Even though automobile sales in the domestic market were lukewarm, a number of car companies like Hyundai India and Maruti
Suzuki have managed to push up volumes by offering hefty discount packages for government employees in the country. This was
to encash on the salary arrears of the Sixth Pay Commission, which could also be used as down payment for purchase of cars,
and the revised salary increment to accommodate the monthly EMI’s.
HMIL sold 3,000 units under their scheme, which is almost three times the normal month’s sale to government employees. Under
the scheme, there are special pricing, attractive finance options etc to enable the government employees to own a Hyundai
car. The discounts available range from Rs 10,000 on the i10 to Rs 31,000 on the Verna, and are still applicable. Moreover,
the company tied up with State Bank of India, Axis Bank and HDFC Bank to provide with attractive finance schemes for the
government employees for their vehicle purchase. The promotional activities and State Bank of India’s active participation
proved vital for the scheme’s success.
Maruti Suzuki India Ltd. (MSIL) had implemented a similar scheme christened ‘Wheels of India’, managed to sell around 12,000
units to government employees, which is at least four times more than the average number of units delivered to them.
General Motors India had introduced a limited-period offer, where the central and state government employees got a discount
of Rs. 62,000 on Chevrolet Spark and Rs. 31,000 on Chevrolet U-VA, and was inclusive of all discounts and special offers
already enforced. Similar special discounts were also available on the Chevrolet Aveo and Chevrolet Optra as well. And the
strategy worked in favour of the company as it managed to notch up record volumes.
Source: http://www.wheelsunplugged.com
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