Passenger Vehicle Segmentation

Micro

Small Cars Mini

Compact

Passenger Super
Cars Compact
Passenger Utility
Mid-Size
Vehicles Vehicles

Vans Sedans Executive

Premium

Luxury

4P’s

Product Price
• Premium vehicles are heavy on • Priced higher than regular cars
technology and include multiple • Subject to government taxes and
functional and safety features. import tariffs

Promotion
• Mass media technology: TV
advertisements, newspaper and
magazine advertisements
• Main focus is on information and
differentiation
Place
• Distribution through authorised
dealerships, individual retailers and
fast emerging online retailers
• An integrated multi-channel strategy
in sales is required

Product:
Premium vehicles are heavy on technology and include multiple functional and
safety features.
Price:
Premium vehicles are priced higher than regular cars. Pricing also depends on the
taxes and tarriffs levied by the government on import and sale.

Promotion:
Broadly through mass media technology: TV advertisements, newspaper and
magazine advertisements
Main focus is on information and differentiation

Place:
Distribution occurs through authorised dealerships, individual retailers and fast emerging
online retailers
An integrated multi-channel strategy (combination of online and offline channels) in sales is
required for preium vehicle segment.