As the commencement date of Delhi Auto Expo 2012 comes closer with every passing day, automobile manufacturers are banking on social networking websites to publicise their products further and ensure full house at their stands.
Over a period of time, Internet has been playing a key role in influencing the potential car buyers, particularly youngsters. Therefore, in a bid to offer the best possible exposure to its cars, companies are much inclined towards creating a buzz using social media. A fan page dedicated to BMW’s luxury marque Mini that was created two weeks ago has managed to attract around 50,000 followers on Facebook. These figures have outpaced experienced rivals in the Indian market like Volkswagen India, which had to wait for two years in order to tick the number of followers to 50,000.
The official website of Mini welcomes its visitors by saying ‘Namaste India’, along with a live countdown that creates much excitement before the launch of Mini Cooper range, scheduled for 5th January 2012. “Mini will debut as a premium brand in India with launch of Mini, Mini countryman and Mini convertible,” a BMW official said. As a matter of fact, the British brand will be made available in India through exclusive dealership network. Moreover, a strategic team will supervise the operations related to Mini's launch in the country. The Mini cars are likely to carry a base price tag of Rs. 25 lacs.
Another popular British brand, Triumph Motorcycles, is all-set to provide a deep glance of its motorcycling know-how to the fans through videos and images of bikes like Bonneville Black, Rocket 3 and Speed Triple. Bajaj Auto has taken the responsibility to bring Austria’s KTM bikes at the Auto Expo in order to suffice the changing needs of Indian bike lovers. The auto maker has put up teaser images of Duke 200 on its exclusive promotional website. The motorcycle would take the centre stage at Bajaj bikes stall during the mega event.
“Social media is picking up in India and is going to be order of the day as a new tool for companies to highlight their product features,” said Abdul Majeed, Auto Practice Leader, PricewaterhouseCoopers. Peugeot Citroen that is geared up for its return to India has actively joined the league with online advertisements featuring its ‘508’ Saloon, which will be pitched against Honda Accord.
The fact that social media is a highly economical way to reach the Indian masses has prompted auto makers to count on it in order to experience unprecedented response at the Auto Expo.
