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by Subodh Marathe, Head (Marketing Services), Tata Motors Ltd.
There is a very interesting thread in the forums section of this site which talks about online booking and purchase of the Tata Nano. Thanks to our user Mathew Vattolil for sparking off such an interesting discussion.
Selling cars on the net. How real is this option for a manufacturer? Does the web really stand in competition to a conventional dealer?
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. In the Indian context, where a car purchase is maybe the second most important purchase for most consumers, why would a consumer prefer to buy a car online rather than going to the dealer nearby. Is convenience of making the purchase at home enough to make an Indian consumer buy online? Or is an online discount the incentive?
The option of online car sales is certainly worth exploring and your comments will help us design the right service.
The views expressed are personal and not necessarily of Tata Motors.
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