Porsche doesn’t have its manufacturing unit in India and doesn’t participate in major auto shows either. But Ashish Chordia, MD, Porsche expresses satisfaction with the growth to Angshuman Paul
Driving a car is passion, but driving a Porsche is a dream. The luxury car makers have ambitious plans for Indian operations. In an exclusive with B&E, Asish Chordia, MD, Porsche India shares the German car maker’s plans for India.
Driving a car is passion, but driving a Porsche is a dream. The luxury car makers have ambitious plans for Indian operations. In an exclusive with B&E, Asish Chordia, MD, Porsche India shares the German car maker’s plans for India.
B&E: Apart from Delhi and Mumbai, what are the cities where you are planning to open outlets?
Ashish Chordia (AC): Our strategy for India has been the same since day one. We plan to have 10 dealers in India, out of which at least seven should be operational by the end of 2010. New Delhi and Mumbai are already operational and this year we will be foraying into Ahmedabad, Chandigarh, Hyderabad, Chennai and Kochi. In addition, as the official importer for Porsche in India, our major investment will always be in human resources. We have made substantial investments in online training systems for all our dealers and we also facilitate their training by experts from Porsche AG.
B&E: Compared to players like BMW or Audi we have never seen Porsche participating in hyped events like the Auto Expo. Please comment?
AC: We never undertake any activity just because other premium brands are doing so. Participation in motor shows is decided by Porsche AG well in advance. Just to give you an example, despite the US being a major market for Porsche, they have not participated in the Detroit Motor Show for the last 3 years. We regularly participate in events which directly cater to our target audience and if we see such an opportunity in India, we will definitely participate.
B&E: In our earlier interaction with Rod Wallace (official importer, Porsche Cars India), he has accepted that sales figures are very miniscule for Porsche in India but it has a bright market post slowdown. What’s your take on this, as the slowdown is over?
AC: Indian demand for luxury cars has been growing from the past few years and I expect this trend to to continue in the future as well. When compared to other premium luxury car makers, we are a niche player by choice. With the launch of the new Cayenne and the strong response we have received, we are confident of surpassing the targets we have set for ourselves. Since the launch, we have received orders for over 140 cars, which makes it almost one car per day.
Ashish Chordia (AC): Our strategy for India has been the same since day one. We plan to have 10 dealers in India, out of which at least seven should be operational by the end of 2010. New Delhi and Mumbai are already operational and this year we will be foraying into Ahmedabad, Chandigarh, Hyderabad, Chennai and Kochi. In addition, as the official importer for Porsche in India, our major investment will always be in human resources. We have made substantial investments in online training systems for all our dealers and we also facilitate their training by experts from Porsche AG.
B&E: Compared to players like BMW or Audi we have never seen Porsche participating in hyped events like the Auto Expo. Please comment?
AC: We never undertake any activity just because other premium brands are doing so. Participation in motor shows is decided by Porsche AG well in advance. Just to give you an example, despite the US being a major market for Porsche, they have not participated in the Detroit Motor Show for the last 3 years. We regularly participate in events which directly cater to our target audience and if we see such an opportunity in India, we will definitely participate.
B&E: In our earlier interaction with Rod Wallace (official importer, Porsche Cars India), he has accepted that sales figures are very miniscule for Porsche in India but it has a bright market post slowdown. What’s your take on this, as the slowdown is over?
AC: Indian demand for luxury cars has been growing from the past few years and I expect this trend to to continue in the future as well. When compared to other premium luxury car makers, we are a niche player by choice. With the launch of the new Cayenne and the strong response we have received, we are confident of surpassing the targets we have set for ourselves. Since the launch, we have received orders for over 140 cars, which makes it almost one car per day.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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