Essay About Launch Of A New Model And Hyundai Dealer Showrooms

Big Show
BIG SHOWThe Indian auto industry is one of the largest in the world with an annual production of 21.48 million vehicles in FY 2013-14 which comprises of passenger cars, two-wheelers, three-wheelers and commercial vehicles. Almost every month is seen with launch of a new model in the two-wheeler or three-wheelers or commercial vehicles segment. For example the country saw the launch of Hyundai Creta, a premium cross over developed by Hyundai company. The company pushed itself into aggressive marketing strategies to compete against Maruti Suzuki’s S-Cross. Though the fight was tough, it is very important for an automobile company to give physical feel of the model to its customers. In Bangalore there are hardly 3 or 4 Hyundai dealer showrooms catering to 1 crore population. If the customers have better accessibility to this new model, the company can increase its sales numbers in less time.“Big show”, are showrooms which are temporarily customized to the new model launch which are spread across the city giving easy accessibility to large number of customers. The showrooms are designed in a way that it throws more information about the particular model and provides exclusivity for certain period of time. The showrooms can be hired by any automobile manufacturer only to showcase its new model. If in case there are two companies who want to hire the showrooms, an auction will decide who will hire for a minimum period of 1 month. The company can also choose the number of showrooms it plans to occupy for the new model launch. Test drive vehicles can also be deployed at these locations to give customers hand on experience of the new model.The talent required to design the showrooms and trained sales people will be provided so that it is easy for the automobile companies to hire these spaces. Bookings for the new model will be directed to the nearest showroom dealer of the company which is hiring the space. This avoids conflict with showroom dealers and acts as an additional sale number to the company and showroom dealers as well. The difficulty of expanding, launching new showrooms and giving customers an exclusive feel about the new model launch will be easily handled by these temporary showrooms.