Auto brands drive around digital speed breakers to plug friction gaps

With friction leading to 26% dropouts for 4-wheelers and 34% for 2-wheelers, companies such as Maruti, Hyundai look at ways to plug the gaps

There are 26 touch points in the journey of a customer, from the time he decides to buy a car to the time he finally rolls it out of the showroom. Puneet Anand, group head-Marketing, Hyundai Motor says he and his team have mapped these points out carefully, in their attempt to  plot a journey for the brand that begins at a digital touch point and ends at a showroom. 

“Of the 26, nearly 22 points are now accessed through a mobile and laptop. It is important (therefore) for the OEMs to ensure that there should not be a friction in