Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I am an automotive industry veteran with over 30 years of leadership experience across the sales and marketing spectrum. Having most recently served as the CEO of JSW MG Motor India, I have now transitioned into independent consultancy. I leverage my extensive background—which includes key roles at Mahindra and Hindustan Motors (HM)—to mentor startups, lead executive recruitment, and inspire the next generation of leaders at management institutes. My mission is to revolutionize industry services by developing innovative aggregate platforms.

Q2. What has fundamentally changed in how customers evaluate automotive brands today compared to two or three years ago?

In recent years, we have witnessed a fundamental shift in consumer behavior within the automotive sector. The traditional 'Brand First' loyalty has been replaced by a 'Product & Feature First' mindset. Today’s consumers operate on the assumption of technical parity—they believe all major players produce high-quality vehicles. Consequently, buying decisions are now driven by specific features, technology, and value for money. This is why we increasingly hear prospects ask for a 'Fronx' or a 'Seltos', etc., rather than simply asking for a Nexa or a Kia; the individual model has become the hero of the sale.

Q3. Where does CX genuinely influence purchase and repeat behavior, and where is its impact overstated?

The Customer Experience (CX) journey has emerged as the ultimate competitive differentiator, spanning the entire lifecycle from pre-sales to post-sales and long-term service. In today’s hyper-connected market, word-of-mouth and peer recommendations are the most powerful influencers; they can either solidify a brand's reputation or dismantle it instantly. Organizations that maintain a relentless focus on consistent CX delivery gain a fundamental and sustainable edge over the competition.

Q4. Where does AI genuinely improve the automotive customer journey, and where does it risk degrading trust or brand perception?

Artificial Intelligence is rapidly becoming a cornerstone of the automotive purchase journey. Beyond just selecting a vehicle, AI enables consumers to curate a holistic ecosystem of services and personalized experiences. However, while the advantages are vast, there is an emerging risk of over-reliance, where AI-driven suggestions might overshadow a buyer’s actual functional needs. Nevertheless, the net positive impact of AI on the industry remains undeniable.

Q5. How has competition evolved with the entry of new EV-first and tech-led players?

The rise of tech-driven and "EV-first" models is fundamentally reshaping the automotive landscape. As I’ve noted, the modern consumer’s priority has shifted: they now choose features first, followed by the specific product, and finally the brand.
With the increasing penetration of Electric Vehicles, we are witnessing a decisive pivot in buying patterns. The hierarchy of decision-making is now Product > Features > Brand, with the choice between Conventional Fuel vs. Electric becoming a secondary consideration. This mindset is evolving rapidly and is on track to become the industry standard in the very near future.

Q6. Which emerging cities or regions offer the strongest long-term growth, but require a different go-to-market approach?

Tier 2 and Tier 3 cities have emerged as the new frontiers for sustainable automotive growth. The era where customers were expected to travel to major hubs to make a purchase is over. Today’s market demands a two-pronged approach: a seamless end-to-end online purchase journey coupled with a strong local dealer presence in these emerging towns. Furthermore, sustaining this growth requires a localized infrastructure push—specifically in EV charging networks and advanced software diagnostic capabilities.

Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?

As we look at the future of the Indian automotive sector, three strategic imperatives emerge. First, the consumer remains value-driven but is now rapidly gravitating toward affordable high-tech powertrains, including Strong Hybrids and Plug-in Hybrids. Second, growth in Tier 2 and Tier 3 markets is no longer just about sales—it’s about collaborative infrastructure, where OEMs must lead the charge in establishing EV networks. Finally, we must recognize that the customer experience is only as strong as the dealer network. For a dealer to provide world-class service, they must be profitable; therefore, a high focus on dealer profitability is a fundamental responsibility for every OEM.