Aftermarket car service provider TVS Automobile Solutions Ltd. (TVS ASL), a TVS Group venture, has gone in for a major re-jig of its brand — myTVS — to acquire a fresh identity and to also signal a new quest to change the way services are delivered to customers.
The focus of this brand refresh exercise, according to G. Srinivasa Raghavan, Executive Director, TVS ASL, would be on offering a predictable service experience to car owners.
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In an interaction with The Hindu , he said that the customer-centric brand positioning would essentially offer service as “a portfolio of product.” The shift in the brand identity, he said, focussed on ‘4Ps’ — product portfolio, performance, partnership and profitability. The 4Ps would form the fulcrum for taking myTVS as a pan-India brand, he added. The company’s current focus is predominantly in South India.
Vinay Piparsania, President, TVS ASL, said that the brand, in its beefed-up avatar, would provide a suite of services (such as quick service, car-care, wheels & tyres and speed wash) in a dependable manner as a one-stop solution. In this context, he insisted that TVS ASL would extensively use the digital route to engage with its customers. “We are not a workshop. We are a service showroom,” he asserted.
Mr. Raghavan said that the myTVS brand would also provide a unique ‘service on-call.’ “It typically involves delivery of service solutions for your vehicle at your doorstep,” he added.
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Claimed to be the first-of-its kind initiative in the industry, this was done through deployment of fully-equipped mobile vans, he added. The company, he said, had also launched a myTVS Freedom Club with an introductory membership price offer. The myTVS Freedom card-holders were entitled to a range of services, he pointed out. Mr. Piparsania said the myTVS showrooms would be a combination of company-owned and franchisee-owned outlets.