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Challenge: One of America’s biggest auto OEMs planned to enter the Indian market with a slew of passenger cars/SUVs. Given the scope of the Indian Automotive market the OEM was interested in identifying key segments for market entry. Segments included passenger cars, vans and SUVs.

Our Involvement:
• Segment Identification Consumer Trends: market forecasts, expert opinions were tracked and combined over the past 10 years. Subsequently, an evaluation was performed to indicate future consumer trends and requirements. This allowed us to identify the right segments for market entry.

• Competitive Benchmarking: Our benchmarking analysis consisted of two stages. The first stage evaluated the various OEMs and their operation’s status in India. The second stage involved studying various car models within particular segments. A product analysis was performed to realize the ideal engine variants; standard & optional feature combinations.

Outcome: Eventually two key segments were identified. These segments promise growth in upwards of 30% of the next 5 years.  In addition to that, direct import routes for high brand-recall products were also suggested. The OEM accepted these suggestions and the products are due to be launched in 2008-09.