Car buying for the Indian consumer has always been a big affair. Given the magnitude of the expense involved, and the fact that most purchases are on a loan, it’s not surprising that the average Indian car buyer does spend some sleepless nights before arriving at this decision.
While most consumers would ask friends and relatives about their experiences with the car they own and then decide their own purchase, India is witnessing a new breed of consumers who are actively using the www to arm themselves with all the information required to make the ‘right decision’. From searching for features, colors, dealers and prices to reading up on the strength and more importantly downsides of each car, the Indian car buyer is on the threshold of a new avatar. The number of people on automotive related sites in India has witnessed an increase of more than 30% (Source: Comscore) over the last 1 year. Another testimony to this fact is the spurt to the No. 2 position in the automotive aggregator site category of the Times Group’s site – ZigWheels.com. (Source: Comscore, Sep 08). With close to 3 million page views a month and a large percentage of them being on car features and expert reviews. According to a spokesperson from ZigWheels.com, ‘we offer consumers, expert value added content on our site, which empowers every consumer with knowledge on the car of their choice, so that they form an informed point of view. Also a key focus on the latest launches to keep the consumer abreast with the category has been lauded by our consumers. ZigWheels was the first to bring out expert analysis of the newly launched Indica Vista, and Toyota Corolla Altis, as well as in depth coverage on the Paris Motor Show, with special focus on two new cars about to be launched in India – the Suzuki A Star, and the Hyundai i20. ‘
ZigWheels also has a cross media offering as a weekly print supplement with The Times of India & The Economic Times. So with more and more cars being launched, and heightened confusion in the consumers’ mind, expects a flurry of anxious car buyers as well as those who like to be updated with the latest launches, clicking on the mouse and becoming knowledgeable.
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