CHAPTER -1

INTRODUCTION

The automotive industry has emerged as an important contribution to the GDP of

India. The word automotive comes from the Greek autos (self), and Latin motivus
(of motion), referring to any form of self-powered vehicle. This term, as proposed
by Elmer Sperry (1860-1930), first came into use with reference to automobiles
in 1898. The automotive industry is one of the most dynamic sectors in India.
Rising incomes have increased the demand for cars and other vehicles, which is
the main growth engine for the automotive industry in India. The introduction of
different funding mechanisms and simple repayment plans also contributed to the
growth of the automotive industry. The automotive sector in India, including the
subcomponents of the automotive industry and is one of the main economic
sectors, with extensive links to upstream and downstream with o ther key
sectors of the economy. It accounts for about 4% of India's gross domestic
product (GDP) and 5% of industrial production in India. The Indian auto industry
employs about 13 million people directly or indirectly, at present, a number
expected to double by 2016. The automotive industry comprises a wide range of
companies and organizations involved in the design, development,
manufacturing, marketing, and selling of motor vehicles. It is one of the world's
largest industries by revenue.

The automotive industry began in the 1860s with hundreds of manufacturers that
pioneered the horseless carriage. For many decades, the United States led the
world in total automobile production. In 1929, before the Great Depression, the
world had 32,028,500 automobiles in use, and the U.S. automobile industry
produced over 90% of them. At that time, the U.S. had one car per 4.87 persons.
After 1945, the U.S. produced about 75 percent of world's auto production. In
1980, the U.S. was overtaken by Japan and then became world leader again in
1994. In 2006, Japan narrowly passed the U.S. in production and held this rank
until 2009, when China took the top spot with 13.8 million units.

The automobile industry is a cornerstone of modern economies, driving

technological innovation, providing employment opportunities, and shaping
global transportation systems. This dynamic sector encompasses the design,
manufacturing, marketing, and sales of motor vehicles, including cars, trucks,
buses, and motorcycles. The industry's evolution over the past century has been
marked by significant advancements in engineering, design, safety, sustainability,
and connectivity, reflecting changing consumer preferences, regulatory
requirements, and technological capabilities.

Historical Context

The roots of the automobile industry trace back to the late 19th century, with the
invention of the first practical automobile by Karl Benz in 1885 and the mass
production techniques pioneered by Henry Ford in the early 20th century. Ford's
introduction of the assembly line revolutionized manufacturing processes,
making automobiles more affordable and accessible to the general population.
Since then, the industry has experienced exponential growth and transformation,
becoming a critical driver of economic development and societal change
worldwide.

Key Players and Market Dynamics

The global automobile industry is highly competitive and comprises a diverse

array of manufacturers, from established legacy automakers to innovative
newcomers specializing in electric vehicles and autonomous technology. Major
players include General Motors, Toyota, Volkswagen, Ford, BMW, Honda, and
Tesla, among others. These companies operate on a global scale, catering to
diverse market segments and regions with varying consumer preferences,
regulatory frameworks, and infrastructure.
Market dynamics within the automobile industry are influenced by numerous
factors, including:

1. Consumer Preferences: Shifting consumer preferences for fuel efficiency,

safety, comfort, and sustainability drive product innovation and market trends.
Demand for electric vehicles (EVs), hybrid cars, SUVs, and crossover vehicles
has surged in recent years, reflecting evolving lifestyle choices and environmental
concerns.

2. Technological Innovation: Rapid advancements in technology, such as electric

propulsion, autonomous driving systems, connected vehicles, and artificial
intelligence, are reshaping the automotive landscape. Manufacturers are investing
heavily in research and development to stay competitive and meet regulatory
requirements while enhancing vehicle performance, efficiency, and safety
features.

3. Regulatory Environment: Stringent emissions standards, fuel economy

regulations, safety requirements, and trade policies impact product development,
manufacturing processes, and market access. Governments worldwide are
increasingly promoting clean energy initiatives and incentivizing the adoption of
electric and low-emission vehicles to mitigate climate change and reduce
dependence on fossil fuels.

4. Supply Chain Management: The automobile industry relies on complex global

supply chains encompassing raw materials, components, and assembly
operations. Disruptions in the supply chain, such as natural disasters, trade
disputes, or geopolitical tensions, can disrupt production schedules, increase
costs, and affect market dynamics.

5. Economic Factors: Economic conditions, including GDP growth, interest rates,

consumer spending, and unemployment rates, influence vehicle sales, financing
options, and profitability. Market fluctuations, currency exchange rates, and
geopolitical events can impact automakers' revenue streams, investment
decisions, and expansion strategies.

Future Trends and Challenges

Looking ahead, the automobile industry faces a myriad of opportunities and

challenges as it navigates towards a sustainable, connected, and autonomous
future. Key trends shaping the industry include:

1. Electrification: The transition towards electric mobility is accelerating, driven

by advancements in battery technology, declining costs, and regulatory pressures
to reduce emissions. Automakers are expanding their EV portfolios, investing in
charging infrastructure, and collaborating with technology partners to enhance
range, performance, and charging capabilities.

2. Autonomous Driving: The development and deployment of autonomous

vehicles (AVs) hold the potential to transform transportation systems, improve
safety, and enhance mobility for individuals and communities. However,
significant technical, regulatory, ethical, and societal challenges must be
addressed to ensure the safe integration of AVs into mainstream usage.

3. Connectivity and Mobility Services: Connected vehicles equipped with

internet connectivity, sensors, and onboard systems enable enhanced navigation,
entertainment, and communication features. Additionally, the rise of mobility-as-
a-service (MaaS) platforms, ride-hailing apps, and shared mobility solutions is
reshaping urban transportation patterns, fostering multimodal connectivity, and
reducing car ownership in favor of on-demand mobility options.

4. Sustainability and Environmental Responsibility: As concerns over climate

change and environmental degradation mount, automakers are under increasing
pressure to adopt sustainable manufacturing practices, reduce carbon emissions
throughout the vehicle lifecycle, and embrace circular economy principles. This
includes utilizing recycled materials, reducing waste, and investing in renewable
energy sources to minimize the industry's environmental footprint.

In conclusion, the automobile industry plays a central role in shaping the modern
world, driving economic growth, technological innovation, and social progress.
Despite facing numerous challenges and disruptions, including technological
disruption, regulatory constraints, and shifting consumer preferences, the
industry remains resilient and adaptable, poised to embrace the opportunities of
an increasingly interconnected and sustainable future. By leveraging innovation,
collaboration, and responsible business practices, automakers can continue to
drive positive change and create value for stakeholders while addressing the
evolving needs and aspirations of society.
 BMW

Bayerische Motoren Werke AG, commonly known as BMW, is a renowned

German multinational company that designs, manufactures, and sells luxury
vehicles and motorcycles. Established in 1916, BMW has become synonymous
with innovation, performance, and luxury, earning a prestigious reputation
worldwide. With a rich heritage rooted in engineering excellence and a
commitment to quality, BMW has evolved into one of the leading players in the
global automotive industry, catering to discerning customers who value driving
pleasure, craftsmanship, and technological sophistication.

Historical Backgroun

BMW's origins can be traced back to the early 20th century when it was founded
as an aircraft engine manufacturer in Munich, Germany. Initially known as
Bayerische Flugzeugwerke AG, the company produced aircraft engines for the
German military during World War I. After the war, the Treaty of Versailles
prohibited Germany from producing aircraft, leading BMW to shift its focus to
motorcycle production in 1923. The iconic BMW logo, featuring a stylized
propeller against a blue sky, symbolizes the company's aviation heritage.

In 1928, BMW acquired Fahrzeugfabrik Eisenach, a manufacturer of

automobiles, marking its entry into the automotive industry. The company's first
car, the BMW 3/15, was introduced in 1929, followed by the launch of luxury
models like the BMW 328 and BMW 501 in subsequent years. Throughout its
history, BMW has established a legacy of engineering prowess, motorsport
success, and iconic design, solidifying its position as a leading luxury carmaker.

Key Pillars of BMW

BMW's success can be attributed to several key pillars that define its brand
identity and business philosophy:
1. Innovation and Engineering Excellence: BMW is renowned for its relentless
pursuit of innovation and technological advancement. From pioneering
developments in engine efficiency, lightweight construction, and aerodynamics
to cutting-edge features in connectivity, electrification, and autonomous driving,
BMW continues to push the boundaries of automotive engineering.

2. Driving Dynamics and Performance: Central to BMW's brand ethos is the

concept of "Sheer Driving Pleasure." BMW vehicles are celebrated for their
dynamic handling, precise steering, and responsive performance, delivering an
exhilarating driving experience unmatched by many competitors. Whether it's the
iconic BMW 3 Series sedan, the versatile BMW X5 SUV, or the high-
performance BMW M models, driving enthusiasts appreciate the sporty character
and agility of BMW vehicles.

3. Design and Aesthetics: BMW's design language emphasizes elegance,

sophistication, and athleticism. Characterized by clean lines, distinctive kidney
grilles, and iconic Hofmeister kinks, BMW's exterior styling exudes timeless
appeal and unmistakable identity. Inside, BMW cabins offer a harmonious blend
of luxury, comfort, and cutting-edge technology, creating an immersive and
driver-centric environment.

4. Brand Heritage and Prestige:With over a century of heritage and tradition,

BMW embodies the values of craftsmanship, precision, and exclusivity. As a
symbol of automotive luxury and prestige, BMW appeals to discerning customers
seeking sophistication, refinement, and status. The brand's iconic logo,
synonymous with quality and performance, reinforces its premium positioning in
the market.

Global Presence and Market Leadership

BMW's global footprint spans over 140 countries, with manufacturing facilities,
research centers, and sales networks strategically located around the world. The
company operates under three main divisions: BMW Automobiles, MINI, and
Rolls-Royce Motor Cars, each catering to distinct market segments and customer
preferences. BMW's diverse portfolio includes a wide range of vehicles, from
compact cars and luxury sedans to sports cars, SUVs, and electric vehicles,
offering something for every lifestyle and driving need.

As a market leader in the luxury automotive segment, BMW consistently ranks

among the top-selling premium brands globally, competing with rivals such as
Mercedes-Benz, Audi, and Lexus. Through a combination of product innovation,
brand differentiation, and customer-centric strategies, BMW continues to capture
market share, drive revenue growth, and strengthen its position as a preeminent
luxury carmaker.

In conclusion, BMW's legacy of innovation, performance, and luxury has

propelled it to the forefront of the global automotive industry. With a commitment
to excellence, a focus on driving pleasure, and a dedication to customer
satisfaction, BMW remains a benchmark of automotive engineering and a symbol
of automotive passion and craftsmanship. As it embarks on the next chapter of its
journey, BMW is poised to shape the future of mobility and redefine the driving
experience for generations to come.
 BMW SUV SEGMENT

The BMW SUV segment represents a significant aspect of the brand's diverse
vehicle lineup, catering to a broad range of consumer preferences and lifestyles.
BMW's Sport Utility Vehicles (SUVs) combine the brand's hallmark attributes of
luxury, performance, and innovation with the versatility and functionality
demanded by modern drivers.

BMW's SUV lineup is characterized by sleek design, cutting-edge technology,

and dynamic driving dynamics, ensuring that each model delivers a compelling
driving experience regardless of terrain or conditions. These vehicles offer ample
interior space, advanced safety features, and a host of creature comforts, making
them ideal for both daily commutes and long-distance journeys.

At the heart of BMW's SUV lineup is the X Series, which encompasses a range
of models designed to meet various needs and preferences. The X1, X3, X5, and
X7 models represent different sizes and configurations, providing options for
individuals, families, and adventurers alike.

The BMW X1 is a compact SUV that offers a perfect balance of agility and
practicality, making it well-suited for urban environments. The X3 and X5
models, on the other hand, provide a blend of comfort, performance, and
versatility, catering to those seeking a more spacious and luxurious driving
experience. Meanwhile, the BMW X7 stands as the flagship SUV, offering
supreme comfort, cutting-edge technology, and ample seating for up to seven
passengers.

In addition to conventional internal combustion engine variants, BMW has

expanded its SUV lineup to include electrified options, such as the BMW X3 and
X5 plug-in hybrid models, showcasing the brand's commitment to sustainable
mobility.
 AUDI

Introduction to Audi

Audi, a renowned luxury automotive brand, is synonymous with innovation,

engineering excellence, and sophisticated design. Established over a century ago,
Audi has evolved from its humble beginnings to become one of the world's
leading automobile manufacturers, recognized for its commitment to quality,
performance, and cutting-edge technology. This introduction delves into Audi's
rich history, its position in the automotive market, key strengths, notable
achievements, and future prospects.

Historical Background

Audi's origins can be traced back to 1885 when August Horch founded Horch &
Cie. Motorwagenwerke AG in Cologne, Germany, marking the inception of the
brand that would later become Audi. However, due to disagreements with the
company's board, Horch left and established a new venture named Audi
Automobilwerke GmbH in Zwickau in 1909. The name "Audi" derives from the
Latin translation of Horch's last name, which means "listen."

In 1932, Audi merged with three other German automobile manufacturers –

Horch, DKW, and Wanderer – to form Auto Union AG, creating a company that
would later adopt the iconic four-ring logo symbolizing the union of these brands.
Following World War II, Audi faced numerous challenges but managed to
survive and gradually rebuild its reputation in the post-war era.

The modern era of Audi began in the 1960s when Volkswagen acquired Auto
Union and revived the Audi brand. Under Volkswagen's ownership, Audi
experienced a renaissance, introducing groundbreaking models like the Audi 100,
which showcased innovative engineering and design principles that would come
to define the brand.
Position in the Automotive Market

Today, Audi is renowned for its premium lineup of vehicles, including sedans,
coupes, SUVs, and electric models, catering to discerning customers worldwide.
With a focus on combining luxury, performance, and advanced technology, Audi
competes with other luxury automakers such as BMW, Mercedes-Benz, and
Lexus, offering a compelling alternative for those seeking sophistication and
driving excellence.

Audi's reputation for engineering prowess and technological innovation sets it

apart in the automotive market. The brand's commitment to research and
development has led to advancements in areas such as quattro all-wheel drive,
lightweight construction using aluminum and carbon fiber, and driver assistance
systems, reinforcing its position as an industry leader in automotive technology.

Key Strengths and Notable Achievements

Audi's success is underpinned by several key strengths:

1. Innovation* Audi has a long history of innovation, continually pushing the

boundaries of automotive technology. The brand's commitment to research and
development has resulted in groundbreaking advancements in areas such as
electrification, connectivity, and autonomous driving.

2. Design Excellence: Audi's design philosophy emphasizes clean lines,

aerodynamic efficiency, and timeless elegance. The brand's vehicles are
renowned for their sleek exteriors, luxurious interiors, and attention to detail,
setting the standard for automotive aesthetics.

3. Performance: Audi's performance-oriented models, particularly those bearing

the "S" and "RS" badges, deliver exhilarating driving experiences characterized
by potent engines, agile handling, and precise dynamics, appealing to enthusiasts
and driving enthusiasts alike.
4. Brand Image: Audi's brand image is synonymous with sophistication,
innovation, and progressive luxury. The brand's aspirational appeal and strong
emotional connection with consumers have contributed to its enduring success
and global recognition.

Audi has achieved numerous milestones throughout its history, including

multiple victories in motorsport competitions such as the World Rally
Championship and the iconic 24 Hours of Le Mans endurance race. These
triumphs have not only demonstrated Audi's engineering prowess and
performance capabilities but also served as a platform for showcasing its
technological innovations and pushing the boundaries of automotive excellence.

Future Prospects

Looking ahead, Audi is poised to capitalize on emerging trends and technological

advancements shaping the automotive industry. The brand's commitment to
electric mobility is evident through its development of electric and hybrid
vehicles, including the Audi e-tron SUV and the upcoming Audi e-tron GT,
which showcase Audi's vision for sustainable, zero-emission transportation.

Furthermore, Audi's continued focus on digitalization, connectivity, and

autonomous driving technologies underscores its commitment to shaping the
future of mobility. By leveraging its strengths in innovation, design, and
performance, Audi is well-positioned to navigate the challenges and opportunities
of an increasingly dynamic and competitive automotive landscape, reaffirming
its status as a leading luxury automotive brand.

In conclusion, Audi's rich heritage, unwavering commitment to excellence, and

relentless pursuit of innovation have solidified its position as a preeminent player
in the global automotive industry
 AUDI SUV SEGMENT

Audi's SUV segment represents a cornerstone of the brand's lineup, embodying a

blend of luxury, performance, and versatility tailored to meet the diverse needs
of modern drivers. With a range of models spanning various sizes and
configurations, Audi SUVs offer a compelling combination of cutting-edge
technology, refined design, and dynamic driving characteristics.

At the core of Audi's SUV lineup is the Q series, comprising compact, midsize,
and full-size SUVs designed to cater to different lifestyles and preferences.

Starting with the compact segment, the Audi Q3 stands out as an ideal urban
companion, offering nimble handling, premium amenities, and a spacious interior
despite its compact dimensions. It's perfect for city driving while retaining the
versatility needed for weekend getaways.

Moving up in size, the Audi Q5 represents the brand's midsize SUV offering,
delivering a harmonious balance of performance, comfort, and practicality. With
ample cargo space, advanced technology features, and a range of powertrain
options including hybrid variants, the Q5 appeals to a broad spectrum of drivers
seeking a versatile and refined driving experience.

For those desiring additional space and luxury, Audi offers the Q7 and Q8 models
in the full-size SUV segment. The Audi Q7 boasts a spacious and luxurious
interior with seating for up to seven passengers, along with advanced technology
and premium amenities that elevate the driving experience for both driver and
passengers. On the other hand, the Audi Q8 presents a more coupe-like design,
blending the practicality of an SUV with the sporty elegance of a coupe,
delivering a unique and dynamic driving experience
 HISTORY OF AUDI

The history of Audi is a story of innovation, resilience, and evolution that spans
over a century. Here's an overview:

1. Founding and Early Years (Late 19th Century - Early 20th Century): Audi's
origins can be traced back to the late 19th century when August Horch founded
his first automobile company, August Horch & Cie. After disagreements with the
board, Horch left and established a new company, initially named Audi
Automobilwerke GmbH in 1909. The name "Audi" is a Latin translation of
Horch's surname, which means "listen." The four interlocking rings in Audi's logo
represent the merger of four automobile manufacturers: Audi, DKW, Horch, and
Wanderer, which formed Auto Union AG in 1932.

2. Auto Union Era and Racing Success (1932 - 1945): Auto Union, formed during
the Great Depression, became a major force in the automotive industry. Audi's
predecessor companies, especially Auto Union, achieved notable success in
motorsport, particularly in Grand Prix racing with their iconic Silver Arrows cars
designed by Ferdinand Porsche. The Auto Union Type C, featuring a mid-engine
layout and revolutionary technology, dominated racing circuits in the 1930s.

3. Post-War Reconstruction (1945 - 1960s): After World War II, Auto Union's
factories were dismantled, and its assets were divided among Allied powers.
Audi's production facilities were located in what became East Germany, leading
to the discontinuation of the brand. However, Audi's legacy lived on in West
Germany, where DKW, one of the four Auto Union brands, continued to produce
vehicles.

4. Revival and Modernization (1960s - 1980s): Audi experienced a resurgence in

the 1960s under Volkswagen ownership. The company introduced innovative
technologies such as front-wheel drive and the use of the four-stroke engine. The
Audi 100, launched in 1968, showcased Audi's commitment to engineering
excellence and laid the foundation for the brand's modern identity. In the 1980s,
Audi gained recognition for its pioneering Quattro all-wheel-drive system, which
revolutionized performance cars and became synonymous with Audi's brand
image.

5. Global Expansion and Innovation (1990s - Present) Audi expanded its global
presence in the 1990s and early 2000s, introducing a wide range of models
catering to different market segments. The brand's commitment to innovation
continued with advancements in design, technology, and sustainability. Audi's
lineup expanded to include luxury sedans, coupes, convertibles, SUVs, and
electric vehicles. The Audi TT, Audi A4, Audi A6, Audi Q5, and Audi e-tron are
among the iconic models that have contributed to Audi's success in the modern
automotive landscape.

Throughout its history, Audi has remained at the forefront of automotive

engineering, consistently delivering vehicles that blend performance, luxury, and
innovation. The brand's commitment to excellence and its rich heritage continue
to shape its identity as a leading luxury automobile manufacturer.
 HISTORY OF BMW

The history of BMW, or Bayerische Motoren Werke AG, is a fascinating journey

through the evolution of automotive engineering and innovation. Here's an
overview:

1. Founding Years (1916-1945)

BMW was established on March 7, 1916, initially as an aircraft engine

manufacturer under the name Bayerische Flugzeugwerke AG (Bavarian Aircraft
Works). After World War I, the Treaty of Versailles banned German aircraft
production, prompting BMW to shift its focus to motorcycle and automobile
manufacturing. In 1923, BMW produced its first motorcycle, the R32, which
featured a flat-twin boxer engine layout that would become iconic for the brand.
In 1928, BMW acquired Fahrzeugfabrik Eisenach, which produced automobiles,
marking BMW's entry into the car market.

2. Interwar Period and World War II:

BMW continued to innovate in both motorcycle and automobile production

during the interwar period. Notable cars from this time include the BMW 3/15,
often referred to as the "Dixi," which was based on the Austin 7 and became
BMW's first mass-produced car. In the 1930s, BMW introduced the 328 sports
car, renowned for its performance and success in motorsports. During World War
II, BMW produced aircraft engines for the German Luftwaffe, including the
iconic BMW 801 radial engine used in aircraft like the Focke-Wulf Fw 190.

3. Post-War Rebuilding and Expansion (1945-1970s):

After World War II, BMW faced significant challenges, including the
destruction of its factories and the ban on aircraft engine production. The
company initially focused on producing motorcycles and reintroduced its pre-war
models. In 1952, BMW began production of its first post-war automobile, the
BMW 501 luxury sedan, followed by the iconic BMW 507 sports car in the late
1950s. However, financial difficulties led BMW to the brink of bankruptcy in the
late 1950s. A turnaround came with the introduction of the BMW 1500 "New
Class" in 1962, which revitalized the brand's image and established BMW as a
manufacturer of sporty, upscale automobiles.

4. Expansion and Innovation (1970s-1990s):

The 1970s and 1980s were marked by significant expansion and technological
innovation for BMW. The introduction of the BMW 3 Series in 1975 solidified
BMW's reputation for producing sporty compact sedans. The 1980s saw the
launch of the BMW 5 Series and the BMW 7 Series, further establishing BMW
as a leading luxury car manufacturer. BMW also made strides in motorsports
during this period, achieving success in touring car racing with the BMW 3 Series
and in Formula One with the Brabham-BMW partnership. In the 1990s, BMW
expanded its production facilities globally, including establishing manufacturing
plants in the United States.

5. 21st Century and Beyond:

In the 21st century, BMW has continued to innovate with advancements in

electric and hybrid vehicle technology, as well as autonomous driving features.
The BMW i3, introduced in 2013, marked BMW's entry into the electric vehicle
market, followed by models like the BMW i8 plug-in hybrid sports car. BMW
has also expanded its SUV lineup with models like the BMW X1, X3, X5, and
X7, catering to the growing demand for SUVs globally. Additionally, BMW has
focused on sustainability initiatives and digitalization, integrating connectivity
and digital services into its vehicles.

Throughout its history, BMW has remained committed to its core values of
innovation, performance, and luxury, consistently delivering vehicles that
embody the brand's ethos of "sheer driving pleasure."
 RESEARCH OBJECTIVE

The research objective for a comparative study between BMW and Audi SUVs
in the SUV segment in Delhi can be outlined as follows:

1.To Compare Brand Perception:

Assess and compare the brand perception of BMW and Audi SUVs among
consumers in Delhi.

Determine factors influencing brand loyalty, trust, and reputation for both BMW
and Audi.

2. To Analyze Customer Preferences:

Identify and compare customer preferences for BMW and Audi SUVs in terms
of design, features, performance, pricing, and after-sales service.

Explore factors influencing purchase decisions and brand loyalty among SUV
buyers in Delhi.

3. To Evaluate Sales Performance

Analyze and compare the sales performance of BMW and Audi SUVs in the
Delhi market.

Examine market share, sales trends, and customer demographics for both brands.

4.To Assess Pricing Strategies

Evaluate and compare the pricing strategies of BMW and Audi SUVs in Delhi.

Determine how pricing affects consumer perception, purchasing behavior, and

brand positioning.

5.To Examine After-Sales Services:

Investigate and compare the quality of after-sales services provided by BMW and
Audi dealerships in Delhi.
Assess factors such as service quality, customer satisfaction, warranty coverage,
and availability of spare parts.

6. To Identify Competitive Advantages

Identify the competitive advantages and disadvantages of BMW and Audi SUVs
in the Delhi market.

Determine areas of strength and weakness for each brand and opportunities for
improvement.

7.To Understand Market Trends

Analyze current market trends and consumer preferences in the SUV segment in
Delhi.

Explore emerging trends, innovations, and technological advancements shaping

the competitive landscape for BMW and Audi.

8.To Provide Recommendations:

Provide actionable recommendations for BMW and Audi based on the findings
of the comparative study.

Suggest strategies for enhancing brand perception, customer satisfaction, sales

performance, and competitiveness in the Delhi SUV market.
 CHAPTER -2

LITERATURE REVIEW

• Shinde Govind P. & Dubey Manisha (2011): The study has been conducted
considering the segments such as passenger vehicle, commercial vehicle, utility
vehicle, two and three wheeler vehicle of key players performance and also
analyze SWOT analysis and key factors influencing growth of automobile
industry.

• Sharma Nishi (2011): Studied the financial performance of passenger and

commercial vehicle segment of the automobile industry in the terms of four
financial parameters namely liquidity, profitability, leverage and managerial
efficiency analysis for the period of decade from 2001-02 to 2010-11. The study
concludes that profitability and managerial efficiency of Tata motors as well as
Mahindra & Mahindra ltd are satisfactory but their liquidity position is not
satisfactory. The liquidity position of commercial vehicle is much better than
passenger vehicle segment.

• Singh Amarjit & Gupta Vinod (2012): An overview of automobile industry.

Indian automobile industry itself as a manufacturing hub and many joint ventures
have been setup in India with foreign collaboration. SWOT analysis done there
are some challenges by the virtue of with automobile industry faces lot of
problems and some innovative key features are keyless entry, electrically
controlled mechanisms enhanced driving control, soft feel interiors and also need
to focus in future on like fuel efficiency, emission reduction safety and durability.
•

• Zafar S.M.Tariq & Khalid S.M (2012): The study explored that ratios are
calculated from financial statements which are prepared as desired policies
adopted on depreciation and stock valuation by the management. Ratio is simple
comparison of numerator and a denominator that cannot produce complete and
authentic picture of business. Results are manipulated and also may not highlight
other factors which affect performance of firm by promoters.

• Ray Sabapriya (2012): Studied the sample of automobile companies to evaluate

the performance of industry through indicators namely sales, production and
export trend etc for period of 2003-04 to 2009-10. The study finds that automobile
industry has been passing through disruptive phases by over debt burden, under
utilization of assets and liquidity instability. The researcher suggested to
improving the labour productivity, labour flexibility and capital efficiency for
success of industry in future.

• Dawar Varun (2012): Study to analyze the effect of various fundamental

corporate policy variables like dividend, debit, capital expenditure on stock prices
of automobile companies of India. The study tends that dividend & investment
policy are relevant and capital structure irrelevant to stock prices.

• Mistry Dharmendra S. (2012): Understood a study to analyze the effect of

various determinants on the profitability of the selected companies. It concluded
that debt equity ratio, inventory ratio, total assets were important determinants
which effect positive or negative effect on the profitability. It suggerted to
improve solvency as to reduce fixed financial burden on the company profit &
give the benefit of trading on equity to the shareholders.

• Murlidhar, A. Lok Hande & Rana Vishal S. (2013): The author tries to evaluate
the performance of Hyundai Motors Company with respect to export, Domestic
Sales, productions and profit after tax. For this purpose, the pie chart and bar
graph are used to show the performance of company various years.

• Dharmaraj, A.and Kathirvel N. (2013): Explored an overview of new industrial

policy act 1991, which allow 100 percent foreign direct investment. An attempt
is made to find out the effect of FDI on financial performance of automobile
industry. It is concluded that the liquidity ratios shows minor changes and
profitability shows an increasing trend during post FDI when compared to pre
FDI.

• Rapheal Nisha (2013): The author tries to evaluate the financial performance of
Indian tyre industry. The study was conducted for period 2003-04 to 2011-12 to
analyze the performance with financial indicators, sales trend, export trend,
production trend etc. The result suggests the key to success in industry is to
improve labour productivity and flexibility and capital efficiency

• Hotwani Rakhi (2013): The author examines the profitability position and
growth of company in light of sales and profitability of Tata Motors for past ten
years. Data is analyzed through rations, standard deviations and coefficient of
variance. The study reveals that there not exists a strong relationship between
sales & profitability of company.

• Sharma Rashmi, Pande Neeraj & Singh Avinash (2013): For understanding how
social media monitoring can help diving the consumer decision & also study. The
functions of social media i.e. monitor, responses amplify and lead at maruti
Suzuki India ltd. The researcher had discussion with social media team median
managers for collecting data & also visited the official social media sites of MSIL

• Daniel A. Moses Joshunar (2013): The study has been conducted to identify the
financial strength and weakness of the Tata motors Ltd. using past 5 year financial
statements. Trend analysis & ratio analysis used to comment of financial status
of company. Financial performance of company is satisfactory and also suggested
to increase the loan levels of company for the better performance.

• Dhole Madhavi (2013): Investing the impact of price movement of share on

selected company performance. It advise due investors consider various factors
before choosing the better portfolio. Sentimental factors do play a role in price
movement only in short term but in long run annual performance is sole factor
responsible for price movement.
• Shende Vikram (2014): This research will be helpful for the new entrants and
existing car manufacturing companies in India to find out the customer
expectations and their market offerings. The objective of study is the
identification of factors influencing customers performance for particular
segment of cars.

• Azhagaiah R. & Gounasegaran (2014): Recognized India’s per capita real GDP
growth as one of key drivers of growth for country’s automobile industry. The
central government would be set up various task forces on issue related to
taxation, land acquisitions, labour reform and skill development for auto industry.

• Buvaneswari .R & Kanimozhip (2014): To study the credit worthiness of

selected firms in Indian car industry, tiruchy. Professor Edward Altman of New
York University developed method Z score analysis to predict the company
failure or bankruptcy. To measure the fiscal fitness of a company combined a set
of five financial ratios.

• Idhayajothi, R et al (2014): The main idea behind this study is to analyze the
financial performance of Ashoka Leyland ltd. at Chennai. The result shows that
financial performance is sound and also suggested to improve financial
performance by reducing the various expenses. •

• Huda Salhe Meften & Manish Roy Tirkey (2014): Have studied the financial
analysis of Hindustan petroleum corporation ltd. The study is based on secondary
data. The company has got excellent gross profit ratio and trend is rising in with
is appreciable indicating efficiency in production cost. The net profit for the year
2010-11 is excellent & it is 8 times past year indicating reduction in operating
reduction in operating expenses and large proportion of net sales available to the
shareholders of company.

• Srivastava Anubha (2014): Data analysis has been done using the top down
approach ,i.e. Economic analysis, industry analysis, company and technical
analysis to find relationship between automobile sector index with market index.
Mahindra and Mahindra have a great position on the stock market and will attract
investor and this could lead to expansion and growth. Thus Tata motors and
Maruti Suzuki need to take care of their stock and expansion

• Sarangi Pradeepta Ketal (2014): Undertook a study to forecast the future trend
of automobile industry. The study highlighted the six different experiments have
been carried out for period of 12 years data to estimate values for next 3 years. In
each experiment graph has been plotted using spreadsheet and then linear trend
has been drawn and expanded to calculate future values.

• Kumar Sumesh & Kaur Gurbachan (2014): Automobile sector is the dominant
player in economy of world. After liberalization Indian automobile industry has
emerged as a major contributor to India’s GDP. The study identified that there is
no significant in the means score of various financial ratios of Maruti Suzuki and
Tata motors but in meeting their long term obligations and efficacy of utilizing
the assets show the significant difference in the efficiency of both the firms

• Krishnaveni, M. & Vidya, R. (2015): Find that Indian automobile industry is a

high flying sector these days and emerging as an export hub in wake of
liberalisation and globalization. This paper revises the category wise production,
sales and exports of automobile industry in India. Industry growth can be viewed
in term of pre and post liberalization. As government allows 100 percent FDI,
increase 15% in customs duty on cars and MUVs to encourage local manufacturer
and concessional import duty on specified parts of hybrid vehicles.

• Sarwade Walmik Kachru (2015): Analyzed the effects of liberalization,

government delicensing and liberal trade policies on the growth of Indian auto
mobile industry .The study recommends that investing four- wheeler is going to
be smart potion not only in India but all around the world.
• Becker Dieter (2015): The report shows about the current state and future
prospects of the worldwide automobile industry. This survey report the
manufacturer, executive and consumer views about four aspects, mobility culture,
technological fit, business model readiness and market share.

Surekha B. & Krishnalah K.Rama (2015): This study reveals the prosperity of
Tata motors company. It can be concluded that inner strength of company is
remarkable. Company can further improve its profitability by optimum capital
gearing, reduction in administration and financial expenses for the growth of
company.

• Anu B. (2015): Made an attempt to examine the relationship between capital

structure indicators, market price per shares and also to test relationship between
debt-equity and market price per share of selected companies in industry. The
study concludes that all three companies support the hypothesis that there is
relation between debt-equity and MPS.

• Maheswari, V. (2015): Made an attempt to analyze the financial soundness of

the Hero Honda motors limited have identified three factors, namely liquidity
position, solvency position and profitability position based on the study of period
2002 to 2010 using ratio analysis

• Agarwal, Nidhi (2015): The study focus on the comparative financial

performance of Maruti Suzuki and Tata motors ltd. The financial data and
information required for the study are drawn from the various annual reports of
companies. The liquidity and leverage analysis of both the firms are done. To
analyze the leverage position four ratios are considered namely, capital gearing,
debt-equity, total debt and proprietary ratio. The result shows that Tata motors ltd
has to increase the portion of proprietor’s fund in business to improve long term
solvency position
• Nandhini, M. & Sivasalthi, V.(2015): Have studied the impact of both financial
leverage as well as operating language on the profitability of TVS motor
company. The result shows that company suffers from certain weakness &
suggested to control fixed cost as well as variable cost to gain adequate profits

• Jothi, K. & Kalaivani, P. (2015): Studied the comparative performance of Honda

Motors and Toyota Motor that both companies have satisfactory short term
liquidity position. As for as cash ratio concerned Honda company has upper hand
upper hand in sound cash management practice during the study period. In case
of profitability it is rising from the both of companies but remained much higher
earning potential in Honda motor ltd

• Krishnaveni , M. & Vidya, R (2015): Author has selected 87 companies out of

242 companies in capital line database to discuss the standard current ratio of
automobile industry is matched with tractor and four sectors like engine parts,
lamps, gears and ancillaries with standard norms. The study concludes that
current and liquidity ratio of automobile industry is matched with tractor and the
four sectors but other sectors have to improve the repaying capacity to strengthen
the financial aspects.
 SWOT ANALYSIS

SWOT ANALYSIS OF BMW IN SUV SEGMENT

A SWOT analysis of BMW in the SUV segment would assess the strengths,
weaknesses, opportunities, and threats that the company faces in this particular
market segment.

Strengths:

1. Brand Reputation: BMW is known for its strong brand image, associated with
luxury, performance, and quality, which can be advantageous in the SUV
segment.

2. Engineering Excellence: BMW vehicles are renowned for their innovative

engineering, including advanced technology features, efficient engines, and
dynamic driving capabilities.

3. Product Range: BMW offers a diverse range of SUV models catering to

different market segments and customer preferences.

4. Global Presence: BMW has a strong global presence and established

distribution networks, enabling it to reach a wide customer base.

5. Strong Financial Position: BMW's financial stability allows it to invest in

research and development, marketing, and production, giving it a competitive
edge.

Weaknesses:

1. Higher Price Point: BMW SUVs tend to have higher price points compared to
some competitors, which may limit their accessibility to certain customer
segments.
2. Reliability Concerns: Despite BMW's reputation for quality, some customers
have reported reliability issues with certain models, which could impact brand
perception and customer loyalty.

3. Limited Electric Vehicle Offerings: While BMW has introduced electric SUV
models like the BMW iX3, its electric vehicle portfolio in the SUV segment may
not be as extensive as some competitors.

Opportunities:

1. Growing SUV Market: The SUV segment continues to grow globally,

presenting opportunities for BMW to expand its market share and revenue.

2. Electrification Trends: There is increasing demand for electric and hybrid

SUVs, offering BMW an opportunity to further develop and promote its electric
vehicle offerings.

3. Emerging Markets: BMW can explore opportunities in emerging markets

where demand for SUVs is rising, such as China, India, and Southeast Asia.

4. Customization and Personalization: Offering more customization options for

SUVs could attract customers seeking personalized vehicles and enhance brand
loyalty.

Threats:

1. Intense Competition: BMW faces fierce competition from other luxury

automakers like Mercedes-Benz, Audi, and Porsche, as well as non-luxury brands
offering competitive SUVs.

2. Changing Regulations: Evolving emissions regulations and government

policies may impact BMW's ability to sell certain SUV models, especially those
with higher emissions.
3. Economic Uncertainty: Economic downturns or fluctuations in consumer
spending could affect BMW's sales and profitability in the SUV segment.

4. Technological Disruption: Rapid advancements in technology, such as

autonomous driving and connectivity features, could disrupt the traditional
automotive market and pose challenges for BMW.

Overall, BMW's strengths in brand reputation, engineering excellence, and

product range position it well in the SUV segment. However, addressing
weaknesses such as price competitiveness and reliability concerns while
capitalizing on opportunities in electrification and emerging markets will be
crucial for sustaining its competitive advantage. Additionally, navigating threats
such as intense competition and technological disruption will require strategic
adaptation and innovation.
SWOT ANALYSIS OF AUDI IN SUV SEGMWNT

A SWOT analysis of Audi in the SUV segment would examine the internal
strengths and weaknesses as well as external opportunities and threats facing
Audi within this specific market segment.

Strengths:

1. Brand Image: Audi has a strong brand reputation for luxury, performance, and
engineering excellence, which can be advantageous in the SUV segment.

2. Technological Innovation: Audi is known for its advanced technology features,

including infotainment systems, driver assistance technologies, and efficient
engines, which can attract customers in the SUV market.

3. Product Diversity: Audi offers a wide range of SUV models catering to

different segments and customer preferences, from compact SUVs like the Q3 to
full-size SUVs like the Q7.

4. Global Presence: Audi has a strong global presence and established distribution
networks, allowing it to reach a broad customer base in various markets.

5. Strong Financial Backing: Audi is backed by the Volkswagen Group, providing

it with financial stability and resources for research and development, marketing,
and production.

Weaknesses:

1. Reliability Concerns: Like other luxury brands, Audi has faced occasional
reliability issues with certain models, which can impact customer satisfaction and
brand loyalty.

2. Perception of Higher Maintenance Costs: Luxury SUVs, including Audi

models, may have higher maintenance and repair costs compared to non-luxury
counterparts, which could deter some customers.
3. Limited Electric Vehicle Offerings: While Audi has introduced electric SUV
models like the e-tron, its electric vehicle portfolio in the SUV segment may not
be as extensive as some competitors.

Opportunities:

1. Growing SUV Market: The SUV segment continues to grow globally,

presenting opportunities for Audi to expand its market share and revenue.

2. Electrification Trends: There is increasing demand for electric and hybrid

SUVs, offering Audi an opportunity to further develop and promote its electric
vehicle offerings.

3. Emerging Markets: Audi can explore opportunities in emerging markets where

demand for luxury SUVs is rising, such as China, India, and Southeast Asia.

4. Customization and Personalization: Offering more customization options for

SUVs could attract customers seeking personalized vehicles and enhance brand
loyalty.

Threats:

1. Intense Competition: Audi faces strong competition from other luxury

automakers like BMW, Mercedes-Benz, and Porsche, as well as non-luxury
brands offering competitive SUVs.

2. Changing Regulations: Evolving emissions regulations and government

policies may impact Audi's ability to sell certain SUV models, especially those
with higher emissions.

3. Economic Uncertainty: Economic downturns or fluctuations in consumer

spending could affect Audi's sales and profitability in the SUV segment.
4. Technological Disruption: Rapid advancements in technology, such as
autonomous driving and connectivity features, could disrupt the traditional
automotive market and pose challenges for Audi.

In summary, Audi's strengths in brand image, technological innovation, and

product diversity position it well in the SUV segment. However, addressing
weaknesses such as reliability concerns and capitalizing on opportunities in
electrification and emerging markets will be crucial for sustaining its competitive
advantage. Additionally, managing threats such as intense competition and
technological disruption will require strategic adaptation and innovation.
 CHAPTER-3

DATA ANALYSIS

Q1 PERFORMANCE OF THIS SUV IS ADEQUATE FOR MY NEEDS

INTERPRETATION:

1 A higher percentage of respondent (32%) strongly agreed that the performance

of the BMW in SUV segment meet their needs compared to Audi (18%)

2 There were also more people who agreed with this statement for BMW (28%)
compared to Audi 32 %

3 There were more neutral responses for Audi (15%) than BMW (9%)

4 There were people who disagree with the statement in BMW as compared to
Audi segment IN BMW (4%) People disagree with the statement whereas in Audi
only (1%) peple disagree with the statement

5 There were more people in Audi who strongly disagree with the statement
compared to BMW

So, from the above interpretation we came to know that BMW is slightly ahead
in performance as compared to Audi
Q2 THE PERFORMANCE OF ENGINE IS SATISFACTORY

INTERPRETATION

Based on the graph , it apperars that Audi owners are more satisfied with the
performance of their engine than BMW in SUV SEGMENT . In the survey those
who strongly agreed that their Audi engine performance was satisfactory was
15% whereas for BMW it was 26 % .Similarly 37% of Audi owners agreed that
their engine performance was satisfactory compared to 20% for BMW

On the other hand for those who disagreed or strongly disagreed with the
statement that their engine performance was satisfactory ,Audi received a lower
percentage than BMW .Only 9% of Audi owners disagreed compared to 15% for
BMW and 1% strongly disagreed compared to 5% of BMW

Overall , the graph seem to indicate that Audi owners are more satisfied with their
car engine performance than BMW owners based on this survey comparison with
respect to SUV segment.
Q3 THE SUV FUEL EFFICIENCY MEET MY EXPECTATION

INTERPRETATION

Based on the graph, it appears that BMW owners are more satisfied with the fuel
efficience of their SUV’s Than Audi owners .In the survey ,those who strongly
agreed that their BMW met their expectayion was 23% whereas in Audi it was
only 14% .Similarly 22% people agreed that their guel efficiency met their
expectation compared to 25% for Audi

On the other hand 7% of people disagree with the statement of fuel efficiency met
their expectation which is lower than Audi in which 9% of people disagree with
the statement .In BMW 4% People strongly disagree with the statement compared
to Audi in which 2% people disagree with the statement

In BMW 14% peple fall in the category of neutral compared to Audi in which
20% people fall in the category of neutral

From my assessment BMW owners are very slightly more satisfied with the fuel
efficiency compared to Audi owners
Q4 THE SAFETY FEATURE OF THE SUV P[ROVIDE THE SENSE OF
SECURITY

INTERPRETATION

1 Strongly Agree – A higher percentage of BMW owners (355) stromgly agreed

that the safety features provide the sense of security , whereas only 24% of Audi
owners felt the same

2 Agree- Similarly 26% of BMW owners agreed with the statement compared to
28% of Audi owners

3 Neutral-A higher percentage of Audi owners were neutral(14%)compared to

BMW owner where only 6% people fall in the category of neutral

4 Disagree and Strongly Disagree- Almost equal number of people disagree in

both the groups i.e 1% whereas in strongly disagree section Audi owners are more
dissatisfied with the statement 3% compared to Audi 2 %

So, from the above explanation we came to know that BMW owners are more
satisfied with the security provided by the company in SUV segment compared
to Audi
Q5 DESIGN OF AN SUV MATCH ACCORDING TO MY STYLE

INTERPRETATION

1 Strongly Agree – A higher percentage of BMW owners 23% strongly agreed

that the design match their style whereas only 18% of Audi owners felt the same

2 Agree – More Audi owners 33 % agreed with the statement compared to BMW
owners27%

3 Neutral- A higher percentage of Audi owners were neutral 13% with the
statement as compared to BMW Owners 11% who felt the same

4 Disagree and strongly disagreed – A higher percentage of BMW owners (5%)

disagree with the statement that the SUV match according to their style as
compared to Audi where only 3% people disagree and felt the same. On the other
hand more BMW people strongly disagree with the statement 4% compared to
Audi 3% who felt the same

So, from the above explanation we came to know that Audi owners are more
satisfied with the design which suits according to them in SUV compared to
BMW owners
Q6 AFTER SALE SERVICE IS VERY COOPERRATIVE

INTERPRETATION

1 Strongly Agree – A higher percentage of BMW owners are more satisfied with
after sale service in SUV segment as compared to Audi owners where only
18%people felt the same

2 Agree – More Audi owners 31% agreed with the statement compared to BMW
owners 28%

3 Neutral- A higher percentage of Audi owners 14% were neutral with the
statement compared to BMW owners 11%

4 Disagree and Strongly Disagree -A higher percentage of BMW owners were

disagree with the statement i.e 5% compared to Audi owners 3% disagree with
the statement .0n rhe other hand in BMW 3% owners strongly disagree with the
statement and in Audi also 3% of owners disagree with the statement

So, from above explanation Audi is slightly ahead in after sale service compared
to BMW in SUV segment
Q7 PRICE OF THE SUV IS REASONABLE CONSIDEREING TO ITS
FEATURES

INTERPRETATION

1 Strongly Agree – A higher percentage of BMW owners (21%) strongly agreed

that the price of SUV was reasonable considering to its features whereas only 11
% owners felt the same

2 Agree – More Audi owners (37%) agreed with the statement compared to BMW
owners 22%

3 Neutral - A higher percentage of BMW owners were neutral (13%) as

compared to Audi owners (9%)

4 Disagree or Strongly Disagree -Almost equal number of people disagree in both

the group i.e 10% .On the other More BMW owners (5%) strongly disagreed with
the statement that the the price of SUV was reasonable considering to its features
compared to Audi owners 3% who felt the same

So , From the above explanation we came to know that Audi owners are more
satisfied with the statement that the the price of SUV was reasonable considering
to its features as compared to BMW in SUV segment
Q8 THE TRANSMISSION OPERATES SMOOTHLY AND
EFFICIENTLY

INTERPRETATION

1 Strongly agree – A higher percentage of BMW owners 24% strongly agreed

that the transmission operates smoothly and efficiently whereas only 13% Audi
owners felt the same

2 Agree- A higher percentage of Audi owners 33% was agreed with the statement
that the that the transmission operates smoothly and efficiently whereas only 27%
BMW owners felt the same

3 Neutral- A higher percentage of Audi owners 20% feels neutral with the
statement that the transmission operates smoothly and efficiently whereas only
13% BMW owners felt the same

4 Disagree and Strongly Disagree-Almost in both the groups same number of

people are disagree with the statement that the transmission operates smoothly
and efficiently.On the other hand almost same number are strongly disagree with
the statement that the transmission operates smoothly and efficiently.

So, from the above explanation we came to know that the BMW owners are more
satisfied with the statement
Q9 THE INFOTAINMENT SYSTEM MATCH ACCORDING TO MY
EXPECTATION

INTERPRETATION

1 Strongly Agree- A higher percentage of BMW owners 23% are strongly agree
with the statement that the infotainment system match according to their
expectation whereas only 12% Audi owners felt the same

2 Agree – A higher percentage of Audi owners 40% are agree with the statement
that the infotainment system match according to their expectation whereas only
30% BMW owners felt the same

3 Neutral – A higher percentage of Audi owners 14% are neutral with the
statement that the infotainment system match according to their expectation
whereas only 9% BMW owners felt the same

4 Disagree and Strongly Disagree- A higher percentage of BMW owners are

disagree with the statement that the infotainment system match according to their
expectation whereas only 1 % Audi owners felt the same.On the other hand
almost equal number of people are strongly disagreed in both the group

So, from above we came to know that Audi owners are more satisfied
Q10 SUV MEET THEIR DEMAND ACCORDING TO ENVIRONMENT
STANDARD

INTERPRETATION

1 Strongly Agree- A higher percentage of BMW owners 25% was strongly agreed
with that statement that the SUV meet their demand according to environment
standard whereas only 15% Audi owners felt the same

2 Agree – A higher percentage of Audi owners 30% was agreed with the
statement statement that the SUV meet their demand according to environment
standard whereas only 25% BMW owners felt the same

3 Neutral- Almost in both the group equal number of people stands neutral with
the statement statement that the SUV meet their demand according to
environment standard

4 Disagree and Strongly Disagree – A higher percentage of BMW owners 4%

disagree with the statement statement that the SUV meet their demand according
to environment standard whereas only 2% of Audi owners felt the same. On the
other hand almost equal number of people are strongly disagreed with the
statement statement that the SUV meet their demand according to environment
standard
 FINDINGS

Based on the comparative study between BMW and Audi in the SUV segment in
Delhi, the findings can be summarized as follows:

1. Market Share and Sales Performance:

Both BMW and Audi have a significant presence in the SUV segment in Delhi,
with each brand capturing a notable share of the market.

Sales data indicates fluctuations in market share over time, influenced by factors
such as model launches, marketing campaigns, and economic conditions.

2. Product Portfolio and Model Comparison:

Audi offers SUV models such as the Q3, Q5, Q7, and Q8, catering to different
segments and price points. These models are known for their sophisticated design,
advanced technology, and luxurious interiors.

BMW's SUV lineup includes models like the X1, X3, X5, and X7, known for
their sporty performance, dynamic driving experience, and premium features.

3. Performance and Driving Dynamics:

Audi SUVs generally offer a comfortable and refined driving experience, with a
focus on smooth handling and advanced driving assistance systems.

BMW SUVs prioritize dynamic performance and sporty handling, appealing to

enthusiasts who value driving engagement and agility.

4. Technology and Features:

Both brands incorporate cutting-edge technology and features into their SUVs,
including infotainment systems, driver-assistance features, connectivity options,
and advanced safety technologies.
Audi emphasizes futuristic design elements and innovative driver aids, while
BMW focuses on driver-centric features and performance enhancements.

5. Pricing and Value Proposition

Audi SUVs typically offer competitive pricing relative to their features and
specifications, appealing to buyers seeking luxury and technology.

BMW SUVs often command a premium price due to their performance-oriented

engineering and brand cachet, targeting consumers who prioritize driving
dynamics and prestige.

6.After-Sales Service and Customer Satisfaction

Both brands maintain a strong network of dealerships and service centers in

Delhi, providing comprehensive after-sales support to customers.

Customer satisfaction surveys and reviews indicate generally positive

experiences with both Audi and BMW dealerships, although individual
experiences may vary.

7.Resale Value and DepreciationResale values for Audi and BMW SUVs in Delhi
remain relatively stable, reflecting the brands' strong reputation and desirability
in the pre-owned market.

Factors such as model popularity, condition, mileage, and market demand

influence resale prices for both brands.

8.Brand Perception and Image

Audi is often associated with modernity, sophistication, and progressive design,

appealing to urban professionals and tech-savvy consumers.

BMW is renowned for its sporty heritage, driving pleasure, and dynamic
performance, attracting enthusiasts and individuals seeking a thrilling driving
experience.
 LIMITATIONS

When conducting a comparative study between BMW and Audi in the SUV
segment, several limitations may arise, impacting the depth and accuracy of the
analysis. These limitations stem from various factors, including data availability,
subjective evaluation criteria, market dynamics, and brand-specific
considerations. Here are some key limitations to consider:

1. Data Availability: Obtaining comprehensive and up-to-date data on both BMW

and Audi's SUV models, including sales figures, market share, customer
satisfaction ratings, and technical specifications, may pose challenges. Limited
access to proprietary information and varying reporting standards across regions
could hinder the comparability of data.

2. Subjective Evaluation Criteria Evaluating SUVs involves subjective criteria

such as driving experience, design aesthetics, brand perception, and perceived
quality, which can vary widely among consumers. Conducting a comparative
study based solely on objective metrics may overlook important qualitative
factors that influence purchasing decisions.

3. Model Variability: Both BMW and Audi offer diverse SUV lineups comprising
multiple models with different trim levels, engine options, and features.
Comparing specific models across brands may be complicated by variations in
pricing, equipment levels, and target demographics, making direct comparisons
challenging.

4. Market Dynamic* The SUV segment is highly competitive and subject to rapid
changes driven by evolving consumer preferences, technological advancements,
regulatory requirements, and macroeconomic factors. Analyzing historical data
may not fully capture the current market landscape or anticipate future trends and
disruptions.
5. Brand-Specific Considerations: BMW and Audi have distinct brand identities,
positioning strategies, and customer perceptions that influence their respective
strengths and weaknesses in the SUV segment. Conducting a comparative study
requires careful consideration of each brand's unique attributes, heritage, and
market positioning.

6. Regional Variations: Market conditions, consumer preferences, and

competitive dynamics can vary significantly across regions and market segments.
A comparative study may need to account for regional variations in pricing,
product availability, regulatory environments, and brand perception to provide a
comprehensive analysis.

7. Limitations of Secondary Data:Reliance on secondary sources for data

collection, such as industry reports, market analyses, and consumer surveys, may
introduce limitations related to data accuracy, reliability, and relevance.
Independent verification of data and triangulation with primary sources may be
necessary to ensure data integrity.

To mitigate these limitations, researchers conducting a comparative study

between BMW and Audi in the SUV segment should employ a rigorous
methodology, utilize multiple data sources, consider both quantitative and
qualitative factors, and acknowledge potential biases or constraints inherent in
the analysis. Additionally, incorporating expert opinions, consumer feedback,
and real-world driving experiences can provide valuable insights into the
strengths and weaknesses of each brand's SUV offerings.
 SUGGESIONS AND RECOMMENDSTION

1.Objective Definition

Clearly define the objectives of your study. Are you comparing performance,
features, pricing, customer satisfaction, or a combination of factors?

2. Market Analysis

Analyze the SUV market in Delhi. What are the trends? Which segments are
growing fastest?

Gather data on the sales performance of BMW and Audi SUVs in Delhi over the
past few years.

3.Product Portfolio

List all SUV models offered by BMW and Audi in Delhi.

Compare specifications, features, engine options, technology, safety features, and

design elements of each model.

4. Pricing Strategy:

Compare the pricing of equivalent models from BMW and Audi.

Analyze any discounts, offers, or financing options available for each brand.

5. Performance Comparison

Conduct test drives of equivalent models from both brands.

Evaluate performance metrics such as acceleration, handling, ride comfort, and

fuel efficiency.

6. Customer Satisfaction and Reviews

Gather customer feedback and reviews on BMW and Audi SUVs in Delhi
through online forums, social media, and dealership interactions.
Analyze ratings and reviews on platforms like Google Reviews, Edmunds, and
Car and Driver.

7.After-Sales Service and Maintenance

Evaluate the after-sales service networks of BMW and Audi in Delhi.

Compare factors such as service quality, waiting times, availability of spare parts,
and warranty coverage.

8. Brand Image and Perception:

Conduct surveys or interviews to understand the perception of BMW and Audi

SUVs among consumers in Delhi.

Analyze factors influencing brand loyalty and preferences.

9.Resale Value:

Research the resale value of BMW and Audi SUVs in the Delhi market.

Analyze depreciation rates and factors affecting resale value.

10. Future Trends and Innovations:

Investigate upcoming models, technologies, and innovations in the SUV segment

from BMW and Audi.

Predict future market trends and consumer preferences.

 CONCLUSION

Based on the comprehensive comparative study between Audi and BMW in the
SUV segment in Delhi, the following conclusions can be drawn:

1. Product Portfolio: Both Audi and BMW offer a diverse range of SUV models
catering to various consumer preferences. While Audi's SUV lineup emphasizes
modern design and cutting-edge technology, BMW's SUVs focus on performance
and driving dynamics.

2. Performance and Features: Audi SUVs are known for their refined driving
experience, luxurious interiors, and advanced infotainment systems. On the other
hand, BMW SUVs are acclaimed for their sporty handling, powerful engines, and
driver-oriented features.

3. Pricing and Value: In terms of pricing, Audi SUVs generally offer competitive
value with a strong emphasis on luxury and technology. BMW SUVs, while often
priced slightly higher, provide exceptional performance and driving dynamics,
which may justify the premium for enthusiasts.

4. Customer Satisfaction: Both brands have a strong presence in Delhi and

maintain a loyal customer base. However, Audi has been praised for its
exceptional after-sales service and dealership experience, while BMW has earned
accolades for its performance-oriented driving pleasure.

5. Resale Value: Resale values for both Audi and BMW SUVs in Delhi remain
relatively stable, reflecting the brands' strong reputation and desirability in the
pre-owned market.

6. Future Outlook* With advancements in electrification and autonomous driving

technology, both Audi and BMW are expected to introduce innovative SUV
models that cater to evolving consumer preferences in Delhi's dynamic
automotive market
 BIBLIOGRAPHY

Books:

• Kothari, C.R., Research Methodology, New Age Publications.

• Malhotra, Naresh K., Marketing Research, An Applied Orientation,

Fourth Edition, Pearson Prentice Hall, 2005, Part II, pp. 71-340.

• Chisnall, P.M. (1985). Marketing: A Behavioral Analysis. 2nd edn.

McGraw-Hill.

Newspapers:

• The Economic Times

• The Times of India

• Navbharat Times

Webliography:

• www. automobile industry.com

• www. BMWmotor.com, www.Audi.com

• www. .com

• www. HMIL SWOT Analysis.com

ANNEXURE