Re: MG Cloud spotted testing in India. EDIT: Named Windsor MG are trying the XaaS model successfully forced on consumers by big tech. Or look at the streaming business growth. How to generate more revenue from the same customer for the same product in a b2c model? Make it a part owership and part subscription. Remember when you could remove and replace the battery of your phone? Remember when you could store your data in sd cards and swap when it was full? Now you can do neither. Phone is 3 years old, pay for an expensive battery or buy the latest flagship. Need storage? Buy the storage on cloud. Want videos to play without ads? Buy premium subscription. The crux is this - companies are selling increasingly partial products over the last decade and turning the completeness factor into add ons or subscriptions for more 'recurring' money which will be in their control. And they lie brazenly that they are not giving you chargers to save the carbon footprint etc. Will any company do it for the customer's benefit or their own profit maximization? Take a guess.
Coming to the Windsor - 3.5 rs/km for min 1500 km pm is a scam. Noone is going to exact match the km for the month. You will always keep min 50-100 or 200 km in balance by 30th, which vanishes in thin air. So it is more like 3.8 rs per km min. It gets more expensive as your usage drops. The payout is 7 rs/km for someone who drives 750 km pm or 25 km per day. The worst is the penalty on high mileage users. Typically the electric car ownership is more economical for higher usage. Here the costs are fixed. My guess is that there will be tiered plans for usage varying around the 1500 pm number, both sides progressively more expensive.
Linking XaaS to BaaS - How to monetise the usage of the car after selling it is done through rental - they are calling it rental, financiers are calling it lease. In effect, they are selling you a partial car, and forcing you to loan the battery. Ask yourself this - why are marquee names among the indian automotive lenders not in the 'partners' list here? There is some predatory aspect lurking somewhere in the fine print, and may even invite regulatory risk from multiple sides. When i buy a car from any other OEM, i am free to finance it or not, or finance from my preferred lender. If anyone forces me to buy a loan from an NBFC, i will walk away, even if i love the car. Let us not even start about the hypothecation process for this car. Who allows two loans on a single car? In short, there is a minimum loan guarantee equal to battery value to the financier from MG for each customer, and above that if someone wants additional finance. All talk of 3.5 rs/km aside, if you are locked in a loan of, say 8L, over and above battery, what will you do if they jack up the interest on that?
So who is the target customer here? Probably someone who wants to buy a car with 2-3 L down paymemt, and an EMI that they can manage, which means a car worth about 12-13L total. With this scheme, this person can be upsold a more expensive car than they need. The financier gets a captive audience and MG gets to tap into the extremely aggressive marketing of a Bajaj Finance.
Another strategic reason for this type of pay as you go models is the reduction in the upgrade cycle time. Just think how many phones or TVs you bought in the last 10 years vs the 10 years before that, and how much you pay for tech from your income. One can argue that technological innovation will stagnate if old products are not replaced by the new, but this is no new technology being marketed, it is the virus of debt being inserted deeper into the automotive ownership experience. We will start having sob stories on tbhp in a few months about the nightmares of loaning a battery inside a car you own. Or do you?
P.S. - At one time in 2009, i was crazy about the Fiat Linea T Jet. Didn't buy. Went to buy the Ford Fiesta the next year, didn't buy. Reason - poor customer service. Today, both these companies are gone from India despite one stellar product after another. How the Windsor is as a car is never a consideration if MG tries to sell debt in fancy garbs of BaaS or rental, serviced forcibly through companies one need not be forced to deal with.
Last edited by Delta Wing : 15th September 2024 at 15:58.
Reason: added PS
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