Indian Car Industry Focuses on Perceived Quality (PQ) to Enhance Customer Experience

Indian car manufacturing has advanced significantly in recent years, with a growing emphasis on “perceived quality” (PQ), which focuses on factors that influence a customer’s perception of a car. Amit Sharma, head of the consultancy Karigari, highlights this shift, attributing it to the efforts of brands like Tata Motors, Jaguar Land Rover (JLR), and Mahindra. PQ is still a relatively new concept in India, but its importance is becoming clearer. Sharma points out that JLR’s emphasis on craftsmanship, material quality, and functional excellence has had a lasting impact on Indian manufacturers.

These attributes, which engage the senses, are now key factors in product design. As a result, PQ is becoming essential in driving customer decisions. The focus on PQ aims to not only meet customer expectations but also delight them, improving the overall buying experience. This trend shows how Indian automakers are increasingly adopting global standards while adding their own cultural touch. Manufacturers are now better equipped to offer products that are both functional and emotionally appealing to consumers.

Indian Car Industry Focuses on Perceived Quality (PQ) to Enhance Customer Experience

In recent years, the Indian car manufacturing and design industry has made impressive progress. One key area where this growth is evident is the focus on “perceived quality” (PQ). Perceived quality refers to the aspects of a car that influence how a customer feels about it, such as its design, materials, and overall craftsmanship. This shift in focus is significant, as it reflects a deeper understanding of what customers value when buying a car.

Amit Sharma, who heads the consultancy firm Karigari, has observed this change closely. He believes that companies like Tata Motors, Jaguar Land Rover (JLR), and Mahindra have played a major role in bringing attention to the importance of PQ in India. While PQ is still a relatively new concept in the Indian automotive industry, Sharma points out that the lessons learned from JLR’s emphasis on high-quality craftsmanship, premium materials, and functional excellence have greatly influenced how Indian car manufacturers approach their product design.

For a long time, the Indian car market was primarily driven by factors like affordability, fuel efficiency, and practicality. However, as customers have become more discerning, the industry has started to prioritize elements that enhance the overall experience of owning and using a car. This includes the look and feel of the interior, the quality of the materials used, and the attention to detail in the design. These factors now play a critical role in shaping a customer’s decision to purchase a vehicle.

Tata Motors, for instance, has been at the forefront of this shift. By incorporating elements of PQ into their vehicles, they have been able to create cars that not only perform well but also feel premium and well-built. Similarly, Mahindra has also embraced this trend, focusing on improving the design and quality of their vehicles to meet the growing expectations of Indian consumers.

Jaguar Land Rover, a global luxury car brand owned by Tata Motors, has been a major source of inspiration for Indian manufacturers. JLR’s commitment to craftsmanship and material quality has set a high standard, and Indian companies have taken note. By adopting similar principles, they have been able to elevate the overall quality of their vehicles, making them more appealing to customers.

The focus on PQ is not just about making cars look good; it’s about creating a holistic experience for the customer. For example, the way a car door closes, the texture of the dashboard, or the placement of controls can all contribute to how a customer perceives the quality of a vehicle. These small details, when done right, can make a big difference in how a car is received in the market.

Sharma emphasizes that while Indian manufacturers have made significant strides in this area, there is still room for improvement. As the concept of PQ continues to gain traction, companies will need to invest more in research and development to stay competitive. This includes exploring new materials, refining design processes, and paying closer attention to customer feedback.

In conclusion, the Indian car industry’s focus on perceived quality marks a significant shift in how vehicles are designed and manufactured. By learning from global leaders like JLR and incorporating these lessons into their own processes, Indian brands like Tata Motors and Mahindra are raising the bar for quality and design. This not only enhances the customer experience but also positions India as a serious player in the global automotive market. As the industry continues to evolve, the emphasis on PQ will likely become even more important, shaping the future of car manufacturing in India.