1. Axom Motors – the only authorized Mercedes outlet in Guwahati. What was the concept behind incorporating one of the luxurious car showrooms here in Guwahati?

It was my father Dr. Sanjive Narain’s vision to bring luxury and one of the best car dealerships to the markets of the Northeast. The city was lacking in premium quality products. Our paramount vision was to open a Mercedes-Benz showroom in the city. It was a constant and lengthy process of bringing Mercedes Benz as they hold multiple interviews and examinations prior to giving approval for the dealership here in the Northeast. Axom Motors set its sight on uplifting the state. Northeast has immense potential and cultural prowess to become one of the leading regions in the country.

2. Northeast has a lot of car enthusiasts. How would you describe the consumer behavior of the residents?

It’s absolutely true, NE has a lot of car enthusiasts. We have researched and analyzed that every region has a different consumer behavior.  In Assam, the sale of a premium range of cars is high, whereas in Meghalaya there is high demand for AMG-driven cars which are very driver-specific and have immense engine power. Our market is that of varied taste where certain seasons people prefer Sedans whereas on usual days our consumers prefer SUVs due to the road conditions.  Further, most of our clients visit remote areas for their work and under those circumstances, SUVs are quite helpful.

3. What are the different models available at your showroom and what are the services provided?

Our range starts from Rs42L which is for A/Limo and rises up till Rs5cr for the Maybach range of cars. The demand for Maybach cars is quite high. We have our presidential S Guard as well, which goes up to Rs12cr. We are the only 3S facility providers in the Northeast (Sales, Service, and Spares). Most of our customers, our premium customers value time so we keep spare parts, and thus servicing isn’t a very long process. We also provide courtesy cars which are Mercedes-Benz cars itself for clients if their car is stuck for more than two days in our dealership. Thus, they get a taste of luxury even if their car is in service. We provide POC car sales as well, which are the preowned cars and they are all MB-certified cars. These cars are for consumers who face issues with their budget. We also provide MB rental services for special occasions.

4. How is your outlet contributing to the economic upliftment of the region?  Who are your target client bases?

Ever since its inception in 2017, we have sold more than 900 cars which clearly shows that we have a varied customer range. Our customers vary from doctors to businessmen to young entrepreneurs and even a person with a good job can afford our cars. We have very flexible finance options. Ever since our inception, we have had a huge footfall. Every day people are visiting our showroom and take pictures of our cars. Thus, it inspires people to dream big and thus one day purchase their dream car. It becomes a good motivation booster for the young generation. It’s a common misconception that Mercedes Benz is a niche brand, but with our flexible finance options, it is definitely possible to purchase a Mercedes-Benz car.

5. What was the initial investment and how is it returning back in terms of revenue?

Initially, we invested close to about Rs50cr with a bank credit line from Daimler, which is the mother company of Mercedes which helps us with financial aid. We have achieved our breakeven point in the second year itself and ever since we have been profitable.

6. Pandemic has hit almost all the sectors. How did your showroom sustain amid the pandemic?

During the pandemic, we saw a tremendous slump in car sales because of the lockdown. However, a lot of our customers still believed in us and hailed through their bookings, and post the lockdown we started operations again in full swing. We are very proud to state that during the pandemic, we didn’t make any wage cuts in employees’ salaries so they don’t suffer. Ever since post-pandemic, we have seen a tremendous hike in sales and it’s only onwards and upwards from here.

7. Where do you import most of your accessories from? Are they manufactured here?

Most of the series cars (CKD Units) are produced at Chakan, and Pune at the MB India Plant. However, all the CBU units which are mostly everyone’s dream a car are AMG and Maybach and come completely built from our Germany headquarters all accessories and spare parts are produced in Germany and the stocking is done in Chakan Plant and we order accordingly.

8. Are there any new launches coming up? What are the future plans to further enlarge your business?

We have recently launched two new Maybachs this year. They are the - S580 and the S680 which are a V8 and V12 respectively. In the coming month, we are expecting the launch of the new C class which will be the market destroyer. Mercedes is going big on the EV segment. Recently, we have launched the EQC and we would like to ask our clients to stay tuned for some exciting EQ launches this year. We at Axom Motors and Axom Automobiles Pvt. Ltd is always on the quest for growth. Our vision is not limited to catering to the state of Assam but to the entire NE. We are on track to becoming the biggest car dealership company in the NE. In our portfolio, we already have Mercedes-Benz, Isuzu, Tata Commercials, and the Italian Bike Company Beneli. The future seems pretty exciting and we are coming up with a lot more than just these brands so keep looking out.

Also Read: https://www.business-northeast.com/neramac-setting-new-bars-for-organic-market/