Volkswagen delivers 101 cars in Kerala on Malayalam New Year
Volkswagen CFO says Indian market has clear potential (Photo Credit: Cesar Salazar/Unsplash)
Volkswagen Passenger Cars India has demonstrated a strong market presence in Kerala by orchestrating a significant delivery event on the first day of Chingam, the Malayalam New Year. The company handed over 101 cars to customers across various models, showcasing its commitment to the Kerala market and its ability to align with local cultural celebrations.
In addition to this large-scale delivery, Volkswagen reported receiving 55 bookings for its newly launched Onam Edition cars - the Taigun and Virtus - within just 10 days of their introduction. This rapid uptake suggests a positive reception for these special edition models among Kerala consumers.
The delivery event was not confined to a single location but spread across Kerala, indicating Volkswagen's extensive network and reach within the state. By choosing to conduct this event on a culturally significant day, the company demonstrated its understanding of and respect for local traditions, potentially strengthening its connection with the Kerala market.
Volkswagen's strategy of introducing special edition models tailored to regional preferences appears to be paying off. The Onam Edition cars, designed to appeal specifically to the Kerala market during the Onam festival season, have garnered considerable interest. This approach of creating region-specific editions is part of Volkswagen's broader strategy to engage more deeply with local markets and traditions.
The Taigun Onam Edition, based on the high-end GT Line variant, offers a range of premium features. These include an all-black interior and exterior, 17-inch 'Cassino' alloy wheels, an 8-inch digital driver display, a 10-inch infotainment touchscreen, a powered sunroof, ventilated front seats, and automatic climate control. The Virtus Onam Edition, built on the Highline variant, shares most of these features but does not include a sunroof.
Interestingly, Volkswagen has priced these special editions at the same level as the variants they're based on, potentially increasing their appeal. Both models are powered by a 115hp, 1.0-litre turbo-petrol engine and offer the choice of either a 6-speed manual or automatic transmission.
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This event and the introduction of the Onam Edition models appear to be part of a concerted effort by Volkswagen to deepen its engagement with the Kerala market during a culturally significant period. By aligning its product offerings and marketing activities with local festivals and preferences, Volkswagen aims to strengthen its brand presence and appeal in the region.
The success of this approach, as evidenced by the substantial number of deliveries and the quick uptake of bookings for the special edition models, suggests that Volkswagen's strategy of tailoring its offerings to local tastes and traditions is resonating well with consumers in Kerala. This localised approach could serve as a model for the company's engagement in other regional markets across India.