Major Positives and Negatives of Automotive brands in India

 Indian Automotive Industry is the 5th largest in the world and is expected to grow further in the future. It is very important to understand the major positives and negatives associated with each brand that is operating. Following are my observations regarding the Automotive brands in India.

1. Maruti Suzuki

Maruti Suzuki is the leading OEM (Original Equipment Manufacturer) in terms of sales in India. Maruti share is almost 50% in India. So in every 2 cars that are sold in India, one belongs to Maruti. 

Major Positives

• One of the most trusted brands in India 
• Wide spread of sales & service network
• Low cost of spare parts & maintenance is also cosidered very cheap
• Have good number of vehicles in the budget segments
• Maruti models have good fuel efficiency
• NEXA showrooms created that premium feel for the brand
• Have competent & fun to drive petrol engines
• Good resale value for Maruti models

Major Negatives

• Not so successful in above 10 lakh segment models
• Considered poor in terms of safety and build quality due to low weight
• No diesel engines on offer after BS-6 regulation
• Some of their models are poorly styled (S-Presso, WagonR, Ignis etc.)
• Not many models in SUVs which is the current trend (Only Brezza is successful SUV for Maruti)
• Maruti is considered as elderly brand
• Interior quality is not par with other makers

2. Hyundai

Hyundai is the 2nd largest manufacturer in India after Maruti. They have share of around 20% in the market with plenty of successful models like Creta, i10,i20, Venue etc.

Major Positives

• Well established brand in India & has good trust in the market
• Design (Both EXT & INT) is the major USP for Hyundai models
• Quality, Fit & finish are very good in Hyundai models
• Wide range of engine & transmission options
• Good range of model line-up in India 
• Wide network of sales & service centres
• Feature offering is very good in all Hyundai models 
• Smooth and silent engines are big plus for Hyundai

Major Negatives

• These days models are getting a bit overstyled
• Some feel that maintenance costs are bit high
• Koreans doesn't have any legacy in terms of branding
• In some models Rear seat space is not that great
• Safety ratings of current tested models are poor

3. Tata

Tata Motors is the 3rd largest manufacturer in India. It is one of the Indian brand along with Mahindra 

Major Positives

• Recent Tata models have excellent designs (Altroz, Nexon, Harrier etc.)
• Very good build quality and excellent safety crash test ratings
• Tata models are great value for money (Positiond lower than other competitors)
• Good product line-up on offer from hatchbacks to 7-seater SUVs
• Tata models come with good Interior space
• Indian brand image and legacy of Ratan Tata 

Major Negatives

• Tata Motors has an inherent commercial brand image
• Product long term reliability is not great compared to other OEMs
• Showroom and service experience is poor
• People consider Tata as not so premium brand
• Drive experience is not very smooth
• Interior design and quality needs to be improved

4. Mahindra

Mahindra has traditionally been an SUV maker with decent volumes.  

Major Positives

• Mahindra offers good SUVs with strong road presence 
• Sturdy and Robust build quality
• Popular in the rural areas with Bolero & Scorpio
• Safety ratings are good for recent Mahindra models (XUV300, Thar etc.) 
• One of the 1st OEM in India to operate EVs

Major Negatives

• No models in Hatchback & Sedan line-up
• Styling of some of the entry SUVs is poor
• Mahindra has commercial image associated with it
• Many of its models doesn't suit urban buyers
• Showroom and service network is not very great

5. Kia

 Kia is the latest entrant in the market and is performing quite well

Major Positives

• Kia has positioned itself as a very youthful and trendy brand
• Good styling & features offering are major USPs for its models
• Being the sister brand of Hyundai created good trust among buyers
• Interior design & quality in the Kia models is good
• Offers wide range of engine & transmission options

Major Negatives

• Not many models in the line-up
• Still a relatively new brand in India
• Sales & service network is not very wide spread

6. Honda

Honda has got a good legacy in India. Even though their 2W market is going great, 4W sales are dissapointing in the recent times

Major Positives

• Honda has a great Japenese legacy in the Indian market
• Honda is considered as a premium brand in India
• Build quality, Fit & finish are good
• Interior space & fun to drive Petrol engines are always USPs for Honda models

Major Negatives

• Not many new models launched in the recent times. Line-up looks weak
• Honda management are not very keen in investing for Indian market
• Lack SUV models which are current trend in the Indian market
• Maintenance cost and cost of spares are considered premium for Honda

7. Toyota

Toyota is known for their MPVs and reliability in the market. Lets see their positives & negatives in the market

Major Positives

• Products are very reliable & strong build
• Good resale for models like Innova
• Interior space & comfort are major USPs
• Toyota brand is very popular among the officials & politicians 
• Entry into volume segments by using Maruti models  

Major Negatives

• Not many models in the line-up, Surviving in the market only because of Innova
• Association with Maruti has created negative brand image for Toyota
• Styling has always been bland and not very attractive
• Feature offering is poor and vehicles are not value for money
• Interior design needs big improvement

8. Renault

Renault is a french Automaker which is doing good volumes in the Indian market.

Major Positives

• All the Renault products are Value for Money
• Trendsetter in the Indian market with products like Duster, Kwid & Triber
• Packaging and cost optimization skills are excellent
• Styling of the models is very contemporary
• Ride quality & Engine performance are decent 

Major Negatives

• Quality & safety of the products considered poor
• Limited sales and service network
• Many of their models discontinued (Koleos, Fluence, Scala, Pulse etc.) and replcements are not done for them
• Cannibalization with similar Nissan products

9. Volkswagen & Skoda

VW & Skoda are German AUtomakers which have good brand image in the Indian market. Howver, their volumes are limited

Major Positives

• German brand image
• Good Quality & timeless designs
• Safety & engine performance are very good
• Vehicles are fun to drive   

Major Negatives

• Maintenance cost & cost of spares considered very premium
• Sales & service network is not very widely spread
• Limited number of models in the line-up
• Most of the models are not locally manufactured which makes them costlier
• Feature offering is poor compared to other OEMs
• Some of their major models are age old and in serious need for updates