Benchmarking

A Report on ‘Benchmarking’

Benchmarking in the Automotive Industry or in any product development industry can be defined as the activity of Identifying the market trends, gaps and the existing features and ideas on an existing product or a new product. It also refers to understanding our competitors in the market and seeing what we can replicate off of successful products and also provide something new and improved of our own. Briefly, we can say it is the structured comparison between products and services of different competitors in the same industry.

Benchmarking involves analysing the performance, features, and technology of competing vehicles to gain insights into what works well and what can be improved. This analysis can include testing and evaluating the competitor vehicles, as well as conducting research on their engineering, design, manufacturing, and marketing strategies.

In detailed Benchmarking i.e ‘Benchmarking 2’ .it applies on a part level. We see parts needed with more precision. Component wise comparison from competitor vehicle to reduce inconvenient factors like excess fuel consumption , weight etc and thereby improving the overall performance of the car. 

The goal of benchmarking in vehicle development is to identify opportunities to improve the performance, quality, and reliability of the company's products, as well as to stay up-to-date with the latest trends and innovations in the industry. This process can help companies set realistic targets for their own vehicles, optimize their engineering and design processes, and stay competitive in the market.

Q2. Benchmarking for Mr D.S Pugazhendhi.

1. Benchmark with presently available cars in the market for the following case.

Mr. D.S. Pughazhyendhii is a married man who lives in Bangalore which is a highly crowded city. His Family comprises five members including his wife, a five-year-old boy, his father, and his mother. He visits his native place Madurai which is 500kms away from Bangalore once a month. Also, he will be using his car to commute to his office. His budget falls between 8 to 10 lakhs on road. Please suggest to him options so that he will buy a good car for his family.

Note: Pugazhenthi  is fond of big cars

On a first read basis, I understand the following needs of the user:

1. He needs a car to travel 500km each month to Madurai. Hence a bigger car is more comfortable and dominant on a highway. Suspension is usually good and we can barely feel potholes and after-effects of bad roads inside the car. Also we can’t risk an EV due to lack of Charging station infrastructure and loss of time while commute
2. He has a 5 member family and Lives in a crowded city- Bangalore. Uses car to commute to Office. Both Hatchbacks and SUVs can take a minimum of 5 people comfortably and driving in a crowded city and manuver traffic easily I would suggest a hatchback type car for easy use .But he is fond of big cars. Hence we go with a big car(SUV) that can accommodate 5 people.
3. As an Indian customer I assume mileage is an important factor and will make sure to look for a car with best in class mileage. We also keep in mind the budget 8-10 lakhs.

So we come to a conclusion: We will choose an Entry level SUV/medium sized SUV with a Petrol Engine and great Mileage to reduce fuel costs and be useful for long drives.

CAR 1: Kia Sonet.

The Kia Sonet is a subcompact SUV produced by the South Korean automaker Kia. It was first unveiled in India in August 2020 and is also sold in other countries, including South Korea, Indonesia, and South Africa. The Sonet features a modern and sporty design, with a distinctive front grille, sharp headlights, and bold body lines. It comes with a range of engine options, including a 1.0-liter turbocharged petrol engine, a 1.2-liter naturally aspirated petrol engine, and a 1.5-liter diesel engine. The Sonet offers a spacious and comfortable interior, with features such as a touchscreen infotainment system, automatic climate control, and a range of safety features like multiple airbags, anti-lock brakes, and electronic stability control. Overall, the Kia Sonet is a well-rounded and versatile subcompact SUV that offers a great value for its price point.

Price Range : Rs.7.69 - 14.39 Lakh^*

On-Road Price in Bangalore :

Rs.9,24,608*

CAR 2: TATA Punch

The Tata Punch is a compact SUV produced by the Indian automaker Tata Motors. It was first unveiled in August 2021 and is currently only available in India. The Punch features a bold and rugged design, with a muscular front grille, LED headlights, and a high ground clearance. It comes with a single-engine option, a 1.2-liter naturally aspirated petrol engine, paired with a 5-speed manual or automatic transmission. The Punch offers a spacious and practical interior, with features such as a touchscreen infotainment system, automatic climate control, and keyless entry with push-button start. It also comes with several safety features, including dual airbags, anti-lock brakes, and electronic stability control. Overall, the Tata Punch is a stylish and capable compact SUV that offers good value for its price range.

Price Range: Rs.6 - 9.54 Lakh

On-Road Price in Bangalore :

Rs.7,33,860*

 

CAR 3: Mahindra XUV 300

The Mahindra XUV 300 is a subcompact SUV produced by the Indian automaker Mahindra & Mahindra. It was first introduced in February 2019 and is currently available in India and some other countries. The XUV 300 features a bold and contemporary design, with a sleek front grille, projector headlamps, and sculpted body lines. It is powered by a range of engine options, including a 1.2-liter turbocharged petrol engine and a 1.5-liter diesel engine, both of which are available with a 6-speed manual or automatic transmission. The XUV 300 offers a spacious and well-appointed interior, with features such as a touchscreen infotainment system, automatic climate control, and a sunroof. It also comes with a host of safety features, including multiple airbags, anti-lock brakes, electronic stability control, and a reverse parking camera.

Price Range: Rs.8.41 - 14.07 Lakh^*

On-Road Price in Bangalore :

Rs.10,22,769*

CAR 4: Nissan Magnite

T he Nissan Magnite is a subcompact SUV produced by the Japanese automaker Nissan. It was first unveiled in October 2020 and is currently available in several countries, including India, Indonesia, and South Africa. The Magnite features a bold and dynamic design, with a distinctive front grille, LED headlights, and sculpted body lines. It is powered by a range of engine options, including a 1.0-liter naturally aspirated petrol engine and a 1.0-liter turbocharged petrol engine, both of which are available with a 5-speed manual or automatic transmission. The Magnite offers a spacious and comfortable interior, with features such as a touchscreen infotainment system, automatic climate control, and a range of safety features like multiple airbags, anti-lock brakes, and electronic stability control.

 Price Range: Rs. 6-10.94 Lakh.

 

On-Road Price in Bangalore :

Rs.7,22,047*

NOTE: All the above mentioned cars have multiple variants on the same model. The price and some of the features mentioned in the above comparison are for the base variants of the said models. Further research under each car model can be done for further precise details.

Conclusion

This Conclusion/decision is purely based on my opinions on the cars and the conditions of the case study. Although there are many more cars competing in the same range I have chosen the above cars for their utility,  brand value and public opinion on them I would like to conclude this benchmarking task by suggesting Mr. D.S Pugazhenthi to proceed with purchasing the “TATA Punch”.

It has the best mileage range out of all the cars. Although TATA might not have extreme brand value it is a well known brand in the Indian market with a ton of consumers. Hence their products and customer service and spare part availability is relatively good. Also it Is an Indian Origin Brand. The reviews for the car is very good and the Price falls on the lesser side of the user provided range. He could even move for better variants with features under the same car and it would still fall under his budget for the car.