Eicher-Polaris, the Indian joint venture between Eicher Motors and Polaris, is adjusting their Multix marketing strategy to boost a lackluster rollout, according to reports from the Economic Times of India. The less than expected performance has been mentioned in recent quarterly earnings calls with analysts. Eicher-Polaris has already boosted the Multix’s power with a more powerful and BS IV compliant engine. The company plans on doubling their dealer network to 150 locations over the next six months and looks to more aggressively market this new concept vehicle. Additional resources are being allocated to marketing strategy consultants and customer research to inform future marketing initiatives.
The joint venture’s management has moved back their breakeven time frame by up to two years and may start producing ATVs at the Multix plant to help in that regard. The plant, located in Jaipur, has a capacity to produce 60,000 vehicles annually, so ATVs could fill some of that capacity until the Multix can develop some momentum.
This isn’t the first time Polaris has had difficulties in markets outside of the powersports arena. They have had some challenges along the way with their Bobcat partnership, Brutus line sold to commercial and government markets, as well as, some issues with traditional Polaris dealers trying to sell GEMs after the brand was first acquired.
While one might expect the past success of Polaris might produce different results, these difficulties are not completely unexpected. Selling to commercial and government customers is different than selling a new off-road vehicle to a powersport customer. With the latter, Polaris’ established presence in the market facilitates a build it and they will come approach, and the company has had years to hone their PR and marketing campaigns for a market often eager for the next best thing. Literally, dealers can wait for customers to walk through their doors,
In the commercial/government market customers are often constrained by budgets and budgetary calendars, and a dealer has to be pro-active. The successful dealers I have met in this market all aggressively make on site visits and demo vehicles for potential customers, as well as, attend trade shows, exhibitions and other venues where potential customers congregate. This is essentially a different type of dealer than the powersports dealer. This is not to say that Eicher-Polaris and Polaris won’t be successful in these markets. Despite these hurdles, Polaris has continued to grow their commercial business and their recent acquisition of Taylor-Dunn shows they are committed to a long-term strategy. In fact, overcoming these hurdles is building an institutional knowledge of these markets that should improve help them moving forward.
Marc Cesare, Smallvehicleresource.com