Motors has introduced ‘Anubhav,’ showroom on wheels, a door step car buying
experience for the rural customers. In line with its rural marketing strategy,
this initiative will help increase reach in tehsils and talukas, which have
high potential in terms of rural population, and economy.
total of 103 mobile showrooms are being deployed across the country, to enhance
the Tata Motors brand awareness in rural India. These mobile showrooms will
help existing dealerships to offer a doorstep sales experience to customers and
assist them with information about the New Forever range of cars and SUVs,
accessories, avail finance schemes, book a test drive and evaluate existing
cars for exchange.
Amba, Vice President, Sales, Marketing and Customer Care, Tata Motors Passenger
Vehicles Ltd. said, “We are delighted to commence the Anubhav initiative. This
is a significant step towards taking the brand to the hinterland and making our
New Forever range of cars & SUVs more accessible while reducing our
dependability on the traditionally followed model of a brick-and-mortar
facility. These mobile showrooms will be a one stop solution for rural
customers seeking information about our cars, finance schemes, exchange offers
etc. They will also derive important consumer insights and data for us to
further improve our customer outreach. Rural India sales contribute around 40%
to the total passenger vehicles sold in India and with this concept we are
confident of expanding our reach, and increasing our customer base in these
the expertise of Tata Motors Commercial Vehicles Fully Built Vehicles (FBV)
Division, the Anubhav– Showroom on Wheels has been developed on the Tata Intra
V10. These mobile showrooms will be operated by dealerships under Tata Motors’
supervision and guidance. All the dealerships will define monthly routes for
these vans on which they will ply and cover the targeted village or tehsil.
These mobile showrooms come equipped with GPS trackers to monitor the movement
for better utilisation.
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