The Challenge is to Add Value
What do most customers ask for? What are the most common services provided by auto modifiers in India?
There are two distinct kinds of customers. One is the young and passionate people who want the looks for their cars. The second set is older people who ask for comfort.
Which vehicles comprise the majority of auto modifiers' work here?
We don't do vehicle modification any longer. We started as modifiers and were successful, so we ascended the value chain. We do very intense design work. We had to keep optimising. This is a continuous process. Others move up the value chain and somebody else will take their place.
However, I guess the models that are common (for modification) are brands such as Honda, Suzuki and Hyundai.
Since the time you got into this line in 1993 and now, what changes do you see in terms of work done by modifiers, earning potential, scope of work, etc?
There is a lot of change. When we started in 1993, there were not many choices in vehicles. So, customers wanted their automobiles to look different. They were willing to pay to stand out in the crowd. It was easy to cater to them.
I don't think that level of demand exists today. Today, there are many more choices in the auto market. The manufacturer can provide greater variety to buyers. Having said that, one would like to add that customers are open to spending big time. It's because of changing attitudes.
What differences have you noticed when it comes to people's payment preferences in the early ‘90s and now?
Then it was as much as R3 lakh to R4 lakh. Now, people can spend as high as R50 lakh.
What are the challenges for auto modifiers in India?
The challenge is to add value, not to damage (existing) value in the vehicle.
Which qualifications or skills help in becoming a good auto modifier?
You should have a degree in automotive design, a high level of passion and be a good communicator, marketer and people's person.
Author: Rahat Bano (HT Horizons)
Date: 19th October, 2010
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