Volkswagen's Abbey Thomas On Navigating Success Amid Global Challenges
In the fast-paced world of automotive marketing in India, Volkswagen Passenger Cars stands out as a trailblazer, and at the helm of affairs is Abbey Thomas. As the Head of Marketing & PR at the company, he has not only weathered the storm of global economic uncertainties but has steered his team towards success.
With FY24 being labelled as a ‘year of recession’ and a ‘global meltdown’, India stands out as a bright spot. According to Thomas, the demand and supply ratios in the Indian market have shifted significantly. “The pandemic was a dip point for the entire industry but after that, India has seen a massive change. While most of the other markets in the world have seen a U-curve, we have seen a V-curve, which means that the dip was immediate but we sustained and climbed back as early as possible,” he says.
Staying the Course in Tough Times
Thomas emphasises that despite the initial dip, marketers in India have not shied away from creating product awareness and promoting services. The marketing leader says, “Post-2020, marketing spends have not only returned to pre-pandemic levels but have surpassed them across various industries, including the automotive sector. However, these spends are now characterised by a more strategic allocation, ensuring maximum return on investment.”
During this time, digital has emerged as a dominant platform not only for the sector but also for Volkswagen, with approximately 35-40 per cent of the marketing budget allocated to it. “Spends on digital reached up to nearly 50 per cent during the lockdown, as print media was not effective. But going forward, too, digital will be extremely important and continue to grow.”
Data Led Solutions
For Thomas, data-driven precision marketing is another trend. Data has become the lifeblood of marketing, helping companies create relevant customer experiences on a large scale. Thomas points out that marketers are relying on data to understand what works and doesn't, and how to tailor messages to meet consumer needs effectively.
His advice to young marketers is to embrace innovation and challenge traditional marketing paradigms, especially in a world where technology is evolving every second and consumers are changing in newer ways. He encourages young marketers to identify new channels, question established norms and become adept at selling their ideas internally to drive change in their organisations. He believes that the future of marketing in India is filled with opportunities for those who can adapt, innovate and stay ahead of the curve.
