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MOTORINDIA
l
August 2012
extremely good customer response
with the product being positioned in
such a way that it can cater to last
mile applications and is also suitable
for city-use. Even before its launch,
there was a lot of hype about the
product, with many customers hav-
ing waited for over a year to buy the
vehicle. DOST being the company’s
first-ever LCV, Ashok Leyland’s
brand equity has certainly played
a big part in the product’s success,
however experienced customers
are satisfied only by a really good
product and that is exactly what the
DOST has proved in the few months
of its launch, that it is a power-
packed all-round performer in the
LCV segment.
Rainbow’s multi-color sales
strategy
Rainbow Motors, located in Sa-
lem, is a dealership of Ashok Ley-
land LCVs. The outlet has been one
of the most successful dealers of
DOST in Tamil Nadu and has been
riding on the overwhelming suc-
cess of the vehicle. We take a look
at how Rainbow Motors has profited
from selling one of the hottest LCVs
in the Indian market.
The dealership was started in
September 2011, banking on the
confidence on the Ashok Leyland
brand in the market, which was an
important factor for setting up the
outlet. The districts of Dharmapuri,
Krishnagiri, Hosur and Namakkal
are automotive hubs where Ashok
MI: With the DOST performing well, could you give us an update on the new variants on offer from AL
Nissan - PARTNER & STILE?
NS:
To maintain the momentum, two new generation platforms were showcased at Auto Expo 2012: the multi-
functional vehicle – STILE and the contemporary 6-tonne PARTNER that represent very different faces of the
LCV spectrum. These new products will allow the company, over the coming years, to address a very wide range
of customer needs and applications. They will be thoroughly tested, indigenized and be ready for launch in the
next fiscal year.
vehicle zone (cover story)