Latest news with #JanBures
Time of India
04-07-2025
- Automotive
- Time of India
Jan Bures drives brand love at ET Brand World Summit 2025
At the ETBrandEquity's Brand World Summit 2025, Jan Bures , executive director of sales, marketing and digital at Skoda Auto Volkswagen India , bridged the gap between the vibrant world of marketing and the dynamic automotive industry. Bures connected the dots between brand building, cultural resonance, and the core principles of business success. Bures kicked off his address by celebrating the marketing industry, immediately drawing parallels to the automotive sector. He posed a compelling question: "When is it that an Indian brand becomes a global brand known to everyone?" The answer, he noted, often boils down to culture and love. "Whenever you develop a brand that drives on the basis of love and on values, then it should be able to make that brand truly, really global," Bures asserted, offering yoga as a powerful Indian example that has achieved universal recognition. This set the stage for a broader call to action: imagine more Indian cultural contributions becoming global brands. The address moved to the essence of brand equity . Bures emphasised that building a "timeless brand" with strong awareness and loyalty is crucial for sustained revenue and profit. "When I have a strong brand equity... people come to me to buy my products. Then I have brand equity, and I can command different prices," he explained, highlighting its undeniable power in the marketplace. The 5 Ps: Automotive's roadmap to success Bures then delved into the "Five Ps" of automotive marketing – Product, Price, Promotion, Place and People – revealing how these pillars drive the industry forward. Product: The heart of the brand For Bures, the product is paramount. He showcased examples like the Volkswagen Golf, selling over 35 million units since 1974, and the Toyota Corolla, with 50 million sales. He echoed Steve Jobs's sentiment: "Design is not just what it looks like and feels but also how it works." Bures also stressed the importance of learning from missteps, quoting Bill Gates: "The most unhappy customers are the greatest source of learning." Price: Navigating India's sensitive market In a market as price-sensitive as India, Bures acknowledged the delicate balance required. He cited the enduring success of the Volkswagen Beetle and the Ford Model T, both priced perfectly to convey immense value. He shared a past misjudgment at Skoda Auto Volkswagen India: "We have underestimated the demand in one segment that led to inventory build up, which we had really difficulties to fix... That is one of the learnings." Place: Redefining the buying experience Bures lauded Tesla's direct-to-consumer sales model, which eliminated middlemen and streamlined the car-buying process. "Making your products easy to buy [is] just as important as making it easy to want," he declared, championing online purchasing and doorstep delivery. He also commended Maruti Suzuki for its strategic positioning as a brand synonymous with value and mobility. Conversely, he recounted the misstep of trying to launch a luxury Volkswagen sedan in the US, where the product, price, and place simply didn't align. Promotion: The art of storytelling Bures articulated his belief in the power of promotion. He quoted Leo Burnett: "Make it simple, make it memorable and make it inviting to look at, make it fun to read." He highlighted the 'Think Small" campaign for the Volkswagen Beetle and the Audi Quattro ski jump clip, an authentic stunt showcasing the car's formidable four-wheel drive. People: The unsung hero The final 'P' – People – was arguably the most poignant. Bures emphasised the critical importance of a team that shares core values, especially during challenging times. He acknowledged the automotive industry's current headwinds, citing a significant "16 per cent decline" in the sub-four-meter SUV segment in June alone. "Here we have to somehow find the people who can fix it, and we found them already," he affirmed. Bures concluded his address with a plea to the marketing community. "We need you to help us in the industry to run campaigns that are really worthwhile."
Time of India
14-06-2025
- Automotive
- Time of India
How Global Automakers Can Thrive in India's Hyper-Competitive Market
By Jan Bures In India, cars are much more than merely machines. They mark independence, progress, ambition. And as the world's third-largest auto market races toward a new era of electric mobility, connected vehicles, and sustainability-first thinking, one truth is becoming clearer than ever - if you're not agile and visible, you're not relevant! For global automotive brands, India has now become a proving ground. A place where innovation meets diversity, and where growth is exponential, but never guaranteed. The question is no longer whether to invest in India. It's how fast you can adapt to claim your space. The Market That Never Waits India's auto industry is a $240 billion force, contributing 7% to the GDP and employing millions. It's growing, shifting, and surging ahead, even as challenges mount. Consumer sentiment may waver. Climate pressures and regulatory complexities may rise. But India keeps powering ahead. The Indian consumer is evolving. More aware. More connected. More value-driven. They want safer cars, cleaner engines, and smarter tech, but at an aggressive price point. If you can't meet their evolving needs, someone else will. In fact, many already are. From Factories to Future: Why Localized Strategy Wins Last year alone, India rolled out around 5 million vehicles, emerging as a global manufacturing powerhouse. EV production is booming. Exports are rising. Government initiatives like ' Make in India ' and PLI schemes are opening doors that didn't exist five years ago. Manufacturing scale is only one side of the coin. It's equally important to understand India's emotional, cultural, and economic fabric. Winning here isn't just about what you make. It's about how well you fit. Look at the runaway success of sub-4 meter cars. They're compact, well packaged and tax-efficient, a uniquely Indian category born from local constraints and local genius. Global brands that overlook these nuances miss the real opportunity. Don't Just Build—Belong India doesn't need more car models. It needs better experiences. Customers today are no longer impressed by badge value alone. They expect world-class safety, tech that simplifies life, and designs that reflect their aspirations. And they want it all without feeling priced out. This is your opportunity to go beyond specs and create loyalty that lasts. To build not just vehicles, but experiences that connect emotionally. Because here, relationships matter. And trust takes time, but pays in permanence. Stay Ahead, or Fall Behind Upcoming regulations like the End-of-Life Vehicles Rules 2025 are reshaping the landscape faster than ever. Brands will be expected to track recyclability, report environmental impact, and take responsibility beyond the sale. Those who prepare now will lead. Those who wait, risk losing market access entirely. Being regulatory-ready isn't just about ticking boxes. It's about future-proofing your reputation and reinforcing brand integrity in one of the world's most scrutinized, price-sensitive markets. What Comes Next? A Choice India is urbanizing fast. The middle class is expanding. Demand for premium and luxury vehicles is growing, but so is the competition. With both local disruptors and global challengers fighting for share, the brands that thrive will be the ones who listen better, move faster, and stand taller, not by shouting louder, but by staying relentlessly relevant. Adaptation isn't optional. Agility is everything. And now is the time to act. If you're a global automaker looking to cut through the noise, now's your moment to align your global ambitions with local insight. To invest in relevance. To lead with empathy, efficiency, and innovation. Because in India's fast-moving auto market, visibility isn't just a marketing metric. It's survival. (The author is the Executive Director – Sales, Marketing and Digital, Škoda Auto Volkswagen India and a speaker at the ET Brand Equity Brand World Summit 2025. Opinions are personal.)
