For auto players, more than one brand in showrooms is a risky business

Carmakers can pull off multiple brands with success but only if the driving dynamics differ greatly leaving the buyer with an experience that leaves no confusion

In foreign markets, a Lexus and a Toyota Camry sell side by side in a showroom with there being no confusion for customers, but industry experts indicate the same distribution channel is hard to pull off in India.

Gurpratap Boparai, managing director for Skoda India, who is also in charge of VW Group India, says: “In our context, more than one brand in a showroom is too risky because customer loyalty in this market is low. Most people don’t drive different cars made by the same manufacturer for a lifetime, they experiment.”

Despite Indians’ preference for low-cost lightweight and fuel