Click-n-customise your car

Usha Somayaji
17 September 2001

Pune: You are planning to buy a car and you have already decided on the make and the model. But a snag persists. The auto showroom does not have the right colour, the right interior and the right accessories you cherish.

Here is the chance to choose the colour, interior and accessories of your dear, dream car. Mitsubishi Lancer has come up with a scheme that allows you this unique opportunity. Hindustan Motors, which makes Mitsubishi Lancer car, has set up kiosks in six cities from where you can pick and choose the colour, the interior, the accessories and the wheels of the car you would like to possess.

The kiosks are fitted with computer terminals displaying the features of the 1500 cc petrol and the 2000 cc diesel versions of the three Mitsubishi Lancer models - GLX, SLX and SFX - to choose from. You have to just click on the colour, the interior, the wheel and the accessories of your choice. And, presto! Your made-to-order car will be delivered to you in three weeks.

Hindustan Motors has so far installed 11 kiosks with computer terminals operating on intranet offering this facility for the first time in the country. Soon, the facility would be available on the Internet, making Hindustan Motors the first car-maker to offer such a service to its customers. Overseas, car-makers like BMW are offering such a choice to customers over the Internet.

This service allows us to stay in close touch with the customer, says Hindustan Motors general manager (sales and service) S Vasudevan. The initiative came following the customers requests for non-standard features and colour.

After the launch of the programme, we have seen a 4-per cent rise in the market share of the Lancer, says Vasudevan, comparing figures before and after the launch. The company has invested Rs 25 lakh in the software, developed by Satyam. Rs 1 lakh was spent on each kiosk, a cost shared by the dealer and Hindustan Motors.