In the second part of the ‘Best of 2018’ panel discussion, we sit down with Zahuruddin Khan, Head AMG and Dream Car Sales at Mercedes Benz India, and Aniruddha Haldar, Vice President Marketing at TVS.
Now, while AMG machines and 125cc scooters are at two different ends of the automotive spectrum, the assumption is that both have one thing in common – and that’s a growing base of young, up and coming Indian buyers. Is that how you would characterise your customers?
Zahuruddin Khan, Mercedes Benz India
Yes, and it’s passion which connects both. We’re seeing the younger generation get more passionate about biking and driving – and about mean machines in general.
Aniruddha Haldar, TVS
AMG, of course, has been on the walls of many young people growing up. Fortunately, with the NTorq, we’ve managed to bring in something that’s featuring on a lot of young people’s walls of today – that’s their Instagram and Snapchat walls. We’re happy to start featuring in their social lives. This more youthful TG is getting more expressive and they want something that’s really designed for them. So, yes, it’s the passion at the consumer level that connects us.
You’ve put in a number of connectivity features in a scooter for the first time with the NTorq. How is that resonating with your customers?
Aniruddha Haldar, TVS
This is the first scooter that has got Bluetooth connectivity, along with giving you map access and caller ID, and that’s what we now see integrated into the social media walls of our customers. So, it’s a case of providing the joy of sharing, which is very much a part of the joy of riding.
Will we see these connectivity options roll out with the rest of your range?
Aniruddha Haldar, TVS
Smart Connect is a branded technology platform from TVS. While it first debuted on the NTorq, as and when we find vehicles and target audiences that will respond to those requirements, we will implement Smart Connect. It is brand agnostic, and will work across the TVS portfolio.
For AMG in India, are you finding that your customers are getting younger?
Zahuruddin Khan, Mercedes Benz India
Absolutely. Earlier the age was about 38 years and now the age has come down to about 30 years.
In terms of age, the NTorq is very specifically targeted to ‘Gen Z,’ but we see a lot of interest from people across the age spectrum. So, is it a case of a bold design and connectivity appealing to people regardless of age group?
Aniruddha Haldar, TVS
The largest population of the customer for the product comes from Gen Z, but if you get the product right you get people coming to you from across different ages and groups. It’s true to say that we’ve designed it for the youth, but whoever feels and thinks that way – after all, it’s a mindset more than a demographic – we’ll find a following there.
TVS is known for its racing pedigree translating into its road bikes, but, in the scooter segment, how do you engineer racing pedigree into a product like the NTorq?
Aniruddha Haldar, TVS
We’ve been racing scooters in the Raid de Himalaya, Dakshin Dare, and other events, for the last five years. While the NTorq wasn’t in concept five years back, we knew that this space would open up. And the best place for us to learn is on the racetrack. So, the prototypes that we ran have won the Dakshin Dare three years in a row. We had the only scooter running in the Raid de Himalaya, so in that sense there’s been a lot of learning in terms of the tuning of the engine, the riding stance, and what really makes the vehicle more rider friendly. And because we’re probably the oldest factory team in India, this is a continuous process. And so when we say TVS racing pedigree, it’s not just a sticker – there’s five years of learning that goes into it.
AMG was founded as a racing team. Do people buy AMG machines for this pedigree or is it more to make a statement?
Zahuruddin Khan, Mercedes Benz India
The statement comes second. Our owners have a passion for their machines. Our customers take their cars to the BIC and the Chennai track at their own cost. So, they understand the importance of racing. Yes, they want to make a statement but that comes second.
At a global level, how important is India for AMG?
Zahuruddin Khan, Mercedes Benz India
AMG, as a business, is doing well in India. India is a very strategic market for AMG. Our customers travel globally, and while the infrastructure here doesn’t match the standards of developed countries, it is developing. Our cars are designed to meet all market conditions, and so we’re able to bring in the same cars that our customers would have experienced in Europe or Dubai, and they appreciate that.
Across the board, bold designs appear to be the norm at present, is that because people want to be more individualistic with their machines?
Aniruddha Haldar, TVS
In terms of the scooter industry, I wouldn’t say that all the designs are bold, but there are many more distinct choices. You have something that is practical, something that is retro chic, something that is compact, and more performance oriented like the NTorq. So, there are many more distinct style choices that are available to you, as opposed to what was the case a few years back. And that’s a maturing of the industry and a maturing of the consumer.
Zahuruddin Khan, Mercedes Benz India
In our case, customers want an exclusive design – they want to be separated from the rest, and they want a design that’s very bold because they associate with our racing pedigree. Plus, our customers want exclusivity. We’re sold out as far as the new G63 is concerned, but no two cars are the same. That’s what attracts the customer, it’s all about personalisation.
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