In preparation for the Hector SUV launch in the second quarter of 2019, MG Motor India has turned to tech major Adobe to bring the industry’s only end-to-end digital solutions platform in India.
This partnership will help the brand chart out its entire customer journey – from the buyer's initial expression of interest to final purchase. “This deep access to customer insights will allow us to engage prospective customers with experiences that are personalised, relevant, and compelling, starting with the current pre-launch phase,” said Rajeev Chaba, president and managing director, MG Motor India.
The move would give MG Motor India access to a gamut of Adobe Experience Cloud products for the purpose of handling its digital media – making MG among the first automobile brand in India to adopt Adobe's entire suite of digital marketing products. “With the car-buying decisions of customers increasingly being influenced by digital media, it is imperative to provide a seamless, yet not in-the-face customer experience at all instances during digital customer interaction,” Rajeev said during the announcement.
The Adobe Experience Cloud platform will be responsible for delivering a differentiated customer experience for the brand. Everything from managing the Adobe Cloud Experience interface with customers via the revamped MG Motor India website to managing the entire step-by-step digital interface with customers around its launch will be handled by the platform.
As part of its digital strategy, Adobe will help MG Motor India build and consolidate its experience onto a common platform. This would include the brand's website, dealer websites, and digital screens. With the implementation of Adobe Analytics, MG India will leverage insights derived from digital interactions between the brand and its customers across these channels, to further deliver personalised customer experiences. Additionally, the brand’s recently revamped website has been moved from WordPress to the Adobe Experience Cloud, keeping in mind enhanced customer experience and personalised content as the core.
“Technology has transformed the way customers interact with the world around them and has rapidly evolved the expectations of brands. Digital, and the era of experience, are at the core of brands looking to thrive, especially in hyper-competitive sectors like the automobile industry. This industry has an array of objectives including appealing to a wide audience, establishing a deeper customer connection, and truly standing out from the pack. We are excited to partner with an iconic brand like MG and look forward to working with them as they enter the Indian market,” said Kulmeet Bawa, managing director, Adobe South Asia.
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