If Tata goes ahead with the idea of online booking and purchase, the small car could well change the rules of more than one game.
Company exploring online sales for the small car
MUMBAI: Even before it was launched, everybody knew Tata’s Nano car was a game changer. But if the company goes ahead with the idea of online booking and purchase, the small car could well change the rules of more than one game.
A look at the Tata Nano website reveals that the Pune-based automaker is taking the suggestion to enable an e-dealership for the people’s car by one of the posters on its discussion forum quite seriously.
Subodh Marathe, head-marketing, Tata Motors, says on the company blog, “Conventional automobile wisdom says that if a car dealer is any way required to complete the transaction, a web-based option is a mere information window. It can never really be an alternative to a ‘brick-and-mortar’ dealer. But in this age of e-commerce where you can even buy a house online, selling a car online cannot be ruled out.” Tata Nano website already has a page where the car can be customised, complete with options for colours, decals and even the side air intakes.
Online car sites, especially for second hand cars, have gained popularity in the West over the past few years. Auto giants like General Motors have their own online offerings along with a plethora of web start-ups.
Most of these follow a model of giving information and comparing products as also helping the buyer find the best deal rather than and outright sale. Skeptics say that in the West, cars are more of a commodity where the need to touch and feel might not be high. In India, a car purchase is a milestone for most consumers. So the question arises as to why he would want to buy it online.
Hormazd Sorabjee, editor of industry magazine Autocar India says, “In India, people will still want the touch and feel. It might be too new a concept for them.”
Vinay Sanghi, CEO, First Choice (formerly Automartindia) agrees, “It is unlikely that they will bypass the dealers. Even in an evolved market like the US websites are referral points. For the Indian, a car is a big-ticket item. That said, Tata might use their website to generate more leads for the Nano.”
But most of the users at the Nano forum seem to be excited; one of them, Udiptyapal posts, “Configure the car - Pay online, get finance online - your door bell rings - ‘Here is your Nano sir!’, How about that?”
Officials in Tata Motors didn’t comment. Even so, even the existing distribution plan for the Nano is pretty unique.
n_john@dnaindia.net
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