'my LANCER' FROM HINDUSTAN MOTORS

'Some things you are born with...some things you design', screamed a brochure from Hindustan Motors Ltd.  The brochure announced the launch of the 'my Lancer' concept, which seems to have excited the company to no-end and understandably too. It is possibly for the first time in India that a customer can actually get to customise his car and have his specifications carried out at the factory itself.  A unique customer-oriented initiative from Hindustan Motors, the 'my Lancer' is positioned as the fourth variant of the Mitsubishi Lancer, the other three being the GLX, SLX and SFX models. 

Announcing the launch of the 'my Lancer', S Vasudevan, General Manager - Sales and Service, Hindustan Motors, said, "This effort is part of our continuous value addition program aimed at meeting our customer's aspirations.  This initiative directly addresses their need and allows them a fully customised car.  We did a pilot study and found that around 25% of our customers would like to choose their own specifications irrespective of the three models, say, a different colour for their GLX model, which usually comes in 5 standard colours.  The idea came about 8 - 9 months ago and after we received the field reports we took 7 - 8 months to finalise the concept and here we are".

According to company sources, the Lancer presently has a 47% market share in the mid-size premium segment. Hindustan Motors is currently selling some 500 plus cars every month. The introduction of the 'my Lancer' concept is expected to beef up the company's market share further in its segement.

All that customers need to do, to buy a 'myLancer' is to visit a Mitsubishi Lancer dealership, browse through the 'myLancer' kiosk, select the specifications from the host of available options, add them to the existing GLX, SLX or SFX models and place an order.  The price of the car, which starts at around Rs 7, 98, 000/- can go up to nearly Rs 10 lakh.  In addition to this, the customer can do a 'power search', where they can indicate the maximum and minimum amount that he or she is willing to pay for the car that they have chosen.  They will be given various options according to the criteria that they have selected, within the indicated price range.  The car will be produced at the Hindustan Motor's state-of-the-art plant at Thrivallur and will be delivered to the customer through the dealer within 20 days.

Though the 'myLancer' is presently offered through an intranet option, the company is planning to introduce the concept over the net as well.  The total cost of the kiosk at the dealership outlet, comes up to Rs 1.2 lakh.  The facility is available in Chennai presently at the ACT and ARAS Mitsubishi showrooms in Chennai.  The 'myLancer' Kiosks, are very user friendly, whether they would actually influence sales is a different question altogether.

Launched in 1996, the lancer is available in two variants in India - petrol and diesel.  Also it has been ranked as the 'Best Premium Midsize Car' on Indian roads by JD Power Asia Pacific 2000 India Initial Quality Study (IQS).

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