I recently bought a Swift Lxi. Though since the car is for my father in law and I had no take/involvement in the decision making, I did not do any research on things like which car to buy, test drives etc. He knew that is what he wanted, and that is what we bought.
I was responsible for booking the car, take the delivery from the guy who is providing it in earliest possible time (rates/offers do not vary at all across dealers on Swift’s and Dzires.. for reasons known to all of us) and now that I have taken the delivery, I shall be driving it down 500 kilometers during Holi to hand it over to him.
The reason I am writing this review is because I recently bought a car for myself. Ok, not that recent also but April 2010 can still qualify for being “recent”. And I can compare the experience that these two brands offered me. For the records, I bought a Ford Fiesta Zxi for myself. I dont really think including my experience of buying a Maruti 800 in 2004 should figure here as that has become too old a landmark to compare.In addition, I would be able to comment on things which I like/did not like in this White beauty called Swift.
To begin with, let me say that my work has a lot to do with statistics and in one move Maruti was able to win over me. Let me tell you how.
It all happened on 8th January. I came to know that my father in law is going to buy a car, a Maruti Swift Lxi, over a casual phone conversation. I offered him to buy it from here, Gurgaon, where I knew rates would be much lesser. How much I did not know at that point in time. I was immediately handed over the responsibility to enquire. I hated myself to have spoiled my own Sunday, but then when it comes to in-laws everything gets compensated. Hope you know what I mean, if not, try doing some of it for your in-laws and see the change in your “domesticated” life courtesy your beloved wifey.
So after a lazy Sunday morning breakfast, I stepped out. First stop was Apra motors, very near to my place. And this is where I saw what I earlier said was the clincher for me from Maruti. They had these posters everywhere in the showroom which said “Please rate us on a scale of 1 to 10 where 8 is Unacceptable, 9 is Good and 10 is outstanding”. Now, if you happen to know about a metric called NPS or Net Promoter Score, you would know that it is a very tall order which Maruti is gunning for with this kind of scale. Later I saw these posters across all Maruti dealers I had been to. Boy, I was impressed
But not so much with Apra, I mean without being cruel on them, let me say they were not very enthusiastic about whole thing and were trying to market Estilo and A-star which I was not interested in. Next stop was Pasco, now in any case I do not think highly of these guys after having got my Maruti 800 regularly serviced by them (of course I have moved away now). They were lousiest of em’all as always. No one to talk to for first 15 minutes. Then, someone came and immediately got onto a call. After another 5 minutes, I was given an opportunity to tell him what I was looking for. Quote taken, task cut out (registration etc.) and I left saying give me a call when you have an answer on when earliest possible you will be able to give me the car. As expected, I still haven’t heard from Pasco. Apra guys did follow-up, but I had booked it by then through some other.
Now this “some other” was Rana motors. Which I did not know existed till the day I reached them. Having been to Apra and Pasco, I was going to the famous “Mall road” (trust me folks this is what it has been named after having mall after malls here) to check out some discounts that were on offer on everything. I saw Rana Motors there and stopped by them. The sales person was quick and efficient. Heard my need and asked me to wait for a while till he talks to his boss about early delivery and registration issues. The wait period on Swift Lxi was being said 8 to 10 weeks in both the dealerships I had been to. So was the notice board of Rana saying. Rates, 433xxx, were comparable across all three with a few hundred here and there. Compare it with 487588 my father was to pay if he had to buy it in his town.
He got back to me in few minutes and said that he shall be able to deliver by 28th Feb. (which was my cut off date) with a 99% surety. Take a week for the worst case scenario. Though he said if I can book right away, he can deliver it even earlier. I checked with my FIL, booked the car immediately thinking if not 28th Feb. He will deliver by 5th which was still ok with us. I asked him for the invoice to be sent to my father in law which he did promptly in a day.
I thought of calling him around 20th Feb to remind him that we are awaiting our car. Then came 13th Feb and I got a call from him saying that the car is ready and if we want we can take the delivery the next day. Wow, that’s nice. But we had to do some paper work which we had not yet initiated. It was a all cash down transaction and my FIL had to ensure that he is taking proper routes so as to ensure the whole transaction is white. We told him a day is not possible. Let us keep it for Tuesday. We took much longer than that and I eventually took the delivery on Friday. This was the only time when I was a little pissed off with them, they kept calling me as if they were some pesky callers trying to sell us a credit card. I got a little suspicious and did a PDI in their stock yard. They were absolutely comfy to show me the car. I found nothing wrong really and gave an ok for the delivery.
Now some of the things which stands out for Maruti against Ford. I will come to my experience with car later.
1. Maruti is very aggressive on customer experience. Ford can learn a lesson or two. This 10 point scale that I talked about, research on NPS to know how difficult it is.
2. Ford took well above two hours to deliver me the car, despite almost everything having been done a day in advance, though I had to sign loan documents the same day. Maruti took 15 minutes flat, yes, 15 minutes flat. While I was driving to their showroom having done the PDI the same day. The sales guy was on phone taking details required to prepare the papers so that he has it ready by the time I reach them.
3. After the PDI, Ford (read Harpreet) managed to give a scratch to my car. Maruti (Rana) had it ready in pristine condition.
4. The sales guy at Rana double verified every document with me before handing it over to me, even took the pains of folding each paper himself and putting it in an envelope. Ford sales guy had to rush many a time in between to either attend to another customer or to meet someone in “back office”. To add to it, these Maruti guys even have a check list which they check in front of customer to ensure that they have delivered everything which they are suppose to. Good work Maruti good work. No, Ford doesn’t do that. They trust their dealers.
5. While Ford believes no one else meeting the customer except the sales person, Maruti ensured that I am immediately meeting a waiting Customer Care In-charge the moment I was handed over my papers. She took a verbal feedback of having dealt with them there and also handed over a detailed feedback form with stamp affixed on the envelope to be sent back to them in a couple of weeks. A gift is “assured” and I also stand to chance another surprise gift if I do send it back to Maruti.
6. After this, she and my sales person accompanied me to the car. They had some one deputed there who would tell me about the basic operations of the car. And I think he, as well as the cleaning guy, are specifically instructed to immediately move away from the scene so that customer do not get an impression that they got to tip them. By the time I thought of tipping the cleaning guy, he was no where to be seen. If it is planned Rana Motors, it is well done. Compare Harpreet, I got a feeling as if my way would be blocked if I don’t tip the guy. To be fair to them, no they did not ask us to tip them. We did.
7. Pic taken, I was given the last thing here by the CCI. It was a cute piece of paper where I had to write how long did the dealer take to deliver the car. Once written, they hanged it inside the car, on rear view mirror. Basic idea but beautiful. It basically says your next service is due at 1000 kilometers, as if it is a reminder not to miss the first service. But you know what exactly that is? It is basically to remind you how much you said dealer has taken to deliver the car when Maruti calls you up for the feedback. Smart Maruti, very Smart.
8. Last thing, Harpreet Ford said we have the 5 liters of petrol in your car so not giving you any fuel voucher. Rana said, you got more than a litre in your car. Here is the voucher for 5, bunk is 50 meters away. Please have it filled.
So that basically sums up how I rate Maruti against Ford and it is not because “cheap” cars they are able to sell so good in a “middle class” country called India.
That’s it for now. Will post the experience with car along with pics in a while.