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Nissan has struggled in the Indian market, with its market share stuck at under 2% for the past two years despite investments and an impressive portfolio. Experts believe Nissan's headquarters does not fully understand the Indian market. Nissan is working to improve its dealer network and customer experience to help boost its performance.
Nissan has struggled in the Indian market, with its market share stuck at under 2% for the past two years despite investments and an impressive portfolio. Experts believe Nissan's headquarters does not fully understand the Indian market. Nissan is working to improve its dealer network and customer experience to help boost its performance.
Nissan has struggled in the Indian market, with its market share stuck at under 2% for the past two years despite investments and an impressive portfolio. Experts believe Nissan's headquarters does not fully understand the Indian market. Nissan is working to improve its dealer network and customer experience to help boost its performance.
in India in 2010 with the Micra launch. The youngest MNC here invested in a huge capacity, had an ex- port-led strategy to get quick scale and manage costs while pushing num- bers in India. The portfolio also looks impressive, with the Terrano SUV, the Datsun Go hatchback, the Sunny se- dan amongst others covering 95% of the market. Why then is market share stuck at just under 2% for the past two years? Thats disappointing for a com- pany targeting a 10% share by 2017-18. I think it is everything bad luck, bad timing, bad marketing. I dont think Nissans HQ understands India, says Mohit Arora, executive director, JD Power Asia Pacific. It has a complex corporate structure with three enti- ties Nissan Motor India, Renault Nis- san Alliance and Renault Nissan Tech Centre. Ajay Raghuvanshi, V-P sales and marketing at the flagship compa- ny, says Nissan is working to improve dealer connect and customer experi- ence. Thats a start. big story 09 AUGUST 10-16, 2014 M &Ms market share has slipped from 10.74% in June 2012 to 8.5%. And the decline continues. July sales dipped by 5.3% even as the utility ve- hicle segment, its mainstay, showed robust growth of 18.5% to touch 44,945 units. Between April and July, sales dipped by 10%. So whats going wrong with Indias home-grown UV specialist? Its foray into sedans and compacts with Verito and Vibe is not working. Its UV territory is under attack from the likes of Ertiga, Mobil- io, EcoSport, Duster and Terrano. It missed the oppor- tunity in the crossover and compact SUV segment. It did not get the Quanto right, says Ramkrishnan of Frost & Sullivan. With no big launches in the past two-three years, M&M has been busy restructuring internally and building a product pipeline with Ssangyong. Next year it will launch two compact UVs one to take on Duster and EcoSport and the other to counter Ertiga and Mobil- io. It is also working on a compact crossover. The com- pany says it has a robust pipeline until 2019. L ike the industry, Toyota Kirloskar Motor too has bounced back. July sales were up mar- ginally by 3.5%, just under the 12,000 mark. But Toyota clearly has a problem in India, with market share dipping from 7.03% in June 2012 to 5.49% two years later. Its foray into the mass seg- ment with the Etios and the Liva has not delivered expected results. And there doesnt seem to be much in the pipeline. With an eye on profitability, the company has ruled out entering the mass sub- `4 lakh category. Grappling with labour unrest, plant shutdowns and recalls, the company used the slowdown period to improve internal efficien- cies. For example, inventory holding costs have come down by 50% over the past one year, says N Raja, director, sales and marketing. Nows the time to shift into higher gear. T he slowdown has been the toughest for the home-grown Tata Motorss pas- senger vehicle business. Its market share has more than halved from 10.8% two years ago to 5% in June 2014. July sales have been worse with sales dipping by 15% to 9,167 units. What is worrying is except for some models like the Sumo, the Aria, the Sa- fari and the Grande, sales have dipped across all other categories, from the Nano (-57%), the Indica, the Indigo (-9.4%) to the Manza (-34%). The company, which has posted losses in four of the last eight quarters, has seen big management churn. It has high hopes on the Zest, a compact sedan that launches next week, its first new offering in four years. The Bolt hatchback will debut later this year. It plans to launch two models every year until 2020. Will this work? Tata has a big problem, of poor brand perception, says Rathore. That calls for much more than zest. HONDA FORD I t was easily the biggest gainer dur- ing the slowdown. As Jnaneshwar Sen, senior V-P (marketing and sales), explains, the tough times be- gan much earlier for the Japanese carmaker. First came the Fukushima nuclear disaster in early 2011 fol- lowed by floods in Thailand. Also, the period between 2011 and 2012 was when diesel engines became a rage in India, and Honda stood exposed. The launch of the Amaze, a sub-4 me- ter sedan with a diesel variant in April 2013, proved the turning point. At its peak, it enjoyed a six-month waiting period and recently reported cumulative sales of 1 lakh units. At a time when the industry was an- nouncing plant shutdowns and lay- offs, and offering hefty discounts, Honda was struggling to meet de- mand, adding a third shift to raise output, and increasing staff count. The uptick in the industry is doing wonders for the just-launched MPV Mobilio, which has notched up over 10,000 bookings in 15 days. F or Ford Motors, the slow- down was difficult but not devastating. Between June 2012 and 2014, it has marginal- ly improved its market share, thanks largely to one big winner, the EcoSport which debuted last year. Demand shot through the roof, forcing Ford to stop taking bookings. But the one-car won- der company must worry on multiple counts. Its July sales have dipped by 3.5% to 7,592. Other than the EcoSport, there is poor demand for most of its models. Its compact Figos de- clined by 43%. Its Fiesta and Classic have few takers and have very low volumes, togeth- er selling just 642 units in July. Ford has three launches lined up for the next two years: a sub-4 metre sedan, and the next-gen versions of the Figo hatchback and the Endeavour SUV. SALES VOLUME SHARE % Jun 2012 Jun 2014 22,448 18,635 10.74 8.52 SALES VOLUME SHARE % Jun 2012 Jun 2014 2,667 16,316 1.28 7.46 SALES VOLUME SHARE % Jun 2012 Jun 2014 6,257 7,258 2.99 3.32 SALES VOLUME SHARE % Jun 2012 Jun 2014 22,551 10,999 10.79 5.03 NISSAN MAHINDRA & MAHINDRA TOYOTA TATA MOTORS SALES VOLUME SHARE % Jun 2012 Jun 2014 14,700 12,010 7.03 5.49 THE TOUGH GET GOING LONG PIPELINE BUT RUNNING SHORT TIME TO PUSH THE PEDAL TO THE METAL STUCK WITH THE SLOWDOWN ONE-HORSE WONDER CAN IT REGAIN ITS ZEST? SALES VOLUME SHARE % Jun 2012 Jun 2014 4,167 4,362 1.99 1.99