Founded in 1964, The Federation of Automobile Dealers Associations (FADA), the apex national body of Automobile Retail in India revealed the Dealer Support Satisfaction Study that was undertaken under COVID 19 lockdown. The study has been released on 28 September 2020 in connotation with Premon Asia founded in Singapore. Premon Asia is a consumer-insight led consulting, and advisory firm.
Vinkesh Gulati, the FADA president has stated in the statement on the release of the survey, “Even before theCovid-19 pandemic hit us, the Indian Automobile Industry was grappling with a prolonged slowdown. In fact, we were already degrading for 15 odd months. Against this backdrop, the Covid-19 outbreak has been a significant blow to the Auto Industry and especially to Auto Dealers which had almost broken Auto Dealers backbone.”
“Many OEMs came forward during these testing times and offered support to dealers with various means. FADA hence undertook this study and our findings showed varying degrees of difference. While some dealers were better off, some received almost nothing in such trying times. It hence became very essential for FADA to gauge how the principals treated their channel partners, their first customers.
46% Dealers had 2 biggest concerns viz., support towards future business evolution, and support towards re-starting business post lockdown. Also, what came out commonly across all the verticals was that Dealers expect OEMs to Improve their Profitability!”
PremonAsia is a consulting firm with offices based in Singapore and India. The consumer-based firm began its business in 2009, offering its services to customers in South East Asia, India & Middle East. This is one of the promptly developing sectors in India and Asia. The involvement and proficiency reach across all sub-segments of this industry that includes two-wheelers, three-wheelers, cars, commercial vehicles, farm equipment machines, and even construction equipment machines.
After the accomplishment of the complete survey taken place thoroughly, PremonAsia Founder and CEO, Rajeev Lochan explained, “The expectations of the dealers can be divided in two parts. Support during the crisis revolves around how OEMs have responded in managing aspects related to customer communication, dealer manpower engagement & training, and financial support (particularly in terms of negotiating better deals on working capital & term loans through banks). In regard to the future, there is a common concern that the customer engagement process will get far more digitized which, in turn, will impact the dealer’s manpower efficiency, processes, and cost structure. Hence, OEMs who can proactively realign norms around these aspects are going to find greater traction among their dealer partners.”
He further added, “All segments of the market have recorded a weak satisfaction score below 600 which is understandable given that no one can be prepared in advance for handling such a calamity. However, OEMs like Kia Motors & Toyota Kirloskar (for 4W mass market), Audi (4W luxury), Hero Motocorp (2W), and Mahindra (CV small &; light) have met expectations of their dealers relatively better than others. A common thread lies in how these OEMs have managed hygiene issues of support on areas of customer communication and dealer manpower training, while pleasantly delighting their dealers through better term loans to tide over working capital needs.”
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