When i searched for “Citroen Siliguri” showroom: I was shown the nearest Citroen dealership is available in Thimphu, Bhutan. That’s another country!
BHPian arjab recently shared this with other enthusiasts.
Instead of ramping up dealer network at a rapid pace, investing in high visibility advertising campaigns, long test drives for target consumer groups: some dude at Citroen decides to plonk in Dhoni stickered cushions, decals and other gee-gaws and try to sell cars.
For heaven’s sake Citroen: your car’s are mechanically very well engineered and sorted out. Admittedly there are many missing bits but there are a lot of customers out there who are looking at a competitively priced car which they can use for their daily transportation needs and will not lose much sleep over missing features.
But they need to know you. They need to see you. See your showrooms. See your demo cars roaming their towns and cities. See your product’s billboards, TV ad’s, Mobile Ad’s etc. See you participating in each and every town and city road shows.
Do you know how many people even till now ask: “Citroen, who?” “Car?” “What car do they make?”
I am from Eastern India and just for a lark, I decided to search on your official website, Citroen, for your showroom locations in various cities in India. Voila! Look what i found!
- Siliguri: (the gateway to North – East India)
When i searched for “Citroen Siliguri” showroom, surprise, surprise: I was shown the nearest Citroen dealership is available in Thimphu, Bhutan. That’s another country!
- Bhubaneswar: (capital of Odisha)
No Citroen dealer available in the entire state!
- Guwahati: (capital of Assam, the largest state of North-East & a business hub)
No Citroen dealer!
- Burdwan: (very important Tier-2 town in West Bengal and a hub for doctors and wealthy rice mill owners)
You guessed it! No Citroen dealer! Closest shown is Kolkata Citroen dealer, which is 130 kms away!
If this is the state of affairs, then Citroen, please do not blame the Indian customer for not “knowing” your products!
It is already been more than two years since you started retailing your cars. As it is your vehicle’s are specc’d at poverty levels. You did redeem it by incorporating the minimum “expected” specs in certain variants – that’s a good sign. But where does one go to take a look at it, touch it, feel it and take a test drive?
Please remember car buying in India is still a very emotional purchase. Particularly in the B, B+ and C segment in which you are operating most of these purchases will be the primary purchase for the family.
As an OEM it is your responsibility to re-assure the customer that they are in safe hands when they buy your product and if you do not have a storefront even in major Tier-2 towns and cities, do you think MS Dhoni will be able to placate your customer and convince them to part with their hard earned money?
Wake up Citroen! Before it is too late!
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