Auto Expo India, 2020 – A Review

March, 2020

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Table of Contents

Overview of Auto Expo 2020

:Page 3-8

Pavilion Evaluation:Page 9-21

Perception towards brands:Page 22-27

Perception towards new technologies:Page 28-33

2 – Wheeler players:Page 34-36

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OVERVIEW OF AUTO EXPO 2020

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3

Auto Expo 2020 was focused towards new technologies andinnovation in the auto industry•

The 2020 edition aimed at creating an alluring experience for the visitors by resurrecting a new brand image which
was not only focus on static display of motor vehicles, but had focussed on ‘Entire Mobility Eco-System’, envelopedby the theme of “Co-Create, Co-Exist and Celebrate”•

This metamorphosis has not only rechristened the image of ‘Auto Expo – The Motor Show’ internationally, but also
allowed the discerning visitors to experience, comprehend and appreciate the kaleidoscopic journey of theautomobile industry, especially over the last 20 years•

Korean and Chinese passenger vehicle brands focussed mostly on EV – portraying the future of Indian industry
along with their capabilities in next generation technological features, safety features•

Other European, Japanese and Indian brands also showcased their capabilities in EV, however, focus was
mostly on new/upgraded models which are technologically superior, more safe and having new-age sharing
and connect features etc.

•

2 – wheelers section mostly focussed on EV 2 – wheelers (Chinese, Japanese, except Suzuki and indigenous
players); there were few electric 3 – wheelers also catering to the cargo segment

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Exhibitors & Absentees at Auto Expo 2020
Exhibitors•

In addition to exciting players, new comers from China (GWM and Haima) and start-ups in e- two wheelers(Okinawa, EeVe) participated this expo.
4 Wheeler Brands
Maruti Suzuki
Tata Motors
Hyundai
Kia
MG Motors
GWM
Haima

Mercedes Benz
Volkswagen
Skoda
Renault
Mahindra & MahindraForce

2 Wheeler Brands
Suzuki
AprilaVespa
Mot Guzzi
Okinawa scooters
Hero Electric
EeVe

Absentees•

More than a dozen automakers were missed this time, including regulars such as Hero MotoCorp, Honda Motorcycles andScooters India, TVS, Yamaha Motor India within two-wheeler segment, likewise key passenger vehicle OEMs such as Honda
Cars India, Toyota Kirloskar Motor ltd, Audi, BMW, Ford and Nissan as also Ashok Leyland, VE Commercial Vehicles, Scania
among the Commercial Vehicle OEM•

Other absentees included Royal Enfield, Harley Davidson, Triumph motorcycles, Bajaj Auto, Eicher Motors, Jaguar Land
Rover, and Volvo Cars India, but these companies have given the event a miss in the past as well

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The Expo Layout

Source: http://www.autoexpo-themotorshow.in/wp-content/uploads/2020/02/layout-for-website.pdf
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Auto Expo 2020 – at a Glance

Total Footfalls

Total Companies Participated

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6.08 L108

Total No. of Product Displayed

352

Launches and Unveils

75

New Concept Showcased

15

Source: https://auto.economictimes.indiatimes.com/news/industry/auto-expo-2020-caught-visitors-fancy-despitemissing-out-on-mega-brands-and-launches/74126953

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PAVILION EVALUATION

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Most Attractive Pavilion as per Visitors
MG and Tata achieved highest interest by the visitors, and Chinese OEM grabbed highest attention whencompared to OEMs from other countries.

MG
GWM

12s

5

Tata
Mahindra &Mahindra

Mercedes Benz

7

Renault

7s

HyundaiMaruti Suzuki

5s

2

Kia

6
1

3

3

4s

1
2

2s

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Source: Visitor hearing at Auto Expo conducted Intage (N=30)

9Morris Garages
7 respondents considered as most interesting pavilion
•
•
•
•
•
•

Showcased the old British culture and tradition
The pavilion was decorated with brick style theme –highlighting the traditional and legacy of the brand
Old British vintage car and their replica – showcasing
pioneer British technology and trust
Complete demo of electric vehicle and how the electricengine operates – through a transparent demo car
Variety of electric car models focussing for Indian roads
Internet car – attracted the customers to experience thepavilion of technological features (including MG connect)[Voice of visitors]“The vintage car models displayed in MG pavilion were
awesome and it is expressing the age old pioneer technology
and British legacy as well…”“Overall ambience and display of the cars was awesome… thetelephone booth structure was wonderful…”“The attraction was electric car mechanism display… So manyelectric cars were displayed…”
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Tata Motors
6 respondents considered as most interesting pavilion
•
•
•
•
•
•

Largest pavilion: eco friendly and go green makeover –grass carpet and wall across the pavilion
Artificial elevated test drive ramp - A first in India
All types of vehicles displayed – from passenger cars tocommercial vehicles
Tata Sierra concept was the top most attraction
Separate demo space for all the car models displayed –Altroz display description was innovative
Sharing concept – the new Tata initiatives to adopt futuretechnology[Voice of visitors]“I was really surprized to see the Tata pavilion… it was sohuge… grass form carpet was spread everywhere… an Indianbrand showing eco-friendliness… all the vehicles weredisplayed…”“Tata pavilion has done a remarkable thing first time… I visit
expo every time and noticed that they have created elevatedtest drive ramp in the pavilion itself… Hope they haveconsidered all the safety concern to prepare it here…”
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Great Wall Motors
5 respondents considered as most interesting pavilion
•
•
•
•
•
•
•
•
•

Vibrant & energetic lighting combination – entire pavilion
was highlighted with multi-colour lighting combinations
Overall pavilion colour combination
Big display of air bags – safety features
Strong and sturdy cars are in display – majority are SUVs
All cars – level 2 autonomous
Driverless level 3 autonomous concept car showcased
The map showcasing the footprints of GWM globally
Focus on EV and the varieties displayed
Courtesy of the staffs and their demonstration[Voice of visitors]“The vibrant colour of the pavilion is amazing… the car models
were displayed very nicely so that everyone can see thecomplete car even if crowd is there…”“Safety display at GWM pavilion nicely positioned…”“GWM is considered as the world’s leader in SUV market andhence interest was there… overall pavilion didn’t disappoint…”
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Kia
3 respondents considered as most interesting pavilion
•
•

•
•
•

Very well lit pavilion and Seltos and Carnival were the key
attraction of the pavilion
Kia showcased its electric vehicles which aretechnologically equipped advanced car
The experience of driving a Kia car – experience via 3D
driving exposure
Actual Kia engines were displayed
Kia connected service which is provided to all purchasers
was introduced[Voice of visitors]“Both the models Sonet and Carnival were the key attraction
and the way they were displayed and highlighted wasinnovative…”“I had taken an experience of 3D driving of Kia cars… although
there was a long que, however, the experience was good…”“The technology packed pavilion and the intention was to visit
this stall just to know their success in India…”
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Mercedes Benz
3 respondents considered as most interesting pavilion
•
•
•
•
•

The only luxury brand that participated in the expo andthe colour theme of the pavilion was most elegant –highlighting the luxury and premium brand value
Entire set of luxury cars in all price ranges was displayed
For existing customers of Mercedes, it arranged an audio
session for detailed specifications of all the cars
Maybach and Marco Polo were the key attractions; luxury,
comfort, richness etc. were demonstrated through thedisplay of Marco PoloIt also showcased its presence in EV – with EQC 400;
expected to be launched in India in Apr 2020

[Voice of visitors]“The Mercedes Benz stall was the only luxury pavilion and amust visit… they have displayed all the product range andambience itself was classy type… they also provide free gifts toall the visitors…”“The best car shown in the pavilion is the Marcopolo… really aworld class vehicle and luxury unlimited…”“Must visit pavilion as it is the only luxury brand here…”
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Maruti Suzuki
2 respondents considered as most interesting pavilion
•
•
•
•
•

Maruti showcased its complete range of products
The key attraction for the pavilion – Jimny , Futuro E
Well organized display of car models
Separate NEXA pavilion showcasing the next generation
image of the brand
The media centre in between the pavilion[Voice of visitors]“Jimny model is very well known and old model… I am excited
to see the model and will be eagerly waiting for its launch…”“Maruti brand is close to every Indian… therefore, a must visit
pavilion… space utilization was so well managed that even incrowded Sunday, we didn’t face any issue see displayed car…”“The media centre in between the pavilion was attractive andnever saw in any other pavilion…”

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15

Hyundai
1 respondents considered as most interesting pavilion
•
•

•
•
•

Key attraction was Creta full make over launch –inaugurated by Shahrukh Khan
The fully automatic next generation car (displayed as aconcept car) – Le Fil Rogue
Hyundai Kona was showcased – the EV model for future
generation of India
The Hyundai connect App was highlighted – Blue Link: theapp operation was displayed in a big screen and it wasinteractive and user friendly
Games activity area and 4D theatre were attractions[Voice of visitors]“I am a Creta user and just came to Hyundai pavilion to checkthe new Creta face lift version… I purchased my car 4 – 5months back and if I knew that this model is going to getlaunched, I could have postpone my decision…”“Got information about Hyundai cars more in details in 4Dtheatre, which was a pleasure experience…”“The Hyundai connect App and its interactive functionality
display is what a customer wants to see…”
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Attractive Models which Pulled the Crowd

Mercedes Marco Polo

Force Gurkha

GWM F7/F7X

Hyundai Creta New Edition

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Maruti Jimny

Mercedes AMG GT
17

Attractive Models which Pulled the Crowd

Kia Carnival Hi Limousine

Skoda Karoq

MG GT
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Hero Electric Trike

Suzuki Katana
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Concept Cars Showcased

Futuro E – Maruti

Funster – Mahindra

Le fil Rouge – Hyundai

Sonet – Kia

Marvel X – Morris Garage

ID Crozz – Volkswagen

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Concept Cars Showcased

Vision IN – Skoda

Sierra – Tata

HBX – Tata

GWM Haval Concept H

RS 2027 – Renault

SYMBIOZ – Renault

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PERCEPTION TOWARDS BRANDS

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Perception on Brand and Country of Origin:
Chinese Brands•

Indian consumers considered Chinese cars are “value for money“ and are not concerned about
product’s quality. They perceived MG/ GWM as globally established brands, instead of Chinese brands

MG

•
•
•
•

A confusion is there whether Chinese or British
Feature loaded – internet car
Started penetrating & competitive
Superior in electric vehicle

GWM

•
•
•
•

New entrant in India – must be competitive
A global SUV leader
Sturdy by body build
Focus on safety and technology“Chinese brands are not always bad… if you see the mobile industry, every mobile is assembled or manufactured in China
or Taiwan… in the same sense, car manufacturers from China may rule the market if they sustain with quality…”“Chinese cars in China are of very good quality and globally recognized… if they maintain the same quality as it is there in
China, definitely Chinese brands will penetrate the Indian market…”“How can you say Chinese brands are bad… Great Wall Motors have 17% market share in Global SUV segment and it is
known for that…”“MG (Morris Garage) although now owned by Chinese company, it is actually a British origin brand… it carries that British
legacy and hence, don’t think that the quality will be bad… MG Hector already well penetrated in the market …”

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Source: Visitor hearing at Auto Expo conducted Intage (N=30)

23Perception on Brand and Country of Origin:
Korean Brands•

Kia is also perceived as value for money car because of lucrative features with affordable price range

KIA

•
•
•
•

The number 1 selling car brand in India as of now
Feature loaded car
Value for money
Poor after sales service

Hyndai••••

Perfect car for Indian roads – high visibility
Innovative
Good body build
A market leader as of now“20 years back, Hyundai, a Korean brand entered the Indian market… Santro was a signature car… slowly but steadily theycaptured the Indian market… now, they are among top 3 brands in India…”“Kia is a Korean brand and sister company of Hyundai… therefore, it is trustworthy and see Seltos…selling like hot cake…”“Kia has created a superb entry in Indian market… it understood the customers’ requirement and therefore, providing value
for money cars… not heard any negative about Seltos as of now…”“Although Kia has captured the market, however, after sales service needs to be taken care as this is the place where
Indian customers’ mindset plays a crucial role…”

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Source: Visitor hearing at Auto Expo conducted Intage (N=30)

24Perception on Brand and Country of Origin:
Indian /Japanese Brands•

Due to high visibility on the road, Maruti Suzuki and Tata have image of common car•

Maruti Suzuki•

Tata Motors•••

The common man’s car – mostly for everybody andanyone can afford
Low maintenance and service centres/spare parts
are available everywhere
Sturdy by build quality
A native brand – hence emotion is attached
Change in design & technology – it can competewith any global brand now“Indian brands like Maruti and Tata are more of common peoples car… they are value for money and now if you see theirpavilions, they have already strengthened their technology, safety features, built quality…”“Maruti is such a company that still holds the maximum share… what ever your budget is, you go to Maruti showroom andyou will come back after purchasing a car…”“Maruti is known for its service centres and spare parts… you have seen the ad – where ever you go, you are never far froma Maruti service centres…”“Tata has also become Global… Tata has a collaboration with JLR… now, they are coming up with advanced technology
cars with superior design…”

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Source: Visitor hearing at Auto Expo conducted Intage (N=30)

25

Perception on Brand and Country of Origin:
Japanese Brands•

Japanese brands such as Toyota and Honda are perceived as high quality and trustworthy brandToyota

Honda

•
•
•
•

Trustworthy
Superior engine quality
No maintenance car with high resale value
A premium Japanese brand

•
•
•
•

A pioneer in design in India
Good engine quality
Good body build
Durable“Japanese brands like Toyota and Honda are always trustworthy and of superior quality… Korean brands like Hyundai isoffering superior quality… now, they need to be more cautious to compete with the new entrants…”“Toyota is always a premium brand for any Indian customer… it is known for its engine quality and low maintenance…”“Honda City is an iconic car in Indian market… Honda is good at design and being a Japanese brand, it is superior in engine
quality as well…”“We see the car, not country of origin. If Chinese OEM offer good value for money car, why we won’t go for it? I
understand Japanese cars are very good quality, but bit expensive.”

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Source: Visitor hearing at Auto Expo conducted Intage (N=30)

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PERCEPTION ON THE NEW TECHNOLOGY

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New Technologies focused by OEMs•

Among advanced technologies (Connected, Autonomous, Shared & Services, Electric); OEMs focused onelectric but not sharing in this expo

EV
Number of display
0

10

EV

20

Autonomous

30

22

Connected

5Autonomous

3

Sharing1

Connected

Sharing* Intage counted number of display among
11 OEM (4-wheelers) on 8th Feb.

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27

Electric Vehicles Showcased in the Expo

MG Marvel X

Mercedes Benz EQCHyundai Kona

Kia Soul EV

Tata Nexon EV

Tata Altroz EV

Kia Niro EV

GWM R1

Renault K - ZE

Tata HBX EV

Haima Bird Electric

Mahindra eXUV 300

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Perception of Power Train•

Increasing social responsibilities and for pollution free India, OEMs introduced EV’s proactively andconsumers planning to consider EV as a next solution for industry though infrastructure is a challenge•

Govt. of India is also emphasizing and promoting and INDIA is slowly moving towards adoption of EV•

Consumers are aware of EV and Hybrid, while there is limited awareness of Fuel Cell and PHEV

Barriers

Drivers

Insufficient Infrastructure

Govt. Policy and Push for Adoption

No/Limited Charging Stations

Increase in People Knowledge

No Charging Option at Home as
Staying in Condominium

Demand of Pollution Free City•

Initial Cost of the Vehicle
Low Range – Limited Mobility•

Low Top Speed – Not Thrilling

Both organizers (SIAM, ACMA) andvarious OEMs are focusing on
promoting EV this time through theAuto Expo
Few OEMs are planning to contributeto building up of infrastructure
facility as well

Willingness to Adopt New
Technology
Almost NO maintenance
Much Lower Running Cost

[Knowledge level of new power train]• Customers are aware about hybrid, but, can’t differentiate between mild/micro/complete hybrid• Fuel Cell technology and PHEV (Plug-in Hybrid Electric Vehicle) have limited/no awareness• Hyundai Pavilion had a demonstration of Fuel Cell Technology, however, it was hardly noticed by any customer
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Source: Visitor hearing at Auto Expo conducted Intage (N=30)29

How EV Perceived by Customer

Barriers

Drivers“The way Government is pushing adoption, EV will be future for
India…”“I don’t think that India is ready for electric… you are in metros, still
you don’t have electricity connection for 24 hours… think about
smaller town and rural areas… how they will adopt electric vehicle
where there is no electricity…”“Although infrastructure wise we are not ready to adopt electricvehicle immediately, however, initiatives have began & we often see
articles etc. online…”“Government initiative is there to promote electric vehicles andcompanies are also promoting… but, considering Indian scenario, they
will give up in next couple of years for sure…”“OEMs are showcasing the electric vehicles in their pavilion, which is
no way less in technology and build quality… it seems that in next few
years, we can see the majority of electric cars running in Indianroads…”“Initial cost is the biggest issue… companies should take care of thisand put in place more attractive finance options… Government has toincrease the subsidy as well…”“Hybrid car is there… Toyota has hybrid car and now, Maruti is also
coming up with hybrid car… but, I think the future is not hybrid, but
electric…”“In one of the pavilion the fuel cell technology was displayed, but I
don’t know much about it… I am not sure any of the Indian car has itor going to have it…”

“I have heard that full hybrid cars are even costlier than electric car in
the long run, so why one should opt for it… it is better to go forelectric as this is environment friendly as well…”

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Source: Visitor hearing at Auto Expo conducted Intage (N=30)30Perception of New Technologies:
Connected Features•

Customers don’t have significant awareness about connected features – they
understand the feature as App based and as a next generation technology•

OEMs are focussing and promoting the connected features at their pavilions.
They perceive that connected features will become hygiene factor especiallyfor younger generations.

Hyundai Bluelink

CUSTOMERS“The connected features is a App based technology where you can track your car and it isgood for your car’s safety and security… you can also track the mileage etc. through this
App.…”“This feature is also good for geo fencing, where you can track your car and how far it ismoving from your home… you can also have control over it…”“Through App, you can keep track of your vehicle, keep track of maintenance schedule…
can control its reach and maximum speed etc… in a way this feature will keep you always
connected with your car where ever you are…”

OEMs

Kia UVO“Customers are now educated enough because all information are available in various
media… Peoples increasing Knowledge for Safety, Security, Automation is creating an
increasing demand for connected features.…”“Connected feature is a technology for next generation and its is well understood byyounger generations… therefore, connected feature is no more a value addition, but ahygiene factor for all automobile manufacturers…”

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JK Smart Tire

Source: Hearing at Auto Expo conducted Intage: Visitor (N=30) / OEM (N=9)

31Perception of New Technologies:
Autonomous•

OEMs are also feeling the same however, through their concept and featured
car – they have started educating the customers that automation is no longer a
dream and automatic cars are well equipped with all safety features.

CUSTOMERS

For majority of the customers, India is still not ready and it is far way to go forautonomous driving – majorly due to road and traffic conditions“India is a country where non-automated car driving in such a road condition ischallenging, we can’t expect an automated car running in roads.…”“Still safety and security is a key concern and automatic cars will be a failure even after 5
years… India is not at all ready to accept and adopt it in immediate future…”“We have seen the automatic car in one of the pavilion and many companied areshowcasing their automatic car… but, all is happening in controlled environment, but, in
reality, it won’t be possible in India…”

OEMs

•

“We have brought the feature cars with level 2 automation… it is completely tested and
we are soon starting the trial in India… we expect that in future we can launch it inIndia.…”“All the cars are automated as well as you can drive it as well… we have showcased the
car to make the customers understand that we are bringing Global technology which canalso be used in Indian road condition also…”“We are also showcasing the next generation mobility – the level 3 autonomous cars…
this is still in concept phase and it will be ready for road trial soon…”

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GWM – R1

Funster – Mahindra

SYMBIOZ – Renault

Source: Hearing at Auto Expo conducted Intage: Visitor (N=30) / OEM (N=9)

32

2 – WHEELER PLAYERS

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33

2 – Wheeler Players at the Expo•

EV start-ups introduced new models with longer range and speed as also safety and connected features,
whereas Suzuki and Piaggio displayed engine models.

•

EV 2 – wheelers players are now not restricted to Scooter category (which is mostly utility). Innovations
in electric motorcycle category was the key attraction of the Expo

Hero Electric

EeVe

Okinawa scooters

Suzuki
Piaggio•••

Perceived as the pioneer of EV 2 – wheelers, existing in Indian market for more than 12 years
Global player and technically superior in EV in India
Considering customers’ preference – coming up with motorcycle and global level technologically superior
models with high safety features•••

An indigenous brand with native origin with eco-friendly approach
Key focus is to compete with major players with innovative style and design of 2 – wheelers
Already established their presence in Eastern India with good sales and reach, and now eyeing for anational level presence

•
•
•
•

An Indo – Japanese brand – hence, positioning on technology with a wide range of scooters
Key competition with Hero Electric
Customer feedback and satisfaction on high priority
Willing to help to build infrastructure for EV adoption in India••

The major 2 – wheeler players participated in the Expo without any EV offerings
They are still in ‘wait and watch mode’ for the adoption of EV in India considering the existing
infrastructure scenario

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34

Glimpses of the Pavilion of 2-Wheeler players
Hero Electric

Okinawa

Eeve

Suzuki Motorcycles

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35

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