Expressing confidence on the growth prospects of Indian automotive
aftermarket industry in the years to come, Mohan Himatsingka, president
of Federation of Automobile Dealers Associations (FADA) explored various
opportunities and challenges available in the Indian automotive market
during an exclusive interview.
He elaborated on the issues like opportunities available in automobile
dealership business, green tax in diesel cars, burgeoning spurious auto
parts market in India and FADA's proactive role to boost the automobile
dealership market.
What is current status of Indian automotive market ?
Mohan Himatsingka: The situation is uncomfortable. All
OEMs had been ramping up their capacity, thinking that the industry
will grow at around 15 to 17% over last year. With virtually flat
growth, suddenly we find that there is more production than sales and in
turn either the inventory of manufacturers are increasing or they are
reducing their production. Similarly with dealers inventory is also
increasing and also, because of pressure from competitive Co-Dealers /
Manufacturer, selling expenses and discounts are also increasing which
in turn is eroding the dealership’s margin.
Many automobile dealers now find that one dealership of a product /
company or only one enterprise dealing in automobile business will not
be sufficient to take care of their social status and either they are
switching from these businesses or are adding more businesses to their
dealerships.
Manufacturers and dealers are now required to learn and prepare
themselves for a situation where sales of vehicles alone will not keep
them economically viable. Now Dealers has to undertake virtually all
allied activities and have to put serious efforts in developing allied
business for survival. This industry is currently passing through
troubled period where dealer will have to learn to increase their delta
profit from all other activities other than sale of vehicle, they will
also have to ensure that profit from other activity of dealership
continuously increases apart from the improvement in margin on vehicles.
I foresee a lot of consolidation in near future among the dealership
fraternity like larger dealership will be opening up more branches, so
they cover their territory better and small dealership will be closing
down their set up, if OEMs does not create support system /hand holding
system in their favour.
What role FADA plays to help auto dealers in boosting profits.
What sorts of training and consulting services FADA provides to the
dealers for healthy growth ?
Mohan Himatsingka: FADA is National Body of automobile
dealers with prime objective to protect their interest and ensure
healthy growth of automobile dealer fraternity. It had been regularly
taking up the dealership profitability issue with manufacturers but has
not been very successful in past, so FADA is now organizing many
activities for automobile dealership, so that they remain economically
viable and relevant to the society. Some of the subjects on which
training is being imparted / organized in last year is described below:
A. Effective Management of Auto Dealership
B. Simplifying Finance
C. Improving Aftersales Profitability
D. Maximizing Sales
So that at different regions of India, dealership personals are
equipped to face the challenging and changing situation and in spite of
pressure from all corners, survive the down turn successfully.
What are the current projects being undertaken by FADA?
Mohan Himatsingka:
a. FADA is working with Society of Indian Automobile Manufacturers
(SIAM) and ACMA to improve automotive related skill of nation. SIAM,
ACMA and FADA has collaborated and have created automotive skill
Development Council with 9 Crores budget to ensure fast improvement in
automotive related skill of the nation. Training courses and syllabus
are being designed for classes in ITI, few ITIs has been identified for
imparting automotive related skills. This will improve the individual’s
serviceability and an individual will be able to generate more revenue
for himself in automobile aftersales service area.
b. To encourage automobile dealers to improve their performance in
customer’s satisfaction from sales and services and fulfill social
responsibilities towards the country as a whole, FADA has instituted
award for excellence given annually. This award is an All India Award
for excellence in various activities given to automobile dealers.
c. FADA has recently entered into an agreement with IndiaFirst Life
Insurance Company, which is Joint Venture amongst Bank of Baroda, Andhra
Bank and European entity. Now automobile dealers can also insure life
of vehicles owners and drivers and also will be able to create awareness
in the society as whole on road safety.
d. FADA is also studying the dealer’s satisfaction with the respective
OEMs, so that manufacturers can be encouraged to adopt the best
practices available in the industry on dealer’s commission, inventory,
warranty policy, spare parts return, vehicle margin, spare parts margin
etc.
e. FADA is also organizing business to business meet where manufactures
of accessories, workshop equipments suppliers, gift items
manufacturers, office furniture manufacturers, lubricant manufacturers,
Insurance Company, finance company etc. will be able to interact
directly with the dealers and negotiate to close the deal which is
mutually beneficial to dealership as well as to them.
f. FADA is organizing training classes as mentioned above, so that the
dealership’s ability to run their business improves. FADA is also
organizing courses for next generation of dealership owners, so that the
next generation is interested and also able to manage their family
business in a more efficient way.
g. FADA is also organizing study tour for Automobile Dealers, so that
they study, they spent time learning with the best dealers of India or
outside.
h. FADA is also trying to ensure that the dealership agreement between
manufactures and dealers are balanced. The dealership agreement at
present is in favour of OEMs.
i. FADA Journal a monthly magazine is very informative and keep the
dealership owner enlightened on recent decision of Consumer Courts,
Service tax laws etc. It has published few book which are of interest to
automobile dealers.
Do you think entrepreneurs can reap profits in auto dealership?
Mohan Himatsingka: Now automobile dealership business
is a complex activity, an automobile dealer has to compete in sales of
vehicle, spare parts, accessories finance, insurance, extended warranty,
value added services etc. Every activity gives different challenge,
virtually each line of business is a separate business and different
competitor and the dealer has to compete with entirely different set of
people. Today the automobile dealers by stand alone sale of vehicle is
not in profit but to be in profit, a dealer has to undertake many of the
above activities with full zeal. The dealership future will be secured
and they will be in profit only if he gives one window service to
customers. Now vehicle selling is buyers market, and for customers
delight the dealer principal’s involvement, organizational culture and
system driven approach is required. The dealership is required to
consistently put in a part of revenue into expanding the business and
reach, so that rural penetrations improve then only dealer can be
economically viable in the long run.
FADA is helping new comers to learn from the experience of older
dealers, so that there is an improvement for the performance and
profitability of new automobile dealership.
What major challenges currently posed before FADA? How are you dealing with them?
Mohan Himatsingka: Being involved in virtually many
activities simultaneously FADA is becoming the respected brand amongst
the manufacturers and Government bodies. FADA has to ensure the
initiatives taken by it continues and it remains relevant to automobile
dealers and community as whole. FADA is the only National Body
representing the interest of automobile dealers, it has to ensure that
that more than 80% of the two-wheelers, four-wheelers and Commercial
vehicle dealers should be its member. Seeing the diversity of our
country, its geography, language barrier, size of dealership etc.
protecting interest of all section of dealership becomes a challenge for
FADA. A new dealership has different challenge than an old dealership.
Similarly the dealership of two-wheelers has different challenge than
dealership of four-wheelers. FADA has to take care of all its member and
stake holders. As a FADA President I have to ensure that FADA works in
the interest of all and do something more for rural areas dealership, so
that they also catch up fast in sales and profitability.
According to CII-McKinsey report, the Indian automotive
aftermarket industry may grow to Rs.370 billion by 2015. What is your
take in this?
Mohan Himatsingka: I fully subscribe India growth
story. I am confident that if not by 2015, by 2017 Indian automotive
aftermarket industry will grow to Rs 370 billion. The industry is
passing through bad patch of time, but this is cyclic. This cyclic down
turn has come after many years, so the industry should not fear.
Dealership and industry should try to consolidate and put more efforts
to reach out to the customers. I would suggest that the automobile
dealers should reduce their take home and invest and redeploy the money
in their business in creating necessary service related infrastructure
in the rural areas, so that vehicle penetration can improve in a rural
area. Automobile dealers are not traders, they are rather entrepreneurs.
They have many business under one banner. They should be prepared to
take more challenges. Probably manufactures have shown more
entrepreneurship, than automobile dealers. We have to prepare the
dealership fraternity to face this challenge, so that Indian Automotive
aftermarket industry grows to the desired level.
In your opinion is it required to put green tax on diesel cars?
Mohan Himatsingka: No, diesel is less polluting and
less hazardous than petrol. Gradually Govt. should increase the price of
diesel, so that the subsidy is reduced, instead of putting tax on
manufacturers of diesel car. Govt. should ensure that badly maintained
vehicle or matter more than 12 years old vehicle are condemned. They
should encourage exchange policies, so that fuel efficient cars are on
Indian road. This will create opportunity of business for manufacturers,
dealers and also improve the revenue of Govt. Govt. should put a part
of excise duly received on new cars for such exchange programme, which
will ultimately reduce fuel consumption save - foreign currency and
reduce road accident.
What according to you major reason behind the growth of
spurious auto parts market. Do you think, the government should come up
with a concrete policy so as to curb the growing menace.
Mohan Himatsingka: We find that automobile
manufacturers keep the price of genuine parts very high, there is huge
difference between their dealer price vrs. the price which they purchase
the parts from their venders. The manufacturers should keep the spare
parts margin low, so that their volume can increase. Consumers are not
interested in buying bad and riskier non-genuine parts from the grey
market, but when they find that spare parts manufacturers are buying the
parts from the same vendors whose parts are available with the local
retail shop at much lesser price, the customer gets incline to purchase
such parts. Our suggestion will be that manufacturers should reduce
their price of spare parts in general and particularly those parts which
are related to vehicles safety. Parts needed for vehicle safety should
be sold at no profit, so that at least with immediate effect, such
spurious parts are out of market. They should also create awareness in
the market regarding advantages of the genuine parts. Lot of money is
being spent by them on advertisement the features of their car, new
introduction, monthly scheme etc., a part of advertisement should also
be directed to reduce nuisance of non genuine parts. Govt. has already a
policy against spurious auto parts, so more support from Govt. may not
be possible but NGOs who are involved in road safety should also be
encouraged to campaign against spurious parts and they should also play a
role in convincing general purchase for not using spurious parts.
Please share some of the major targets FADA aims to achieve in the upcoming fiscal (2013-14).
Mohan Himatsingka: FADA will be trying to increase
its member base, so that it becomes more relevant to automobile industry
as a whole. It will also coming forward in support of manufacturers
during this recessionary time in getting the Govt. policies evolved in
benefit of automobile industry. As a whole it will be working with banks
that they should finance more and enlarge their budget for financing of
cars and commercial vehicle, two-wheelers and three-wheelers to public
etc.