Tata Motors’ Showrooms to Get Lounge-Like Appearance


Tata Motors plans to expand its dealership network to 1,500 by FY 2020; more than doubling current number of 630 showrooms

Tata Motors is trying to give the customers a premium car buying experience by changing the look and feel of its showrooms. The fourth largest automaker of India plans to redesign its showrooms with a lounge-like appearance. Also, the brand plans to introduce technologies like Wi-Fi service. Overall, the Indian automaker is gearing up to give the customers a Nexa-like experience through its 600 plus outlets.

Tata Motors has already cleared its ambition towards becoming the third largest automaker of the country in next two years. In that case, it is aiming to be positioned right after the Maruti Suzuki and Hyundai. As the Indian car buyers are opting towards premium upmarket products, new look of the showrooms will help the brand in attracting customers. Also, it aims to double the network from current state.

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At present, Tata Motors has a total 630 dealerships and the brand targets to set up 1,500 dealerships by the end of FY 2020. All these showrooms will come with the new lounge-like appearance and incorporate new technology as well. The company believes that physical look of showrooms and experience at dealerships could become a highly critical pillar of growth.

Interestingly, Maruti Suzuki’s premium retail chain Nexa was launched in 2015 and since then it has become a very popular, offering products like S-Cross, Baleno, Baleno RS and Ignis along with the latest addition Ciaz. The buying experience in Nexa has helped Maruti Suzuki to make a strong positive impression in the mind of the buyers. Now, Tata also wants to walk the same path.

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Apart from new design to the showrooms and an expanded dealership network, Tata Motors also wants to change its marketing style. The company says that it wants to revisit its selling process. As the automaker claims, there would be no high-pressure sales tactic from the salespersons at its showrooms. if Tata aims at launching a separate retail chain for premium cars like Hexa, just in-line with the Maruti Suzuki’s Nexa stores, the competition is going to get tougher than ever.

Source: Business Standard