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Car Companies Target The Rural Market
GM secured an exclusive 30% sale in rural pocket from the overall sale figure. GM"s account for the last ten months is 93960 units from 63000 units accrued in the corresponding period of 2009 making a vertical index by 73%. The company is hopeful of reaching the 110000 mark within another two months of this year, of which the rural sector"s contribution will be around 30% said the company"s VP.
The calculation has not gone awry as the rural sector constitutes 70% housing units from which just 2.3% own cars against 10% of the urbanites owning cars. The official view from Maruti is that the rural sector has been giving a good back up for its sale rise from the current 17% to 20%. Maruti is engaging ITC e-Choupal for engaging the demands of the rural customers through its Choupal Sugars. The Kisaan Bazaar Hariyali will assist the farmers setting up rural centers. As per the plan, there will be a center at the distance of 20kms consisting 15000 kisans for the particular area.
Hindustan Motors, for its part, is launching car for the rural market during the last quarter of this fiscal. HM is eyeing on increasing the rural contribution from the current 12% to 15% and taking the mantle to further growth in the subsequent years. HM secured 10% total sale volume from rural sector during the FY10 courtesy its 1.5 and 2.0 diesel models.
Hyundai Motors too is stepping into the rural sector with its compact version Santro making a good show. For the year 2009, the company got the sale of 31% from these area and wants to retain this in the current year too by setting up more dealer outlets in Tier III cities, said the company"s director for sales and marketing. Almost every car maker is on the verge of exploiting the local force like schools, panchyats, cooperative banks by initiating several activities to promote their brands.
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