certainly is tempting. Add the promise of a high*
2!ality" well*b!ilt" +erman*engineered saloon" and the =ento looks positively tasty. And
!nlike the Polo which is hamstr!ng with modest engines" the =ento)s strong 1.B*litre
petrol and diesel motors more than make !p. =5 seems to have tho!ght of everything
b!t has itD 5e dig deeper.

!#S"G2 , #2G"2##R"2G

Anlike many saloons derived from hatchback body styles" the =ento looks like it was
meant to have a boot all along Y that)s how well integrated the third box is. t)s a simple"
handsome design and one that echoes the Polo right !p to the /*Pillar" which is in fact a
shame. 5ith the only difference at the front being the chrome highlights on the chin" the
lower grille design and the ro!nd fog lamps" the =ento looks too similar to the Polo for
comfort Y and we prefer the Polo)s sportier chin. 3rom the rear" the =ento with its h!ge
boot looks big. The tail*lamp design looks a bit old*fashioned and the rear isn)t
partic!larly exciting and at best it)s a clean and !nderstated design.

The =ento is based on the same platform as the Polo b!t is K1Kmm longer" of which a
massive OBmm has gone into increasing the wheelbase. 6o! can clearly see the
additional length by the amo!nt of space in the rear of the =ento. Also" the rear track is
-5mm wider and the wider ha!nches have allowed a wee bit more width for the rear seat.
The =ento is abo!t the same si0e as other rival mid*si0ers and dimensionally there)s not
m!ch to choose between them. The =ento adopts the Polo)s .acPherson str!t front
81
s!spension and non*independent trailing arm rear set!p" modified to adj!st for the wider
tr!ck. ndian cars get the ro!gh road package" which gives them better gro!nd clearance"
b!t it does make the wheel arches look a bit !nder filled" even with the <ighline)s 15*inch
wheels. Also different from the Polo is the steering" which has been made a wee bit
heavier by tweaking the software on this electric set!p.

The fit and finish and consistency of panel gaps are top class b!t what)s disappointing is
the way the doors sh!t Y with an !nsatisfying and hollow th!d. This reflects the light b!ild
of the =ento which" at 1"??@kg Ffor the dieselH" is j!st O5kg more than an e2!ivalently
spaced Polo Y impressive considering how m!ch more car the =ento is. The =ento petrol
is 1@@kg lighter than the diesel and on par with other saloons in the segment" except for
the 'inea which is the heaviest.

"2T#R"/RS

The cabin" like the exterior" is classy and !nderstated. t may not have the flair of its
competitors b!t it does feel better p!t together. The beige and brown interiors are
highlighted by high*2!ality silver accents" b!t the hard*wearing s!rfaces speak more
abo!t d!rability than l!x!ry and some of the plastics Flike the c!p holders in the centre
consoleH don)t feel like they have been b!ilt to 5olfsb!rg)s standards. The slab*like
dashboard is similar to the Polo and a bit too high*set for short drivers witho!t the seat
height adj!st Fon the trendlineH while the narrow rear window and head restraints don)t
help visibility at the back.

The switches" which are again similar to the Polo)s" have a solid and tactile feel. The sole
letdown is the tiny b!ttons on the console for the climate control system Fonly on the
<ighlineH which seem o!t of sync with the other ch!nky looking switchgear. 'ike the Polo"
the locking system is a bit impractical as there are no physical locks and all the locking
has to be done by the driver. The absence of an external boot release Fonly the <ighline
has remote openingH is also inconvenient.

The front seats are extremely comfortable with good !nder*thigh s!pport and tall
passengers won)t have a problem" thanks to the genero!s seat travel. The driver gets a
81
steering that adj!sts for reach and rake b!t we fo!nd the central armrest a bit too
obstr!ctive and it was best to leave it folded away.

4xtending the wheelbase has paid off handsomely. The rear seats have lots of legroom
and headroom is good too" thanks to a less swoopy roof line. <owever" the seats
themselves co!ld have been more comfortable. The rear seatback is a bit too !pright and
yo! sink a to!ch too low into the seat s2!ab. Also" the middle passenger doesn)t have a
good time d!e to the big central t!nnel. .aking amends is a wide and practical armrest
which is at the perfect height.

=5 knows that a lot of owners will be cha!ffe!r Ydriven" so all variants of the =ento get a
rear air*con vent and a very clever feat!re. 6o! can move the front passenger seat
forward or backward from the rear seat via a lever Y it)s so simple and innovative that we
wonder why no one else tho!ght of it before.
The =ento is c!rrently available only in the base Trendline and top*end <ighline variants.
The Trendline gets basics like power steering" power windows" air*con and central
locking b!t little else. The <ighline in addition gets power mirrors" climate control" 15*inch
alloys A/$" front airbags" 7%I.P- playerS remote locking and driver*seat height adj!st.
As for practicality" it)s got 2!ite a bit to boast abo!t. The front door pocket are h!ge"
there)s a big c!bbyhole in the centre console" one centre armrest and the glove box is
among the most !sef!l. The K5K*litre boot is ade2!ate and the inner lining of the boot lid
is a nice to!ch. n fact" there are lots of nice details like the billet*like inner door handles
and the a!to !pIdown power windows on all fo!r doors.

/!t yo! will have to really think twice before yo! pampering yo!rself. 5ith no middle or
7omfortline variant" the price gap between the Trendline and the <ighline is a massive
,s 1.?- lakh.

#2G"2#) 0#R$/RMA2C# , G#ARB/5

As if no make !p for the lack of gr!nt in the Polo" =5 has given the =ento a stoking 1.B*
litre common*rail diesel which is in essence the Polo motor with an extra cylinder. 5hat a
difference it makes( This twin*cam diesel ch!rns o!t 1@5bhp" j!st 5bhp short of the
explosive =erna b!t ch!rns o!t a class*leading ?5.Kkgm of tor2!e which peaks at a nice
81
and low 15@@rpm. The engine is pretty 2!iet except for an intr!sive clatter at idle and a
slightly gravelly not" which we have noticed in most =5 diesels. /!t for the most part" it)s
a very refined motor and the smoothest small diesel yet. $lot the st!bby gearstick into
first" ease in the cl!tch and within 5@ meters yo! reali0e the engine is in a different class.
t is very responsive with minimal t!rbo*lag and when yo! cross ?@@rpm" the =ento
simply takes off. n fact it is this peaky or non*linear power delivery that takes some
getting !sed to and yo! 2!ickly learn to moderate yo!r right foot. Also ama0ing is the
broad tor2!e spread of this engine. Anlike most diesels which fall off a cliff past K@@@rpm"
the =5 1.B keeps p!lling strongly till 5@@@rpm. The extra revs to play with give the engine
ama0ing flexibility and in fact yo! can simply stick to one gear" whether in the city or on
the highway.

/!t it)s more f!n to !se the light and s!per*slick gearbox with its acc!rate" rifle bolt*like
action and extract the maxim!m o!t of the =ento" which on f!ll throttle will get to 1@@kph
in 11.- seconds that makes it the 2!ickest in the segment j!st behind the =erna.
<owever" the =ento)s massive tor2!e and clever gearing conj!re !p explosive in gear
accelerations times Y the ?@*:@kph r!n takes j!st O.?sec" to a =erna diesel)s 1?.5sec.
The =ento)s mega mid*range makes it a brilliant highway car and on o!r drive down from
#aip!r to .!mbai overtaking was !tterly effortless and stress*free.

The petrol motor is again a Polo engine with an additional cylinder. This 1.B*litre twin*cam
engine makes 1@5bhp j!st like the diesel" and a reasonable 15.Bkgm of tor2!e at
-:@@rpm. This translates to peppy performance and reasonable responses. t will get to
1@@kph in a pretty acceptable 1?.1sec" not too far away from the competition. t revs to
B@@@rpm b!t does get a bit throaty when it crosses K@@@rpm. n the ?@*:@kph r!n" it is a
second slower than the <onda 7ity" which isn)t too bad. The tor2!e 1.B petrol has
eno!gh reserve to make smart overtaking mane!vers or close gaps b!t !nlike the =ento
diesel it won)t shock yo! with its performance and feels best at moderate speeds. n
traffic" the throttle action is slightly jerky and a bit of 47A fine*t!ning co!ld sort that
problem o!t.

R"!# , ;A2!4"2G

81
The =ento)s primary objective is to be a comfortable saloon and the s!spension is set !p
that way. At low speeds it rides with sophistication" absorbs b!mps well except for some
sharp ones which filter thro!gh. The =ento)s ride 2!ality isn)t 2!ite as accomplished as
the 'inea)s and its s!spension can get cl!nky b!t the long*travel s!spension soaks !p
bad roads pretty well. At high speed" the ride is again 2!ite pliant and there)s a nice
s!pple edge to the way it coasts over a bad patch. <owever" the front is a to!ch too soft
and the nose bobs !p and down on an !neven s!rface" partic!larly on the diesel which
has a heavier nose.

#!st like in the Polo" the =ento)s ride isn)t as flat or consistent as we wo!ld have liked.
The electric steering too doesn)t exactly bristle with feel b!t it 2!ietly does the job witho!t
m!ch comm!nication to the driver. The long wheelbase and wider rear track give the
=ento stability thro!gh corners b!t it doesn)t like 2!ick direction changes and on the limit
the =ento !nder steers strongly.

n the city the =ento is a very !ser*friendly car" the light steering" soft cl!tch and easy
gearshift make it a bree0e to drive in traffic and in that sense the =5 saloon demands
little of the driver. To s!m !p" the =ento is a nicely j!dged mix of good ride and decent
handling. <owever" it is not partic!larly exciting to drive.

$#4 #$$"C"#2C7

The =ento diesel gave !s decent fig!res Y 1-.1kpl and 1;.-kpl are what we got on the
city and highway respectively. t)s not the best in class b!t given the power and tor2!e it
ch!rns o!t" it)s more than acceptable. The petrol engine was a bit disappointing beca!se"
despite its strong mid*range and good drivability" we co!ldn)t better O.?kpl in the city
while 15.-kpl on the highway is abo!t average. /!t the 55*litre tank gives it a B;@km
range. The diesel goes a shattering :-@km on a tank.

6/4&S3G#2 6#2T/
AT/CAR 6#R!"CT
A S#2S"B4# M"!9S"S# SA4//2 7/ CA2NT G/ 3R/2G 3"T;'

81
The =ento is the res!lt of painstaking homework by =olkswagen. This all*new saloon
may have been derived from the Polo b!t it)s been conceived s2!arely for the ndian
b!yer" it)s a spacio!s and comfortable saloon with special attention given to the rear seat
along with all the feat!res Fin the <ighline variantH yo! really need. $trong pair of engines
and a mo!th*watering price f!rther enhance its appeal. f there is anything missing" it)s a
bit of wow factor. The styling won)t t!rn heads" it)s not 2!ite sporty and some of the
inherent solidity which =5s are known for is missing. <owever" the =ento has a
hardwearing feel abo!t it and comes across as a sensible and dependable saloon yo!
j!st can)t go wrong with.
;%undai $ludic 6erna
<y!ndai seems to have taken !pon them to be the protagonist for testing new waters in
car styling and design. $tarting with i?@ they have only !pped the ante with The &ew
3l!idic =erna. 3rom exterior to interiors no stone has been left !nt!rned to ens!re a
r!naway s!ccess in a segment which till date has belonged to the 7ity and =ento. 5e
test drove The &ew <y!ndai 3l!idic =erna both the petrol and diesel power plants and to
say the least ret!rned 2!ite impressed.

5ith hatchbacks acco!nting for ?I-
rd
of ndian car market" sedans even today command
premi!m 1 l!x!ry stat!s. 5e believe that it)s only a matter of time that one sees mass
!pward mobility from the / pl!s segment to the sedans thanks to growing choice and
ind!lging cons!mers.

&o wonder the market is getting crowded with new la!nches likeS =olkswagen =ento"
Toyota 4tios" <y!ndai 3l!idic =erna" &ew 3ord 3iesta" &ew ,evamped %0ire" soon to be
la!nched $koda ,apid adding to the growing list of Optra" 7ity" Aveo" 7edia" Accent"
$\K" %0ire" 3iesta 7lassic etc.

5hile =erna has been ch!gging along with 1:@@*?@@@ nosImth all ndia" <y!ndai wants
to do!ble its presence between ;*1@ 'ac segments with the &ew 3l!idic =erna. The &ew
3l!idic =erna from the heart to the exteriors is a new car in all sense of the word new.
81

ST74# , SBSTA2C#

5ith 3l!idic =erna the painstaking effort to develop and sell a stylish car is 2!ite obvio!s.
$tanding still the car mesmeri0es one with its sheer fl!idic design and co!pe like
appearance" <y!ndai)s new design frontier.

<y!ndai 3l!idic %esign concept translates itself tangibly in the front thro!gh the
<exagonal shape grille" 7hrome slatted <y!ndai 'ogo" $wept /ack <eadlamps 1 ' *
$haped 3og 'amps"

%ominating rising sho!lder line along with the creases completes the side perspective.
Tapered roof enhances its 7o!pe like styling" blacked o!t /*Pillars" windows and steeply
raked windscreens f!rther add to the cars sporty appeal.

7hrome splashed p!ll type door handles" foldable mirrors with b!ilt*in Trendy '4% t!rn
indicators" tight skinning along with tapered roof design adds to the car)s elegance and is
reminiscent of 4!ropean styling.
$leek wrap* aro!nd tail lamps" tow tone rear chrome garnish" spoiler like boot lip 1 d!al
chrome exha!st m!fflers contin!es the cars fl!idic design philosophy and also adds 0ings
to the cars sportiness.

7lose examination reveals that it is not high only on design 2!otient" even the fit 1 finish
is also vastly improved. Nero panel gaps with almost even finishing. ts c!tting edge
styling along with well tho!ght o!t proportions" makes it one of the best looking car in the
;*1@ lacs segment today. 5e believe that $tyle for <y!ndai 3l!idic =erna can become its
biggest differentiator.

"2T#R"/R) S0AC# , #RG/2/M"CS

A well sc!lpted !p*market %ash board welcomes yo! inside the =erna. 5hilst leather
!pholstery adds to its tactile feel we wish that the grains !sed to make dashboard co!ld
be of better 2!ality. ]!ality of center console is good 1 dark wood finish gives an elegant
feeling. The steering wheel with tilt f!nction is borrowed from i?@ is j!st right in si0e.
81

3ront seats are well bolstered 1 have good space. 4no!gh head room as well as legroom
along with good thigh s!pport" however it falls short on side s!pport. The rear seats
however leave some room for improvement. ,ear seats have eno!gh leg room b!t fall
short on thigh s!pport. 7o!pe like silho!ette eats o!t the head room at the rear.

nstr!ment cl!ster is easy to read 1 well lay o!t witho!t any f!ss. %river information
system provides plethora of !sef!l information. 7lean air ioni0er" rear parking sensor"
>ey with b!tton start are some of the category first and convenience enhancers.

/oot space is h!ge and well designed too. The opening apert!re is large 1 intr!sions are
minim!m" however lower loading tip co!ld have increased convenience. &evertheless a
stellar job.

0/3#R 0A2T) TRA2SM"SS"/2 , 0#R$/RMA2C#
<y!ndai la!nched 3l!idic =erna comes with both petrol and %iesel f!el types with 1.K
and 1.B 'itre power plants.
:'B 4 6T6T8 #!st like the %iesel power plant petrol also comes in a 1.K l and 1.B l
capacity engines" the petrol power plant belongs to the +amma engine family of <y!ndai
cars and is more refined than its previo!s avatar. %o!ble Overhead 7am F%O<7H" K
valves per cylinder 1 variable valve timing mechanism F=T=TH mechanism facilitates
engine refinement. Press the cl!tch" start the ignition and the engine settles down in a
smooth noiseless r!n. The low engine noise makes one wonder at times whether the
engine is r!nning at all.
5ith 1?- P$ZB5@@ rpm peak power and a tor2!e of 15.: >g*m Z K?@@ rpm is linear
and b!ilds !p 2!ite effortlessly. $harp throttle response with a rev happy engine makes
driving the 3l!idic =erna petrol version a delight. %rivability is great 1 one can easily
crawl in the city even in higher gears.
81

The car p!lls well from the low rpm 1 won)t complaint p!lling from as low as 1@@@ rpm in
5
th
gear tho!gh gear shift indicator tells something else. 4no!gh power is reserved for top
end tho!gh the sweet spot is to have rev co!nter below 55@@ rpm.

Anlike diesel option" petrol engine is mated with 5 speed gear box with which its precise
short throws are a welcome feat!re of the &ew =erna 3l!idic. t boast of impressive A,A
fig!res of 1; ^ to a >m.
The .T gear shift indicator in the 3l!idic =erna displays the most optim!m gear. 7ar
comes with A,A certified f!el fig!re of ??.-?kmpl for 1.B %iesel making it most f!el
efficient car in 7* $egment.

!72AM"C AB"4"T7

=erna Ases .cPherson str!ts with coil spring in front 1 co!ple torsion beam axle at rear
with gas filled shock absorbers. ,ide 2!ality is good and only over large potholes do the
shocks get transmitted to cabin. 7ar lacks the finesse at the high speed and d!e to softly
spr!ng settings it lacks stability.

$teering feel very light which is boon to !se in the city b!t on highway" it doesn)t inspire
confidence. The feedback at low speed is good b!t once yo! get going" especially at
highway" it lacks any connection.

<andling is not as sharp as #apanese 1 4!ropean $iblings. 7onsiderable body roll is
present d!e to soft damping settings and handling doesn)t break any new gro!nds. One
81
can)t be able to tell what each wheel is !p to 1 it is not very inspiring. t is car which
retains its compos!re in straight line 1 doesn)t like to be cornered hard.

6A4# $/R M/2#7

=erna is giant leap forward from its previo!s model on almost every aspect. t is bold 1
sporty to look at" comes with comprehensive choice of engines with linear power delivery
1 dynamics are m!ch more improved than ever.

5ith Prices between ; *1@.; lakh" =erna is not a cheap option 1 not make very decent
case for itself on price front tho!gh it comes loaded with all the bells 1 whistles. Act!ally
<y!ndai has la!nched it in competition against 7ity 1 =ento rather than 4tios" %0ire 1
.aan0a. $o from that point of view it emerges o!t to be formidable contender in 7*
segment.

/ooking n!mbers are shooting for the company with fig!res 5@@@ in 5 days. t looks that
all new 3l!idic =erna has shaken !p the whole 7*$egment.

/6#RA44 RAT"2GS

$T6'4 1 $A/$TA&74 KI5 Power plant1 Transmission KI5

nteriors 1 4rgonomics -.5I5 %ynamic Ability -.5I5

=al!e for .oney -.5I5
81
81
/B(#CT"6#S /$ T;# ST!7
The st!dy has been !nder taken to analy0e the c!stomer profile and mapping to
!nderstand the cons!mer behavior regarding a!tomobile sector.
Objectives
To know the c!stomer profile.
To analy0e the exact segregation of the ind!stry of #aip!r.
To know at which geographical segment the potential c!stomer exist..
To know the cons!mer behavior regarding cars on following parameterC
FaH To analy0e the factors that infl!ence the c!stomer before b!ying a car..
FbH To find o!t the replacement pattern of c!stomers.
FcH To find o!t the p!rchase pattern.
R#S#ARC; M#T;/!/4/G7
81
A research process consists of stages or steps that g!ide the project from its conception
thro!gh the final analysis" recommendations and !ltimate actions. The research process
provides a systematic" planned approach to the research project and ens!res that all
aspects of the research project are consistent with each other.,esearch st!dies evolve
thro!gh a series of steps" each representing the answer to a key 2!estion.
This chapter aims to !nderstand the research methodology establishing a framework of
eval!ation and reval!ation of primary and secondary research. The techni2!es and
concepts !sed d!ring primary research in order to arrive at findingsS which are also dealt
with and lead to a logical ded!ction towards the analysis and res!lts.
R#S#ARC; !#S"G2
propose to first cond!ct a intensive secondary research to !nderstand the f!ll impact
and implication of the ind!stry" to review and criti2!e the ind!stry norms and reports" on
which certain iss!es shall be selected" which feel remain !nanswered or liable to
change" this shall be f!rther taken !p in the next stage of exploratory research. This
stage shall help me to restrict and select only the important 2!estion and iss!e" which
inhabit growth and segmentation in the ind!stry.
The vario!s tasks that have !ndertaken in the research design process are C
%efining the information need
%esign the exploratory" descriptive and ca!sal research.
R#S#ARC; 0R/C#SS
The research process has fo!r distinct yet interrelated steps for research analysis
t has a logical and hierarchical orderingC
%etermination of information research problem.
%evelopment of appropriate research design.
4xec!tion of research design.
81
7omm!nication of res!lts.
4ach step is viewed as a separate process that incl!des a combination of task" step and
specific proced!re. The steps !ndertake are logical" objective" systematic" reliable" valid"
impersonal and ongoing.
#504/RAT/R7 R#S#ARC;
The method !sed for exploratory research was
Primary %ata
$econdary data
0R"MAR7 !ATA
&ew data gathered to help solve the problem at hand. As compared to secondary data
which is previo!sly gathered data. An example is information gathered by a
2!estionnaire. ]!alitative or 2!antitative data that are newly collected in the
co!rse of research" 7onsists of original information that comes from people and
incl!des information gathered from s!rveys" foc!s gro!ps" independent observations
and test res!lts. %ata gathered by the researcher in the act of cond!cting research. This
is contrasted to secondary data" which entails the !se of data gathered by someone
other than the researcher information thatis obtained directly from first*hand so!rces
by means of s!rveys" observation or experimentation. Primary data is basically
collectedby getting 2!estionnaire filled by the respondents.
S#C/2!AR7 !ATA
$econdary %ata means" information that already exists somewhere" having been
collected for another p!rpose. $o!rces incl!de cens!s reports" trade p!blications" and
s!bscription services. There are two types of secondary dataC internal and external
secondary data. nformation compiled inside or o!tside the organi0ation for some
p!rpose other than the c!rrent investigation ,esearching information" which has
81
already been p!blishedD .arket information compiled for p!rposesother than the
c!rrent research effortS it can be internal data" s!ch as existing sales*tracking information"
or it can be research cond!cted by someone else"s!ch as a market research company or
the A.$. government. $econdary so!rce of data !sed consists of books and websites.
.y proposal is to first cond!ct a intensive secondary research to !nderstand the f!ll
impact and implication of the ind!stry" to review and criti2!e the ind!stry norms and
reports" on which certain iss!es shall be selected" which feel remain !nanswered or
liable to change" this shall be f!rther taken !p in the next stage of exploratory research.
!ATA C/44#CT"/2
%ata collection took place with the help of filling of 2!estionnaires. The 2!estionnaire
method has come to the more widely !sed and economical means of data collection. The
common factor in all varieties of the 2!estionnaire method is this reliance on verbal
responses to 2!estions" written or oral. fo!nd it essential to make s!re the
2!estionnaire was easy to read and !nderstand to all spectr!ms of people in
the sample. t was also important as researcher to respect the samples time and
energy hence the 2!estionnaire was designed in s!ch a way" that its administration
wo!ld not exceed K*5 mins. These 2!estionnaires were personally administered. The
first hand information was collected by making the people fill the 2!estionnaires. The
primary data collected by directly interacting with the people.
!#T#RM"2"2G T;# SAM04# 04A2 A2! SAM04# S"S#
TARG#T 0/04AT"/2
t is a description of the characteristics of that gro!p of people from whom a co!rse is
intended. t attempts to describe them as they are rather than as the describer wo!ld like
them to be. Also called the a!dience the a!dience to be served by o!r
project incl!des key demographic information Fi.e.S age" sex etc.H.The specific
pop!lation intended as beneficiaries of a program.
81
The target pop!lation is the pop!lation want to make concl!de an ideal sit!ationS the
sampling frames to matches the target pop!lation. A specific reso!rce set that is the
object or target of investigation. The a!dience defined in age" backgro!nd" ability" and
preferences" among other things" for which a given co!rse of instr!ction is intended.
have selected the sample tro!gh $imple random $ampling
SAM04# S"S# 8
This involves fig!ring o!t how many samples one need.
The n!mbers of samples yo! need are affected by the following factorsC
X Project goals
X <ow yo! plan to analy0e yo!r data
X <ow variable yo!r data are or are likely to be
X <ow precisely yo! want to meas!re change or trend
X The n!mber of years over which yo! want to detect a trend
X <ow many times a year yo! will sample each point
SAM04# S"S#
have targeted1@@ people for the p!rpose of the research. The target pop!lation
infl!ences the sample si0e. The target pop!lation represents #aip!r region. The people
were from different professional backgro!nds. The details of o!r sample are explained in
chapter named primary research where the divisions are explained in demographics
section.
#RR/RS "2 T;# ST!7
"nterviewer error
81
There is interviewer bias in the 2!estionnaire method. Open*ended 2!estions can be
biased by the interviewer)s views or probing" as interviewers are g!iding the respondent
while the 2!estionnaire is being filled o!t. The attit!des the interviewer revels to the
respondent d!ring the interview can greatly affect their level of interest and willingness to
answer openly. As interviewers" probing and clarifications maximi0e respondent
!nderstanding and yield complete answers" these advantages are offset by the problems
of prestige seeking" social desirability and co!rtesy biases.
Euestionnaire error
The 2!estionnaire designing has to caref!l so that only re2!ired data is concisely reveled
and there is no red!ndant data generated. The 2!estions have to be worded caref!lly so
that the 2!estions are not loaded and does not lead to a bias in the respondents mind.
The respondents selected to be interviewed were not always available and willing to co
operate also in most cases the respondents were fo!nd to not have the knowledge"
opinion" attit!des or facts re2!ired additionally !ninformed response errors and response
styles also led to s!rvey error.
Sampling error
5e have taken the sample si0e of 1@@" which cannot determine the b!ying behavior of
the total pop!lation. The sample has been drawn from only &ational 7apital ,egion.
Research !esign
,esearch design is a concept!al str!ct!re within which research was cond!cted. A
research design is the detailed bl!eprint !sed to g!ide a research st!dy towards its
objective. t is a series of advanced decision taken together comprising a master plan or
a model for cond!cting the research in consonance with the research objectives.
,esearch design is needed beca!se it facilitates the smooth sailing of the vario!s
81
research operations" thereby making research as efficient as possible yielding maxim!m
information with the minim!m effort" time and money.
81
A2A47S"S
A&A'6$$ <A$ /44& %O&4 /6 T5O .4T<O%$
1. +,AP<7A' .4T<O%
?. P4,74&TA+4 .4T<O%
T%pe of 0ersonLs 3or+89
81
"nterpretation
3rom this analysis it came to know that in #aip!r the -KW is the b!siness
man and the -O W $alaried and 15W $elf employee and the last 1?W is the
st!dent o!t of 1@@ respondents. t means the #aip!r 7ityhave a large
n!mber ofsalariedperson and /!siness .an.
0ercentage of various car companies which mostl% people are
prefer in (aipur89
T%pe of
0ersonLs 3or+
Business
Man
Salaried Self
emplo%ee
Student
2o' of
respondents
=? =A :@ :<
0ercentage =?T =AT :@T :<T
81
"nterpretation
3rom this analysis it came to know that ?-W of the domestic market is
owned by .ar!ti and then followed by <y!ndai FOWH " .ahindraFOWH"
TataF5WH" &issan FKWH" ToyotaF-WH" =olkswagenF?WH" <ondaF?WH and
othersFKWH. $o as competitively to other" =olkswagen has a great
opport!nity to show his capability and power to gain other)s market.
;ow much budget people prefer normall% for car in (aipur89
Brand 6ol+swagen Maruti ;%undai ;onda Tata To%ota Mahindra 2issan /ther
2o' of cars @ :C :@ <C <C :C :C @ @
0ercentage DT <=T AT <T @T :<T :<T :@T :@T
81
"nterpretation
3rom this analysis it came to know that the cars b!dget with range ?*;lakhs
holds -?W of the market whiles the cars with range ;*1?lakhs holds KOW of
the market and rest of the market is holed by other range of cars. 5hich
means most of the market is hold by ;*1? lakhs and ?*;lakhs cars. $o this is
great signal for =olkswagen for gives better alternative for p!rchase
=olkswagen car in the whole market.
0rice range of cars <9Dla+hs D9:<la+hs :<9<Cla+hs <C9=Cla+hs =CUla+hs
2o' of cars =< ?A :D : :
0ercentage =<T ?AT :DT :T :T
81
Mode of 0a%ment
"nterpretation
3rom this analysis it came to know 5;W of c!stomer prefers to p!rchase
cars on finance d!e to vario!s reasons. And this ratio also show the
p!rchasing power of the c!stomer
Mode of 0urchase Cash $inance
2o' of
respondents
?= @D
0ercentage ?=T @DT
81
0referred Ban+ for $inance
Total no. of respondents*1@@
0referred Ban+ "C"C" ;!$C SB" An% other
2o' of
respondents
<< :D ?C <:
0ercentage <<T :DT ?CT <:T
"nterpretation
3rom this analysis it came to know K@W of people prefer $/ bank" ??W of
people 77 bank" 1;W of people prefer <%37 bank and ?1W of people
prefer others bank for financing the cars. <ence $/ is the prior option
81
chosen by the c!stomers to finance their cars. $o as per this res!lt we
s!ggest that =olkswagen sho!ld also give the option of finance by the $/
prior basis and in the lower 4. rate.
$reGuentl% Change Car b% Customer
$reGuentl%
Change Car
C9: 7ear :9< 7ear <9= 7ear =9? 7ear Above
2o' of
respondents
: < :@ ?< ?C
0ercentage :T <T :@T ?<T ?CT
"nterpretation
3rom this analysis it came to know K?W of people fre2!ently change his car
in -*K year" and K@W people change his car in above K year. $o as the res!lt
we are able to say easily that in the #aip!r city normally people does not
want to change his car normally" and they believe in ro!gh and to!gh
81
prod!ct. $o as per the =olkswagen prod!ct" the company has providedwell
engineered cars which are very in favor for this.
;ow man% people see 6ol+swagen Advertisement in (aipur89
Advertisement 7es 2o
2o' of
respondents
DC =C
0ercentage DCT =CT
"nterpretation
As per the above chart analysis on 1@@ respondents" we fo!nd that in the
#aip!r district only ;@W people have seen the advertisement and remain
-@W people are not interested or don)t know abo!t the =olkswagen. $o we
81
s!ggest according to my knowledge that if $hak!n .otors Pvt 'td try to
cover whole the market of #aip!r via attractive or innovative advertisement
then am s!re that =olkswagen name is the first choice of the people in the
#aip!r .arket.
;ow man% people are pronounce the word K6ol+swagenL
correctl%
0ronounce the
3ord
K6ol+swagenL
$ol+swage
n
3ol+swagen
2o' of
respondents
@? ?B
0ercentage @?T ?BT
"nterpretation
As per the above res!lt of 1@@ respondents" we fo!nd that in the #aip!r
district only 5KW people are known correct pron!nciation of [=olkswagen)
b!t remain KBW people are don)t know the act!al pron!nciation.
81
$o this sit!ation is not so best beca!se KBW act!ally don)t know abo!t
=olkswagen" so for the c!stomer awareness we s!ggest that if $hak!n
.otors Pvt 'td gives the advertisement in the <indi or 4nglish mixed
lang!age in the #aip!r or also if it possible in the regional lang!age" then it
definitely gives the better response and more effective in the c!rrent market
segmentation.
;ow man% people are +nown actual meaning of 6ol+swagen
Meaning of
K6ol+swagenL
0eople Car German Car Cream Channel /ther
2o' of
respondents
?= @< C : ?
0ercentage ?=T @<T CT :T ?T
"nterpretation89
81
As per the above res!lt" we fo!nd that in the #aip!r district K-W people are
known correct meaning of the [=olkswagen) b!t 5;W people are not know
the correct meaning of this.
$o this is happened beca!se =olkswagen advertisements are not in
s!fficient manner or in proper manner" they only foc!s on new cars" 4.
rates" dealer location" or lower or effective prices. f =olkswagen foc!s also
on the miner point like how the pron!nciation the word [=olkswagen) and
what is the meaning of the same. $o after this res!lt we can able to make
o!r brand name effectively and also aware abo!t this word correctly.
;ow man% people are +nown about the Sha+un Motors 0vt 4td
Showroom in the (aipur
About
Showroom
0ratap
2agar
Sastri 2agar (alori
Gate
2ear
Bomba%
Motor
2o' of
respondents
<= D @ B@
81
0ercentage <=T DT @T B@T
"nterpretation
As per the above res!lt" we fo!nd that still so many people are not known
abo!t the showroom location. Only B5W people are know the exact location
of the same b!t remain -5W people are not know abo!t this showroom
location. $o this is also creating a problem for effective selling. $o we
s!ggest that if we are giving the road shows and the newspaper
advertisement where the some gifts are anno!nced for only visit in the
showroom" then we can able to give f!ll awareness abo!t o!r mission and
vision.
3hat the people thin+ about the 6ol+swagen advertisement
when its shows89
"nterpretation89
81
As per this res!lt" we fo!nd that ?5W people are believe that =olkswagen
prod!ced the well engineered car and 1:W people are believe that its
protectedIsolidity car and 1:W people are believe in the reliability in the car
and 1?W people are think that it prod!ced the stylish car in the market. /!t
here the 2!estion is arises that remain ?;W people why can)t give the
response or act anything when the =olkswagen advertisement is shows in
front of them. $o this is may not or may be very negative res!lt. $o for the
?;W people" we s!ggest to the shak!n motors pvt ltd that if they try to give
phone call" message" email" advertisement via cattle and arrange the fair for
the people then it definitely increase the ratio of c!stomer attraction.
81
81
Conclusion
The above st!dy shows that #aip!r have a large n!mber of man!fact!ring ind!stries and
most of the ind!stry resides in nd!strial Area /asni Phase 1
st
1 ?
nd
and /oranada. n
man!fact!ring ind!stry cycle ind!stry" a!to parts ind!stry and hosiery ind!stry are major
ind!stries. And among car companies mar!ti holds the major part of the market followed
by <y!ndai" <onda" Tata and then other companies. And most n!mber of cars holds by
c!stomers in the range ;*1?lakhs FKOWH and then ?*; lakhs range F-?WH. .ost of the
c!stomers FK@WH prefer to p!rchase cars on finance. .ost c!stomers FK?WH change their
cars after -*K year interval. As per this res!lt" may not be s!itable to all the regions of the
co!ntry beca!se of the c!lt!re" standard of living and vol!me of the market. The research
concl!des that =olkswagen have great opport!nity to penetrate in the market easily.
81
4"M"TAT"/2S /$ T;# R#S#ARC; 0R/(#CT
The research st!dy s!ffers from following limitationsC
The #aip!r %istrict market was too vast and it was not possible to cover each and
every c!stomer in the available short span of time.
+enerally" the respondents were b!sy in their work and were not interested in
responding.
,espondents were rel!ctant to disclose complete and correct information abo!t
themselves and their organi0ation.
.ost respondents were rel!ctant to provide exact information as in why they
preferred partic!lar company)s car.
The research was cond!cted in present prevailing conditions. There can be some
fl!ct!ations in the market" which can offset the findings.
The project is carried o!t for the period of 15 days only.
.eas!rement of c!stomer satisfaction is complex s!bjects" which !ses non*
objectives method" which is not reliable.
The sample !nit was also 1@@ respondents
81
Recommendation
=olkswagen sho!ld increase their service stations.
3acilities regarding after sales services sho!ld be increase.
People were not aware abo!t =5 brand. there sho!ld be more brand
awareness in the market.
They sho!ld increase advertisement activities.
People didn)t recogni0e difference between prestige motors 1 Prestige <onda
that sho!ld be rectified.
They sho!ld promote more road shows in the respective areas.
The company sho!ld promote abo!t the entire feat!re offered by it.
81
E#ST"/22A"R# $/R T;# CST/M#R A3AR#2#SS
2ameVVVVVVVVVV'' 0lace'''VVVVVVVVVV'
:' 3hat is %our ageF
1: or lower 1O*?B ?;*-K -5*K@ K1 or older
<' 3hat is %our occupationF
/!siness .an $alaried $elf 4mployed $t!dent
=' 3hat is %our monthl% household incomeF
/elow 5@"@@@5@"@@@ * 1" @@"@@@1" @@" @@@ Y 1" 5@" @@@ Above
?' 3hat Budget do %ou allocate for carF
?*; 'akh ;* 1? 'akh 1?*?@ 'akh ?@*-@ 'akh Above
@' ;ave %ou seen a 6ol+swagen advertF
6es &o
B' 3hat is 6ol+swagenF
7ar 7ompany 7old %rink 7ompany .edia 7ompany
ce 7ream 7ompany Other
D' ;ow to pronounce K6ol+swagenLF
3olks*vagen 5oks*wagen
>' 3hat do %ou mean b% 6ol+swagenF
People 7ar +erman 7ar 7ream 7hannel Other
A' 3here is the 6ol+swagen Showroom in (aipurF
Pratap &agar $astri &agar#alori +ate &ear /ombay .otor
:C' 3hat is %our mode of purchase for carF
3inance 7ash
::' 3hich ban+ do %ou prefer for financeF
77 <%37 $/ Other
81
B"B4"/GRA0;7
1. ,esearch methodology Y 7.,. kothari.
3#BS"T#S89
httpCII www.volkswagen.co.in
httpCII www.a!tomobile.com
httpCII www.google.com
httpCIIwww.mappinganalytics.com
httpCIIwww.wikipedia.org
MagaIines
A!tocar
Over%rive
Staff8
Sha+un Motors (aipur