In an Exclusive Interview with Sanchit Verma, Dr. Wilfried Aulbur, the outgoing MD and CEO of Mercedes-Benz India reveals his insights into the Indian luxury Auto segment, making Mercedez the No. 1 luxury auto brand in India and the general dynamics of the fast developing luxury automobile segment in India
Dr. Wilfried G. Aulbur, a post doctoral researcher from USA in the fields of Semiconductors, Material Science and Solid State Physics has been heading Mercedes-Benz India as MD and CEO since 2006 prior to which he held Business Development & Strategy function at Mercedes-Benz’s R&D Center at Bangalore. Being married to an Indian, he has close professional and personal ties with India. Here, in a candid conversation with B&E before bidding farewell to Mercedes-Benz, he shares his deep insights about the company’s India operations, its rapidly growing luxury segment business and its successful entry into the truck and bus segment as well as the luxury auto segment in India.
B&E: Your resignation has come as a shock to many. After heading Mercedes-Benz for over 4 years, what drove you to take such a decision?
Wilfried Aulbur (WA): I have been here for the last five years. My contract would have ended in 2011, but I got a very exciting opportunity right here wherein I can change my role from being an employee to a co-owner. That’s what triggered my decision. Moreover, it’s also giving me an opportunity to stay in India and maintain the relationships that I have built over the last five years. Talking about Mercedes-Benz, I would say that we have done a lot in terms of going into the passenger car business, increasing our R&D activities, increasing our sourcing from India, re-structuring our network, starting the CV venture and establishing it successfully. In fact, there are a number of decisions related to additional investments in new products, which are close to finalisation. So, the overall situation is quite positive, quite stable and the team in itself is highly professional. Thus, I believe, it’s a good time for me to move on.
B&E: After your long stint with the auto industry, where are you heading now?
WA: I have been with the auto industry for 11 years and before that I was into research and development in the IT industry. But the rest, I’ll tell you once I am done with my negotiations with Daimler (smiles).
B&E: We have heard a lot about your love for the country. Is your decision to stay in India somewhat influenced by the same?
WA: I think India is extremely exciting and I believe that there will be a lot of opportunities coming forward on its way. As per my new role (to be taken up after my formal exit from Mercedes Benz), I think I would be able to contribute more in supporting the country’s growth and development in many industries. That is the primary reason for my shift.
B&E: You have been associated with Mercedes-Benz for quite long now, both in India and Germany. How do you think the company’s strategies differ in Germany, when you put them in line with India?
WA: Indian market is still growing and it will continue to grow rapidly. We will see about 40,000 to 50,000 Mercedes-Benz cars being sold in the country in another 10 year or so. What’s more interesting is the fact that in India, selling a Mercedes-Benz gives you the opportunity and privilege to interact with the most elite group of customers. But, when you look at Germany, you will find that the customer base is much broader. In Germany, we have a market share of around 8 –10%. That means every tenth new car sold is a Mercedes-Benz and we are the clear leader in that market space. This makes us meet a wider range of customers there and thus the way we interact with them is different. The interaction with the customers in India is much of high-touch engagements. Here we need to go for different kind of activities like golf activities, the star drive experience, the current ‘Fascination’ concept that we are running across the country and so on, which we do not require in Germany. So, in short, I would say the Indian consumer is very different from the consumers we interact with in many other markets.
Dr. Wilfried G. Aulbur, a post doctoral researcher from USA in the fields of Semiconductors, Material Science and Solid State Physics has been heading Mercedes-Benz India as MD and CEO since 2006 prior to which he held Business Development & Strategy function at Mercedes-Benz’s R&D Center at Bangalore. Being married to an Indian, he has close professional and personal ties with India. Here, in a candid conversation with B&E before bidding farewell to Mercedes-Benz, he shares his deep insights about the company’s India operations, its rapidly growing luxury segment business and its successful entry into the truck and bus segment as well as the luxury auto segment in India.
B&E: Your resignation has come as a shock to many. After heading Mercedes-Benz for over 4 years, what drove you to take such a decision?
Wilfried Aulbur (WA): I have been here for the last five years. My contract would have ended in 2011, but I got a very exciting opportunity right here wherein I can change my role from being an employee to a co-owner. That’s what triggered my decision. Moreover, it’s also giving me an opportunity to stay in India and maintain the relationships that I have built over the last five years. Talking about Mercedes-Benz, I would say that we have done a lot in terms of going into the passenger car business, increasing our R&D activities, increasing our sourcing from India, re-structuring our network, starting the CV venture and establishing it successfully. In fact, there are a number of decisions related to additional investments in new products, which are close to finalisation. So, the overall situation is quite positive, quite stable and the team in itself is highly professional. Thus, I believe, it’s a good time for me to move on.
B&E: After your long stint with the auto industry, where are you heading now?
WA: I have been with the auto industry for 11 years and before that I was into research and development in the IT industry. But the rest, I’ll tell you once I am done with my negotiations with Daimler (smiles).
B&E: We have heard a lot about your love for the country. Is your decision to stay in India somewhat influenced by the same?
WA: I think India is extremely exciting and I believe that there will be a lot of opportunities coming forward on its way. As per my new role (to be taken up after my formal exit from Mercedes Benz), I think I would be able to contribute more in supporting the country’s growth and development in many industries. That is the primary reason for my shift.
B&E: You have been associated with Mercedes-Benz for quite long now, both in India and Germany. How do you think the company’s strategies differ in Germany, when you put them in line with India?
WA: Indian market is still growing and it will continue to grow rapidly. We will see about 40,000 to 50,000 Mercedes-Benz cars being sold in the country in another 10 year or so. What’s more interesting is the fact that in India, selling a Mercedes-Benz gives you the opportunity and privilege to interact with the most elite group of customers. But, when you look at Germany, you will find that the customer base is much broader. In Germany, we have a market share of around 8 –10%. That means every tenth new car sold is a Mercedes-Benz and we are the clear leader in that market space. This makes us meet a wider range of customers there and thus the way we interact with them is different. The interaction with the customers in India is much of high-touch engagements. Here we need to go for different kind of activities like golf activities, the star drive experience, the current ‘Fascination’ concept that we are running across the country and so on, which we do not require in Germany. So, in short, I would say the Indian consumer is very different from the consumers we interact with in many other markets.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles
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