India is a country of diversity which ranges from economy to society and from cities to villages. The latest trend shows an amazing result with the fact that Audi has outweighed the sales and popularity of Mercedes in the Indian market now. In the past, Mercedes was considered to be the fashion icon and status symbol. So, every millionaire or billionaire was supposed to own a bright, striking and beautiful Mercedes model and people used to exclaim the same for many days if they have seen the car at once! But now, both demands and trends have taken a u-turn and it is supposed to have occurred due to unexpected change in the lifestyle and marketing strategies of the market rivals of Mercedes like BMW or Audi.
The first quarter of 2012 has witnessed the slowing down graph and stats of the Mercedes-Benz which has only remained at 2130 units against the 2269 units sold by German carmaker BMW. No doubt, Mercedes once occupied the top position in the Indian car market but now it has moved down on the second spot, with stiff competition from the other luxurious car brands. Being an epitome of lavishness and luxury, Mercedes seems to be getting regular setbacks from Audi and BMW in terms of market segments, implementation of strategies and volumes or unit sold in a specific quarter.
The company staff and boss of Mercedes in India should certainly look for the cause which has faltered its popularity level, which was once impossible in nearly 15 years. A company like BMW or Audi which is new to the Indian car market, just 5 years old or so, has ousted the previous car honchos by a hug margin. There must be a solid reason which resulted in a great setback to brand like Mercedes. Yes, what creates the difference here is the creation of multiple sub-segments by Audi and BMW in opposition to the Mercedes.
Referring to the cheap models of Audi, Debasis Mitra explained that his company, Mercedes do not believe in offering ‘strip down’ models to the valued consumers. Mitra, Marketing Manager for Mercedes Benz in India further claimed that his consumers never compromise with the quality and essence of luxury. What he wanted to pointed out is that numbers or sales figures cannot tell the tale of success for the company. It is all about the selling of luxury items rather than just cheap commodities.
But, the real scene is not the same from the eyes of Audi or BMW. The first one is targeting deeper regions of the Indian market which includes places like Coimbatore, Goa, Nagpur and Lucknow. The company opens a new outlet in just every 5-6 weeks to fulfill the requirements and increasing demands of the India car industry. For BMW, X1 model has given the shining records for the company and both the other rivals have to compete with their available options. Consumers of urban India now have a plenty of car choices to choose from; cheap price is not the real issue with them when it comes to buying luxury!