For August 2013, Tata Motors' total sales registered 49,611 units, which saw a declined of 31% as against 71,826 units sold during August 2012. The company's domestic sales stood at 44,717 units in August 2013, 34% dip as against August 2012 sales of 67,453 units. The exports went up by 12% at 4,894 units in August 2013 as against 4,373 units in August 2012.
The year to date cumulative sales including exports for Tata Motors for FY 2013-14 stood at 254,355 units against 334,125 units during the same period of previous financial year ,registering a 24% decline. The year to date domestic sales is down by 25% at 233,749 units for April to August period of FY 2013-14 against 311,817 units in same period of previous financial year.
Commercial vehicles sales for August 2013 account for 33,153 units against 45,142 units in August 2012 registering 27% decline. The year to date sales decline by 13% for the April to August period of FY 2013-14 at 176,853 units in comparison with 202,827 units during same period of previous financial year.
In the LCV segment 24,904 units were sold during August 2013 registering a 18% de-growth against August 2012 sales of 30,461 units. The year to date sales stood at 127,547 for the April to August period of FY 2013-14 which decline by 9% against same period of FY 2012-13 when sales were 140,417 units.
The M&∓HCV segment continues to lay low as August 2013 sales went down at 44% at 8,249 units against August 2012 sales of 14,681. The year to date sales for the April to August period of FY 2013-14 stood at 49,306 units against 62,410 units in the same period of FY 2012-13, marking a 21% decline.
It’s hard to take any positive from the passenger segment as sales are down by 48% for August 2013 at 11,564 units in comparison with August 2012 sales of 23,311 units. The year to date sales for passenger vehicles in April to August period of FY 2013-14 is down by 48% with 56,896 units against 108,990 units in the same period of FY 2012-13.
The sales of Nano, Indica and Indigo were 8761 units, which indeed is a massive 51% decline as against August 2012 sales of 17,727 units. The year to date sales of the segment is down at 49%. Evidently there is little effect of revamping and massive ad-campaigns of the mentioned models, notably the Nano.
The Sumo, Safari, Aria and Venture range sales stood at 2803 units in August 2013, 39% lower than the sales of August 2012 of 4584 units. The year to date sales of this range also decline by 41%.
Check TATA Car Specification, Dealer Information and Pricelist etc.
Source – Company, ACG
∓The Sumo, Safari, Aria and Venture range sales stood at 2803 units in August 2013, 39% lower than the sales of August 2012 of 4584 units. The year to date sales of this range also decline by 41%.
These figures do not come as a surprise to me at all.
The questions that would come to the minds of most industry watchers would be that while Maruti has been able to build sales Tata has lost ground.
Being a brand TATA loyalist my own assessment and experience has been:
* frontline sales professionals – do not have adequate product knowledge and quality of manpower does not complement the brand image.
* sevice setup – when the customer needs the brand most the company miserably fails the minimum expectations of the client. The Brand needs to gear up on the systems being followed, delivery of experience and value for money to the meet the customer expectations.
My personal relationship with the brand over a period of time has been on multiple product categories and somehow my experience during servicing in each of these product categories has been similar and thus when I need to buy a new product would carefully weigh other options for trail and in case the experience if better probably change brand loyalties. However, the brand needs to understand that an unhappy customer would surely share their experiences with friends and family and thus influence buying decisions of multiple consumers.
The choice of reversing the trend is in the hands of the brand and brand custodians only.
Very good analysis
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