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Car Marketers tying up with E-commerce portals

Update On :14 October 2015

Car Marketers tying up with E-commerce portals

In an effort to tap into all available sales options, car marketers are tying up with e-commerce portals like Carwale, Cardekho etc to sell vehicles or follow up 'prospects' online. Carmakers like Renault India and Honda Cars India are already pursuing this strategy while more mass market brands like Hyundai are following an in-house strategy to capitalize on the online sales boom.

Sumit Sawhney, Country CEO& MD, Renault India Operations, said, Renault India is working with online ecommerce platforms to complement our brick-and-mortar network. E-commerce platforms like Cardekho, Carwale etc are engaged with us and we are trying to leverage these opportunities to sell more cars. We want to use them to complement sales through our dealer network.

The strategy, say car marketers, is an attempt not to bypass the dealer network but to make sure online 'prospects' don't go untapped. Said Jnaneswar Sen, senior VP-sales and marketing, Honda Cars India: We have tied up with ecommerce platforms on and off to source prospects. Although mobiles and durables have seen an explosion in online demand, the situation, he said, is different in automobiles.

Auto industry experts say the importance of a service relationship with the dealer makes it unlikely that car demand will move completely online in a hurry. Already more and more people are researching online and this will evolve over a period of time but not necessarily like the way it has happened in mobiles or durables, said Sen.

Rakesh Srivastava, senior vicepresident (sales and marketing), Hyundai Motor India, said, E-commerce in automobile selling is at an evolution and experimentation stage. Hyundai is working towards engaging the customers through online CRM and dealer websites for tapping online sales. Our all initiatives on e-commerce will be with active participation of dealer channel as they are Hyundai's face to the customers for providing experience and assurance on products as this is the most important part of automotive selling.

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"Good strategy followed to cover customers. Automobiles soon will be booked online."

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