I have always been fascinated by the world of customising, as a vehicle owner and more as a marketer. And besides the few aftermarket players, I feel the Indian automobile manufacturer has not explored, let alone exploited, the sheer power of customisation to improve brand experience and loyalty while generating handsome profits. It’s an obvious win-win, yet not one automaker has made a serious effort.
Customisation is not selling accessories. For that, one does not need to be an automaker. Customisation isn’t only cosmetic changes either. For that, one does not need to be a product planner. Your network partner can do a good enough job.
Customisation is the art and science of upgrading a stock vehicle into a ‘personal’ space. The urge to personalise can happen right at the time of purchase. However, given that one painstakingly chooses a variant with the features one wants, the number wanting further personalisation will be very few. In fact, most automakers create feature packages to discourage accessorising.
The real need for personalisation typically happens 2-3 years later. You get a bit bored with the existing package. You want a midlife makeover. Very similar to your own midlife crisis. And you look forward to a solution. But short of replacing your car, nothing exists. Perhaps all you get are cosmetic things, a graphic here, a bit of bling there, new seat covers, some faux spoilers, and, at best, body wraps. Most brands do not encourage even upsizing of tyres. The logic is that the automaker has already packed in all you ever need. Why should you even ask for anything else or more?
This is exactly where the product planner needs to step in and assess the potential of offering customisation solutions for the vehicle’s mid-life. This might seem counter to the traditional strategy of wanting people to change vehicles every 4-5 years, expecting many to come back for an exchange and upgrade. But in reality, you lose most of your base to the larger market and competing brands. The funnel of repeat brand purchase is drying up, according to at least two research firms I chatted with. There is nothing that incentivises the vehicle owner to stay within the fold, so why not monetise keeping it for longer?
A midlife makeover plan certainly will do that. If properly thought out and deployed through the network. The solution has to be more than cosmetic. It needs to be mechanical too. They need to focus on the interiors. They need to allow modules that can be changed and replaced. And with today’s software-rich interiors and features, you can even do feature upgrades very much like how a Google Pixel smartphone has its regular feature drops. This is what will make the owner look at the vehicle with a fresh set of eyes and love. Improves loyalty on the one hand. Impacts sustainability on the other. A win-win for sure!
Shapur Kotwal
Rishaad Mody
