Skoda Auto India hopes to triple its annual sales volumes in 2022 to about 70,000 plus units keeping its mid-term target of 100,000 units set for 2025, Zac Hollis, Brand Director, Skoda Auto India, has said.
Addressing the media on the company’s performance in 2021, Hollis said, from 10,387 cars sold in 2020, the company achieved a growth of 130%, with 23,858 units sold in 2021.
The growth in 2021 and the projection for 2022 is based on the successful implementation of the first leg of the India 2.0 project.
With major actions across its product range, sales strategy, network expansion, after-sales initiatives, and focus on customer centricity, the company has a firm strategy in place to make 2022 its biggest year in India.
Unveiling the company’s strategy to achieve these goals, Hollis said the company will be launching the new Kodiaq on January 10, the first of the six product actions planned for 2022. Continuing the charge will be the all-new Slavia sedan. Built on the same MQB A0 IN platform as the Kushaq, the new sedan will be the torchbearer of the company’s 2022 calendar, alongside Kushaq. In addition, there will be enhancements across the product line-up, which include updates to the Kushaq, Octavia and Superb, he said.
Talking about the growth in 2021, he said, “The growth is due to the team’s commitment and approach towards building a strong customer centric brand. Despite challenges of the pandemic and a global chip shortage, the company recorded a 130% growth in 2021. We will build on this strong momentum and focus on the diverse range of products, with constant product actions. At the same time, we look to set new standards of customer satisfaction and further enhance the after sales experience, continue with our network expansion and treble our sales volume. At the onset of the new year, we are on track to achieve the goals we have set for ourselves, which positively reflects our commitment to India.”
Sales Focus
To gear up for the aggressive sales volumes for 2022, the company hopes to build on new and existing avenues like its ‘Certified Pre-Owned’ brand, ‘Corporate Sales’ initiatives, increase penetration in rural markets and also continued focus on dealer workforce training, which is essential for the business operations. It has already facilitated tie-ups with banks & financial institutions and has recorded a 127% growth in 2021 over 2020. The objective is to increase corporate sales penetration further to around 30% in 2022.
All the actions on the sales front will mean that the brand will be amongst the top 10 markets for Skoda Auto and also will be in the top 10 OEMs in India, which will be a tremendous feat.
Talking about the retail outlets, he said, with over 175 touchpoints in 2021, the brand has already increased its presence by almost 50%. The current year will see this growing to 225 touchpoints, resulting in more than 25% growth.
In addition, the newly introduced Compact Workshop, which makes aftersales facilities accessible in all rural areas having a sales branch, will enable the brand to cater to more than 60 rural cities in India in 2022.
Customer-Centric Initiatives
As part of its initiative to increase customer satisfaction, the company has taken several measures to reduce the cost of ownership. These include a 32% reduction in engine oil prices (gasoline engines) and up to 21% lower overall maintenance costs.
Also fuelling the growth are ŠKODA AUTO India’s customer innovations and campaigns. Like the introduction of an
In addition, Artificial Intelligence ChatBot on the company’s website, WhatsApp and Facebook pages have enhanced the information and interactivity levels across platforms that people browse through in the car purchase decision. Besides, a slew of customer-centric initiatives like the ‘Peace of Mind’ campaign enabling the lower cost of ownership, reducing parts prices, accessibility of service centres and the digitalisation of the service process enveloped the company’s customer activities, he added.