The auto makers are banking upon bigger brand ambassadors to grab the attention of customers and increase their visibility in the market amid fierce competition. Famous brand ambassadors have the power to change the entire perception of the consumer. The brand ambassador leaves a positive impact on the consumer's attitude towards a brand.
Shahrukh Khan is the brand ambassador for Hyundai Motor India Limited (HMIL), the country’s second largest car manufacturer. The company recorded a 10.9 per cent increase in domestic sales even amid unfavourable market conditions. The sales were 35,000 units against 31,540 units in November last year.
Force Motors recently roped in legendary actor Amitabh Bachchan as their brand ambassador. Abhay Firodia, Chairman, Force Motors, said: "He (Amitabh) is a perfect catalyst to communicate the brand attributes." Firodia further added that "The personality he projects and the values he represents in the minds of Indians perfectly complement the 'FORCE-ful' personality of our new SUV."
Nissan Motor India roped in actor Ranbir Kapoor as its brand ambassador to create awareness about the brand in 2010. The actor was quite elated with the association and said at that time, “It is an honour and privilege to be associated with Nissan, which is a leading global automotive brand. I have been a great admirer of Nissan cars during my days spent in Europe.”
Such associations have definitely helped in the increasing the sales of vehicles in the market. Arvind Saxena, Director, Marketing and Sales, HMIL said, “In a challenging market we have been able to grow volumes and market share on the strength of our new launches -- Verna and Eon. Our immediate outlook on the market is not too bright as interest rates and fuel prices are unlikely to soften in the foreseeable future.”
