Indian Motown Story was never this exciting! 3 New Car Companies getting ready to launch! Kia Motors which created sensation at the Auto Expo Last month and then MG Motors which is a famous UK Car Brand, makers of the Once Popular Morris Minor but now owned by the chinese Auto behemoth SAIC and of course the Peugoet part of the French Giant Groupe PSA
Each of these companies have their own strengths as well as drawbacks. A Shared Drawback aka shared Mobility is that they are coming in late. Maruti , Hyundai, Mahindra, Honda and Toyota have already had a ball. Maruti and Hyundai enjoy more than 70% market share
Lets take them one by one ...
They have already made multiple U -Turns in the past. Lets Hope this time they are here to Stay. Though they have some great exciting products. Motor Uncle had blogged on Peugeot https://motoruncle.com/blog/peugeot-india-no-u-turns-please/
They have adquired the General Motors Old Plant at Halol. It was aged even when GM acquired it from Hindustan Motors, more than two decades back. Moreover It shall take tonnes of Mktg Ammo for MG Motors to paint the picture thats hey! its an iconic British Brand. Meanwhile the rivals shall be busy googling MG Motors, opening Wikipedia on their deivces and educating the customers of its Chinese Owners ie SAIC. This is very similar to what GM India faced with Optra and other vehicles of GM Daewoo antecedants. In the last decade, Korean Car Companies had faced lot of flak and a run down on image due to Daewoo Bankruptcy. But that was last decade.....Success of Hyundai has been a great image makeover for Korean Co's and yes Kia gets to leverage this.
And for management at MG Motors life is a full circle. This is because most are from the Initial Years of GM India when they faced similar issue due to Daewoo and now they shall face from the Chinese Owners SAIC. People also say it was the dated SAIC products launched by GM India last few years which proved as latter's death warrant! Anyways lets bury the past as we are here to discuss a promising future!
Kia has a lot going its way. A Big Brother like Hyundai by the side, whom it can always turn for advise, support, leverage. Then its a Korean company and thanks to its parent, Korean Brands acceptance have seen a sea change for the better last one decade. Then its an easy to pronounce name, almost like a Hindi word "Kia" . This can mean higher recall and engagement with masses. It all begins with a easy to pronounce and remember name. Ask Mktg & Sales guys at Renault India and Chevrolet India and they share their Market challenges of a difficult name to pronounce!
By the way Chevrolet in French means Goat's Milk! So Big Advantage to Kia on the name part and the lineage. Additonally their product line up oozzes excitment and assuming the power trains are shared with Hyundai, this means trust and proven quality even if not supremacy
And they have already invested in a plant with a capacity of 3,00,000 units an year based on the confidence of gaining traction and marketshare.
So the lines have been drawn ! Time to rev up the engines or charge up the Batteries! Its Race Time ! May the best Companies win!