In a highly competitive and price-sensitive three-wheeler market, BAXY Mobility has emerged as a frontrunner, driven by strategic sales transformations led by Naveeth Menon, Vice President of Sales & Marketing Operations. With a rich history of leading sales at Yamaha and Piaggio, Naveeth brings a wealth of experience in driving growth, dealer partnerships, and customer-centric marketing. In this exclusive interview, he delves into the unique challenges of the three-wheeler segment, outlines BAXY’s innovative marketing strategies, and shares the vision for the company’s growth trajectory in the evolving electric mobility landscape.
You have successfully led sales transformations at Yamaha, Piaggio. What unique challenges and opportunities have you encountered in the three-wheeler segment at BAXY Mobility?
Having led sales transformations at Yamaha and Piaggio, transitioning to the three-wheeler segment with BAXY Mobility brought its own set of unique challenges and opportunities.
The three-wheeler market is highly competitive and price-sensitive, with customers deeply valuing reliability, performance, and after-sales support. One of the key challenges was differentiating our brand in a segment driven largely by utility and cost-effectiveness. Additionally, establishing a strong dealer network and ensuring customer trust in a rapidly evolving electric vehicle landscape required focused efforts.
However, these challenges also presented significant opportunities. We leveraged BAXY Mobility’s strong product lineup, combining power, efficiency, and eco-friendly technology to meet diverse customer needs. We strengthened dealer partnerships, expanded service support, and adopted customer-centric marketing campaigns that highlighted our vehicles’ performance, savings, and reliability.
By staying agile, listening to market needs, and positioning BAXY as a brand built on trust and performance, we have not only driven sales growth but also strengthened our presence in Diesel, CNG and Electric segments.
BAXY Mobility has established itself as a leader in the three-wheeler industry. What differentiates your sales and marketing strategies from competitors in this highly competitive market?
Our sales strategies are designed to drive growth, strengthen dealer relationships and enhance customer satisfaction. Key strategies include:
- Segment-Focused Approach: Tailoring our offerings for passenger, cargo, and delivery segments with distinct value propositions for CNG and electric variants.
- Dealer Empowerment: Providing robust dealer support through training programs, and marketing initiatives to drive sales.
- Localized Outreach: We are beginning shortly regional campaigns and targeted promotions to address specific market needs and customer preferences.
- Fleet and Institutional Sales: Actively pursuing partnerships with e-commerce, logistics and fleet operators to boost bulk sales.
- After-Sales Focus: Strengthening service networks and ensuring quick spare part availability to enhance customer retention and satisfaction.
Our marketing strategies are built on a deep understanding of customer needs, a strong dealer network, and a commitment to innovation. We focus on segment-specific campaigns, combining traditional outreach with digital engagement to connect with our audience effectively. Our recent Bollywood-themed campaigns with Hindi taglines create a strong local connect. We are also planning ‘Dealer’s Corner’ series which will highlight real experiences, building trust. Additionally, we promote our product range with powerful, relatable storytelling that resonates with our target audience. This customer-centric innovative ideas and insight-driven approach sets us apart in the competitive three-wheeler market.
With a diverse product portfolio covering both passenger and cargo three-wheelers, how does BAXY Mobility identify and capitalize on emerging market demands?
We constantly analyze market trends, customer feedback and emerging regulatory landscapes. This allows us to identify unmet needs and tailor our offerings to capitalize on new opportunities in both passenger and cargo segments, ensuring we deliver the right solutions at the right time. We are heavily focused on data analysis to track emerging market demands, and proactively design solutions to fulfill them.
BAXY Mobility’s growth has been supported by a strong distribution network. What key initiatives have you implemented to strengthen channel partnerships and dealer networks?
We have implemented several key initiatives to strengthen our dealer network and channel partnerships:
- Dealer Empowerment Programs: Providing regular training, sales support and performance-based incentives to drive growth.
- Digital Support Systems: Efficient communication with dealers and making sure we help with showroom branding, any marketing collateral needed are provided to them.
- After-Sales Service Strengthening: Expanding service centers and ensuring quick spare parts availability to support dealers and customers.
- Regular Engagement: Organizing dealer meets, feedback sessions, dealer awards and recognition programs, elite dealer club like ‘BAXY ke Sitare’ to celebrate top performers.
How do you balance short-term revenue targets with long-term brand building and market positioning?
Balancing short-term revenue targets with long-term brand building and market positioning is a common challenge for businesses.At BAXY we face this challenge by align our short term revenue goals with long time brand objectives .While doing this we kept customer at core by providing exceptional customer experience which help us to meet our short term business targets and at the same time develop our brand in a long term perspective.Being agile is always helped us to achieve the short terms objectives without compromising the brand positioning. Brand Consistency and unified messaging in all the market communication is another initiate has helped us to get a better ROI on our investment
With BAXY Mobility’s strong presence in the three-wheeler industry, how do you envision its growth trajectory over the next five years?
Building on our newly launched vehicle Portfolio: We recently launched 10 new electric three-wheeler models, catering to various segments and customer needs, such as passenger and cargo transport. Our aim is to capture a larger share of the electric three-wheeler market.
Enhanced Distribution Network: To cater to growing demand, we will expand more our dealership network, ensuring wider reach and accessibility for customers
What are the biggest industry disruptions you foresee in the commercial mobility sector, and how is BAXY Mobility preparing to stay ahead?
The shift towards alternative fuels and electric vehicles in the commercial vehicle mobility sector, particularly in the three-wheeler industry, is indeed a significant disruption. With more than 50% of three-wheelers sold today being electric, the industry is already witnessing a substantial transformation. However there are challenges to further adoption, primarily related to infrastructure development and the availability of CNG. Ensuring the electrical grid can handle the increased load from widespread EV charging is crucial.l,at the same time the number of CNG refueling stations needs to be increased to support a larger fleet of CNG-powered vehicles. By addressing these challenges and leveraging government initiatives, the three-wheeler industry can further accelerate the adoption of electric and alternative fuel vehicles, contributing to a cleaner and more sustainable future
As a leader in the automotive industry, what advice would you give to emerging professionals aiming to excel in sales and marketing within this sector?
- Understand Your Customer: Listen closely to customer needs and market trends to craft solutions that truly add value
- Master the Product: Deep product knowledge builds confidence and helps you communicate benefits effectively
- Focus on Relationships: Build strong, lasting partnerships with customers, dealers and colleagues
- Embrace Digital Tools: Use social media to drive targeted and impactful campaign. Don’t hesitate to bring in innovative ideas. Experimenting is the key
- Stay Agile and Innovative: The automotive industry is evolving rapidly—be ready to adapt and experiment with new approaches
- Lead with Integrity: Trust and transparency are key to long-term success in sales and marketing
Success in this industry is about passion, persistence and the ability to connect with both people and products