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      Client

      A leading global automotive manufacturer evaluating entry into India 

      Industry

      Automotive

      Primary goal

      Develop a comprehensive India market entry strategy and identify the optimal product, customer and channel strategy for launch 

      A leading global automotive manufacturer with a broad portfolio built through multiple acquisitions and joint ventures was evaluating entry into the Indian market. With increasing competition, shifting consumer behaviour and rapid technology changes reshaping the automotive landscape, defining the right entry strategy was critical to long-term success.  

      KPMG in India worked with the client to develop a comprehensive market entry blueprint, helping identify the most attractive markets, product segments, customer priorities and channel strategies while creating a differentiated business model for India.  

      The opportunity

      The client faced a number of strategic questions before entering one of the world's most competitive automotive markets.  

      Key considerations included:
      • Determining the optimal product portfolio from a large global vehicle range
      • Identifying the most attractive regional markets for phased entry
      • Defining a differentiated proposition in a crowded passenger vehicle market
      • Understanding evolving customer needs and buying behaviours
      • Building a future-proof business and operating model supported by technology and innovation
      • Balancing speed of market entry with operational readiness and scalability

      Our approach

      KPMG in India structured the engagement using a nine-lever framework spanning strategy, business model and operating model considerations:

      • Market prioritisation

        States and regions were assessed using market attractiveness and ease-of-implementation criteria to identify priority clusters for phased expansion

      • Segment prioritisation

        Vehicle segments were evaluated based on attractiveness, market potential and the client's ability to compete effectively. White-space opportunities and underserved segments were identified as part of the assessment

      • Product portfolio strategy

        The client's existing product portfolio was benchmarked against competing offerings across parameters such as design, performance, comfort, safety and technology to identify the optimal launch portfolio

      • Product and pricing strategy

        Detailed product-level recommendations were developed covering target customer groups, pricing, positioning, marketing messages and product modifications required for local market relevance

      • Brand positioning

        Competitor positioning and customer perceptions were analysed to identify market gaps and define a differentiated brand strategy

      • Customer segmentation

        Comprehensive market research was conducted to define and prioritise customer segments based on their functional, emotional and social needs    

      • Channel strategy

        A phased channel rollout strategy was designed based on regional priorities, competitor networks and future expansion plans

      • Business process innovation

        The assessment also evaluated emerging trends in sales, distribution, manufacturing and digital channels, including online sales, virtual showrooms and evolving dealership formats

      The outcome

      store

      Defined a comprehensive India market entry strategy across markets, products, customers and channels

      segment

      Identified priority regions and customer segments for phased market entry

      recommend

      Recommended an optimal product portfolio aligned to Indian market opportunities

      launch

      Developed product positioning, pricing and marketing strategies for launch vehicles 

      info

      Established a differentiated channel and distribution strategy informed by market dynamics and competitor benchmarks

      business

      Created a future-ready business model that aligned growth ambitions with operational scalability

      How we make the difference

      KPMG in India helps organisations navigate complex growth and expansion decisions by combining market insights, customer understanding and operating model expertise. By bringing together strategy, analytics and execution, we help clients build market entry plans that balance ambition, differentiation and long-term sustainability.

      KPMG. Make the Difference.

      Key Contact

      Jeffry Jacob
      Jeffry Jacob

      Partner and National Sector Leader - Automotive, Industry Group Leader - Chemicals

      KPMG in India

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