AUTOMOTIVE BENCHMARKING

A specific, distinctive vehicle attribute branding is essential to make cars unique and competitive. As a first step on the way, vehicle manufacturers have to benchmark their vehicles in the competitive environment in order to understand and to strengthen or improve the potential of their vehicles.

 Benchmarking is a process of comparison to a similar product in the market to bet competitors or to produce a better product compared to them.

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, five-year-old boy, his father, and his mother. He visits his native place Madurai which is 500kms away from Bangalore once in 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 with options so that he will buy a good car for his family.

Note: Pughazhyendhii  is fond of big cars

REPORT

Lead from the case

• No of commuters 5 include child so safety is important
• He uses his car for a monthly trip to Madurai almost 450km and a daily commute to an office. so he needs a better mileage car.
• The budget is from 8-10lakhs and he is also fond of big cars.

Based on the lead benchmarking is going to process

Base on the lead
	MAKE	HYUNDAI VENUE	KIA SONET	Tata Nexon	Ford EcoSport
Key Specifications	VARIANT	1.5 l MPi Petrol 6-Speed Manual VERNA - S+	HTK+	XZ Plus	Titanium Diesel
	ARAI Mileage	23.7 kmpl	24.1 kmpl	13.41 kmpl	21.7 kmpl
	Fuel Type	Diesel	Diesel	Petrol	Diesel
	Engine Displacement (cc)	1493	1493	1199	1498
	Max Power (bhp@rpm)	98.6bhp@4000rpm	98.63bhp@4000rpm	118.3bhp@5500rpm	99.23bhp@3750rpm
	Max Torque (nm@rpm)	240.26nm@1500-2750rpm	240nm@1500-2750rpm	170Nm@1750-4000rpm	215nm@1750-2500rpm
	Seating Capacity	5	5	5	5
	TransmissionType	Manual	Manual	Manual	Manual
	Boot Space (Litres)	350	392	350	352
	Fuel Tank Capacity	45	45	44	52
	Body Type	SUV	SUV	SUV	SUV
	No of Airbags	2	2	2	2
PRICE		Rs.9,28,600	Rs.9,29,000	Rs.9,95,900	Rs.9,99,900

COMPARISON OF OTHER FACTERS

 Performance 

Almost every car is Emission Norm Compliance BS VI.

Hyundai Venue and KIA sonet have better mileage then Ford ecosport and Far better then Tata nexon.

Interior  

Tata nexon and ford ecosport have more interior feature then Hyundai Venue and KIA sonet. 

Almost every interior look is similar with some changes.

Exterior

Tata nexon and ford ecosport have more exterior feature then Hyundai Venue and KIA sonet.

Almost every exterior look is similar with some changes because we choode SUV body type cars.

MY SUGGESTION FOR GIVEN CASE IS KIA SONET

CONCLUSION

Benchmarking done based on given detail and KIA SONET car suggest to Mr. D.S. Pughazhyendhii based on my benchmarking comparison.