This lockdown will also see a slowing down of the economy not only in India, even globally. In 2019 we saw the Auto Sector going on a downturn, then the Government announced a slew of packages and corrective measures. The industry was slowly getting back on its feet, and out of the blue COVID -19 struck. Many Auto Brands had plans to launch a slew of Cars in the month of March.
The country has seen an unprecedented lockdown since the outbreak of this pandemic. The recent outbreak of the COVID – 19 has caused a tectonic shift in most people’s lives. There are so much stress and anxiety about job losses, loneliness, and other factors.
MediaNews4U spoke to Tarun Jha, Head of Marketing and Product, ŠKODA AUTO India on the effects of the lockdown and how the auto sector will fare post-COVID 19
The automotive sector went through a serious downturn last year, and just seemed to be recovering when this crisis hit us, how are you coping?
The slowdown in the automotive business has been prolonged a bit and the recovery has been pushed further. No one can accurately predict when it would be back to normal again but all automotive companies are gearing up and preparing themselves for tomorrow.
We are preparing for the launch of three of our new cars, which we had presented at the Auto Expo in February this year. The launches will be delayed by a few days but all our preparations are on track. We see this crisis as a blip, which will be evened out soon, owing to the huge pent up demand for cars in India.
As a team, we are also working on a lot of future-oriented projects that will prepare us for the changing times to come. Plus, we are investing in learning and training.
Post-COVID 19, what will be your strategy regarding communication?
We have always emphasized on the inherent safety, security, and comfort that our cars provide to the users. This will remain the cornerstone of all our communications. We see a new layer is added to our communications, and that is the safety and hygiene elements of the car buying and ownership experience that will become important criteria for customers in choosing their brands. The emotional elements of freedom and mobility will also play an important role.
What will be your ad spend on traditional media v/s digital medium?
We have always been quite heavy on digital, while not moving away from the traditional. All media has an important role to play in our mix. We will study and evaluate the media consumption patterns, during and post the lockdown to arrive at a strategy that serves the best interests of 3 major launches. We do not want to take any knee-jerk and dramatic calls at the moment. We will wait and watch.
Are you seeing fresh orders in this period of lockdown?
Yes. Our OCTAVIA RS 245, which was opened for online booking on 1st March 2020 is all sold out. We have received good orders for the other cars that are being launched soon too. Customers who are placing orders also understand that the delivery would happen to post the lifting of the lockdown and are willing to wait a few days.
What is your one positive mantra to your team during this period of lockdown?
I tell my team that this is the time that will separate the wheat from the chaff. The intelligent and creative decisions we take now will decide the future of the automobile industry. I advise them to look at this crisis as an opportunity and not as a threat. Bright people understand it.
