Automakers get socially active before Auto Expo

With hardly a week to go for the nation’s biggest auto show, automobile companies are riding piggyback on social media bandwagon to grab eyeballs to liven up their entries.

Iconic brands gearing up for royal debuts have already created their India-specific websites and fan pages on social media networks such as Facebook. These brands include Mini, Triumph, KTM and Peugeot Citroen.

Steadily rising influence of internet on prospective car buyers, especially the young, is driving companies’ ambitions to give a fillip to brand promotion through social media. BMW’s luxury marque Mini’s fan page created a fortnight ago, is already closing-in on whopping 50,000 followers on facebook, way ahead of established rivals like Volkswagen India who took nearly two years to reach 50,000 fans.

Mini’s official website says ‘Namaste India’ with a running countdown to the launch of Mini Cooper cars scheduled for January 5, 2012. “Mini will debut as a premium brand in India with launch of Mini, Mini countryman and Mini convertible,” a BMW official said. The British brand will be sold under a separate dealership network and the company has devised a strategic team to look after the Mini’s launch activities in India. The Mini cars are expected to cost upwards of Rs 25 lakh.

Another British iconic brand Triumph motorcycles is giving a taste of its motorcycling heritage to fans with videos and photos of its Bonneville Black, Rocket 3 and Speed Triple models on its Facebook page. Bajaj Auto that is bringing Austria’s KTM bikes to India at the Auto Expo, has already put teaser images of Duke 200 motorcycle to be launched at the event.

“Social media is picking up in India and is going to be order of the day as a new tool for companies to highlight their product features,” said Abdul Majeed, auto practice leader, PricewaterhouseCoopers. Unlike expensive mediums such as television, print and public hoardings, social media advertising is a cheap way to grab customer attention.

Peugeot that is making its reentry into India is rolling out online advertisements showing its Accord-competing ‘508’ Saloon. The biannual Auto Expo will be held between January 5 –11 this January.