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New models, attractive TVC's and strong digital campaigns push auto sales in April

09-May-2016
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New models, attractive TVC's and strong digital campaigns push auto sales in April

The new financial year has started on a high note for the auto sector as most of the major car manufacturers recorded decent growth in sales, while all two wheeler manufacturers saw earning profits too.

All major four wheeler brands recorded a year on year growth, except Honda Cars and Toyota Kirloskar, which witnessed a decline of 17 per cent and 30 per cent in sales respectively. The ban on diesel vehicles seems to have impacted the manufacturer’s sales and revenues.

Maruti Suzuki saw its sales rise by 16 per cent in April as compared to the same period last year, while Hyundai grew by 9.7 per cent, Mahindra by 16 percent, Renault reportedly grew by a massive 211 per cent, Tata Motors grew by 7.9 per cent and Ford India by 32 per cent.

The two wheeler category too witnessed growth in numbers in April 2016 with Yamaha posting an impressive 66 per cent growth, followed by TVS motors with 21.6 per cent, Bajaj Auto and Honda Motorcycle both grew by 25 per cent year on year, while Royal Enfield grew by 42 per cent and Hero MotoCorp grew by 15 per cent YoY.

Auto sector gains on new launches

All of these numbers were achieved by the auto sector because of various new models launched in the two wheeler and the four wheeler segments. In the four wheeler category, Renault boosted its sales with the launch of its new Renault Duster and continuous increase in demand for the Renault Kwid. While Maruti Suzuki showed a change in customer preference from mini cars, that saw a drop in sales, to shifting to the super compact segments like the Dzire Tour, which saw a growth of 73.8 per cent.

New launches in the two wheeler category included Royal Enfield’s Himalayan, Yamaha’s Fascino, while Bajaj launched its signature bike ‘Bajaj V’.

Digital promotion

Promotion across digital platforms combined with the launch of new commercials and celebrity endorsements have also contributed to this surge in April sales. Tata Motors roped in international footballer Lionel Messi as their global brand ambassador in a bid to push their sales.

Renault launched the new Renault Duster App and its social media campaign majorly focused on the new launch and the ‘gang of dusters’ campaign.

The new TVC for Renault Duster was launched last month, watch it here:

Yamaha India on the other hand is busy promoting its Fascino and launched their new TVC on its Facebook page. John Abraham has been the constant face for Yamaha India and continues to be the brand ambassador for them. The YZF R15, R3 and other high end Yamaha bikes are being actively promoted on Yamaha’s Twitter handle and give potential customers a sneak peek into what they could expect in the coming time.

Yamaha India and Hero MotoCorp are among the most active brands on social media, while TVS motors and Bajaj seem to be the least active across social media channels.

As the auto sector grows into the new financial year, the manufacturers are continuously pushing newer bikes and cars into the market with various marketing strategies. The future growth of the four wheeler segment is unknown with an inevitable ban on diesel vehicles looming large, but as of now it all seems to be a smooth ride. 

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