The digital revolution has profoundly influenced consumer behavior across every industry including the automotive industry. So, when in 2019, Tesla decided to sell cars online, many were left astonished and wondering if it was the right move. Fast forward to 2023, as buyers today wholesomely embrace a digital-first world, auto brands everywhere are using digital innovation to transform their approach to engaging and serving customers.
Closer home in India, is one such perfect example: MG Motor India. A wholly owned subsidiary of SAIC Motor Corporation Limited, MG Motor is an iconic British brand founded in 1924 that has evolved into a modern, futuristic, and innovative brand over the last 95 years.
The company launched its India operations in September 2017, was quick to witness the rise of digitally savvy buyers who had begun embracing digitalization. Consumers, they observed, were now eager to access the wealth of information at their fingertips, seeking virtual experiences that provide a realistic sense of the vehicle before making a purchase decision.
Powering the pivot to digitalization
At that point, MG Motor chose to work with SAP to start a digital journey that would improve the consumer experience. As their core partner, SAP has played a pivotal role in digitizing the entire customer experience journey.
Last year alone, SAP powered the digital transformation of 50,000 cars sold by the brand.
In an interview with Dataquest, Manish Patel, CIO, MG Motor India, explained that SAP, in fact, forms the robust backbone of MG’s dealer business suite, integrating pre-sales, sales, and post-sales journeys seamlessly. SAP’s C4C Sales Cloud serves as the key pre-sales application utilized by relationship managers across all sales touchpoints. Additionally, SAP provides APIs hosted on SAP CPI to empower third parties with lead generation capabilities, further strengthening MG Motor’s ecosystem.
Through our partnership, we have facilitated seamless online bookings, enabling customers to pay the full on-road amount and even request home or office delivery of their chosen MG vehicle.
Driving innovation through technology
And now with MG Motor transitioning to an advanced analytical platform, our objective is to provide them with an even better, deeper, and more transparent experience, further enriching all touchpoints across the customer journey.
In essence, MG Motor is on a remarkable journey of technological transformation and customer-centric innovation and setting new benchmarks in the automotive industry.
Read the full interview here: MG Motor India looking at the next level of transparency: Manish Patel, CIO