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Indian (auto)motives?!?
The
‘my car is better than yours’ dilemma has been a psychological ailment in Western societies for long, so much so that it has almost taken epically disturbing dimensions lately. Neighbours around the world have been willingly part of this battle and it appears that there is no way out of this situation. Even though this was a strictly ‘developed country’ phenomenon, where citizens had cornucopic car choices, there was a very interesting fact to it. The uneasiness inducing cleft stick acted as a virtual yardstick between the haves and the have nots of the world. A perpetual differentiation between those who could not only afford personal transportation but also think of jealousy at that and those who could not even think of such amenities in the first place, leave alone choose! With only 7 cars per 1,000 persons, Indians as a matter of fact found themselves in the latter group of forsaken souls. A difference which is so blindingly glaring that humanity’s disparities become ever so obvious, so painful. Now however, things are changing and at a very rapid rate at that!Suddenly this so called Western phenomenon is finding its way into Indian societies as well! Post-1992, there have been so many cars making space in the Indian market place, that harbouring a grudge against your neighbour’s car has indeed become a reality. Today India is the world’s twelfth-largest consumer market, with the fourth highest Purchasing Power Parity in the world! It is destined to become the number three car market by 2018 with just the big markets like the US, Japan and China ahead of it. Major players like BMW, DaimlerChrysler, Ford, Honda and Toyota are already present & are planning bigger investments in the country. According to SIAM, close to 275,147 passenger cars were sold in April-June 2007-08 alone. Recording a year-on-year growth of 12.6% on an average, the Indian car industry is all set to fulfill Indian dreams. Even though the compact segment is the largest contributor in the statistics here, the growth distribution is evenly matched in all the segments. Looking at the present year-to-date picture, India can boast of some of the best known brands which roll out of the four-wheeler assembly lines.
So while two decades back, all that Indians could think of in the name of a four-wheeler was a rugged Fiat or the coughing Ambassador from the stable of Hindustan Motors, today, one can easily spot a striking red Lambhorgini Murcielago or a dashing black Audi parked outside malls and residential colonies alike, in major cities across India – all thanks to liberalization & growing per-capita income fuelled by the excellent economic growth!
As
far as the two-wheelers are concerned, there is a deep-rooted relationship between us and them! The two-wheeler has proved a great comforter at a time of distress for us Indians. It acted as ‘safety valve’ and provided some solace when all that an Indian could afford was a prehistoric leviathan on two wheels (that too after a great deal of patience!). From a time when domestic two wheeler production touched a pathetic sub-2000 units annually to today, a time where close to 1,800,000 units are sold in a matter of months, there have occurred massive changes in the general consumption patterns of the nation. The sheer aspiration of Indians and their willingness to climb up the value chain has been nothing short of phenomenal! The 150cc scooter has given way to motorcycles. These sleek machines have brought about a paradigm shift in the nations thinking and have simply revolutionised the way Indians perceive(d) transportation – all only proving why the two-wheeler will still not be rendered obsolete as a ‘family vehicle’ for a long long time to come!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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