Tata Motors, India’s leading automotive brand, Thursday introduced ‘Anubhav,’ showroom on wheels, a doorstep car buying experience for rural customers. In line with its rural marketing strategy, this initiative will help increase reach in Tehsils and Talukas, which have high potential in terms of rural population, and economy. A total of 103 mobile showrooms are being deployed across the country, to enhance the Tata Motors brand awareness in rural markets. These mobile showrooms will help existing dealerships to offer a doorstep sales experience to customers and assist them with information about the New Forever range of cars and SUVs, accessories, avail finance schemes, book a test drive and evaluate existing cars for exchange.
Highlighting the initiative, Rajan Amba, Vice President, Sales, Marketing and Customer Care, Tata Motors Passenger Vehicles said, “We are delighted to commence the Anubhav Initiative. This is a significant step towards taking the brand to the hinterland and making our New Forever range of cars and SUVs more accessible while reducing our dependability on the traditionally followed model of a brick-and-mortar facility. These mobile showrooms will be a one-stop solution for rural customers seeking information about our cars, finance schemes, exchange offers etc. They will also derive important consumer insights and data for us to further improve our customer outreach. Rural India sales contribute around 40 per cent to the total passenger vehicles sold in India and with this concept, we are confident of expanding our reach, and increasing our customer base in these markets.”
With the expertise of Tata Motors Commercial Vehicles Fully Built Vehicles (FBV) Division, the Anubhav – Showroom on Wheels has been developed on the very reliable, Tata Intra V10. These mobile showrooms will be operated by dealerships under Tata Motors’ supervision and guidance. All the dealerships will define monthly routes for these vans on which they will ply and cover the targeted villages or tehsils. These mobile showrooms come equipped with GPS trackers to monitor the movement for better utilisation.
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