Car makers woo buyers with internet connectivity

PUNE: Car companies in India are increasingly getting their models connected with internet technologies to woo millennials to boost sales in a challenging and tough market.

Auto honchos says today customers want to view all information of the car and experience it on the screen with a click of a button before buying. They also feature voice command and a driver can operate a number of car functions like fuel range check, or adjust the climate control, or change ambient lighting or open window or shut.

Also, customers want to stay connected with their loved ones while on the move and share location from anywhere.

First, it was Hyundai Venue, the compact SUV, the popular car lapped up buyers, followed by MG Hector SUV and then Kia Seltos SUV. All these new connected models are selling like hot cakes while car makers in general are bleeding. The demand for MG Hector SUV was so high, it had to halt bookings to deliver cars on time. Now MG brand has again opened bookings for the festival season.

Luxury car brands also followed suit.

While German Audi has introduced a host of tech-driven new-age solutions for customers as well as its dealer partners under its Digitalization strategy, inclauding ‘myAudi Connect’ App in August, its compatriot rival BMW came out with its 7th generation new 3 Series sport sedan in India fitted with BMW’s virtual assistant, now Mercedes-Benz is getting into it in the country.

Mercedes-Benz said it will introduce connected car technology into its range of cars and SUVs from November 15, 2019.

The tech will be introduced in three phases with Phase 1 seeing the launch of an On-board Diagnostics (OBD) port-based adapter and later introduce an embedded SIM-based system and the company’s Mercedes-Benz User Experience (MBUX) system with a virtual assistant.

“With the advent of digitization the customer needs across the country are rapidly changing, and we are already taking key steps towards creating a luxury customer experience to stay ahead of the curve,” Martin Schwenk, MD at Mercedes-Benz India, said.

He said the customers want to experience the brand anytime and anywhere — online and offline.

“Therefore, we have created numerous channels, products and services to further focus on the ease of interaction for our customers,” Schwenk pointed out.