The traditionally brick-and-mortar world of commercial vehicle sales is increasingly embracing digital channels, transforming how leads are generated and vehicles are retailed. According to recent industry insights from Tata Motors management, online platforms are no longer just supplementary tools but are contributing a significant percentage to overall sales.
Digital selling, specifically measured by leads generated through the platform, now contributes almost 27% to retail sales in CV business, the company executives informed during a post-result analyst call on Tuesday. Girish Wagh, Executive Director, Tata Motors said, "This has been increasing quarter on quarter."
One key initiative is FleetVerse, described as the digital front for selling vehicles. This platform has been instrumental in facilitating online transactions, with speakers reporting that it has led to the sale of over 13,000 vehicles with direct enquiries coming onto the platform.
Furthermore, as per the company executives, E-Dukaan, which is Tata Motors' digital parts store, is now made open for all B2B users. The distributors then supply to the retail channel and also some of the key customers. "So, a significant portion of our retail channel now actually is ordered through these digital stores," the executive continued.
According to Wagh, Freight Tiger, in which Tata Motors has a stake, helps in tracking all the shipments on e-Dukaan, thereby helping the auto major to achieve a very high on-time delivery and therefore ensuring there is no loss of sales.
'Freight Tiger' is a digital platform that provides end-to-end logistics value chain solutions for cargo movement in the country. Tata Motors had in October 2023 announced signing an agreement for the acquisition of 26.79% stake in 'Freight Tiger' for a consideration of Rs 150 Crores. The agreement also included a provision enabling Tata Motors to further invest Rs 100 Crores over the next two years, at the then prevailing market value.