Datsun bets big on digital, social marketing to raise awareness
Arun Malhotra
Managing Director, Nissan Motor India
talks to Vijay C Roy
Nissan’s Datsun is trying to create ripples in the domestic market with the launch of urban crossover redi-Go at an attractive price of Rs 2.40 lakh (ex-showroom Chandigarh). The launch is likely to raise the competition in the entry level segment ruled by Maruti Suzuki Alto and Hyundai Eon. Nissan Motor India Managing Director Arun Malhotra talks about the product and the company’s strategy.
Q. How redi-Go is different from other entry level cars?
A. This car has its own segment, as we have targeted to redefine the entry level segment. With Datsun redi-GO, we offer a unique urban-crossover styled in Japan, developed and manufactured in India. We are redefining conventional expectations and notions associated with the entry level car segment in India with a modern, fresh, stylish and accessible product.
Q. How did you manage to launch the car at an attractive price point?
A. The product has been styled in Japan and developed and manufactured in India. The pricing comes on the back of 98% localisation (local sourcing of components).
Q. The Kwid by your alliance partner Renault shook the country’s entry level car market and brought over 1.20 lakh bookings. How many bookings you have received?
A. Bookings for the redi-GO had started a month ago and soon we will announce the number of confirmed bookings. But I must say, it has already created a huge interest among the young generation of India. Being India’s first urban cross, Datsun redi-GO’s appeal is reflected in the digital buzz it has created. The innovative ‘Datsun India App’, which was introduced to keep customers updated on the latest news about the car, has been downloaded by over 1.5 lakh users.
Q. The challenge for Datsun in India is brand recall. What are the initiatives you are undertaking to increase awareness?
A. Datsun globally is a 100-year-old brand and sold in 190 countries. However, in India, we are just two years old, so we need to improve awareness about the brand. To address this issue, besides increasing marketing spend, we are betting big on digital and social marketing to raise awareness. Service is another key focus area where we are expanding to enhance customer experience.
Q. Are you expanding your dealership network to increase customers’ after-sales experience?
A. Yes, the car will be supported by 274 Nissan and Datsun sales and service touch points in India. With the projected 300 dealerships, Datsun will be able to cover up to 90% of current and prospective customers in the country and provide them with easy and immediate access to sales and after-sales service. We are also expanding our service network in tier-2 and tier-3 cities and deployed mobile vans in these cities as part of the sales and service effort.
Q. Are you planning to tie up with-e-commerce players?
A. The customers can book the car with respective dealers. In addition to this, we have tied up with Snapdeal where the user can book the car. The booking on Snapdeal would help the user to easily get in touch with one of the dealers. Also, we are in the process of tying up with other e-commerce players for bookings. The customers can download the “Datsun India App” to book the car.
Q. Customers often claim high cost of ownership when it comes to some of the car brands. What about redi-GO?
A. Datsun redi-GO comes with an attractive two-year/unlimited kilometres standard warranty. It also comes with another exciting segment-first optional warranty for 2 or 3 years/unlimited kilometres with free roadside assistance. This gives owners the option of up to five years/unlimited kilometres warranty coverage. The car also promises the lowest cost of ownership, which is about 32% lower than the competition. Roadside assistance is provided free of cost with both standard and extended warranties.
