Growth of DIY Car Care Culture During the Pandemic - Mr. Sajan Murali Puravangara, Managing Director, Turtle Wax India
The entry of new
car brands and products in the country has significantly led to a rise in the
ever-evolving reasons to buy a car. The
changing buying preference from mileage, low maintenance to aesthetics, safety,
comfort, etc. has induced the demand for car care products as the consumers
want their cars to be looking clean and shining.
While 2020
presented its challenges for the aftermath industry, it also gave considerable
support to the car care segment., factors such as passion, longer ownership,
climatic conditions, etc, played a crucial role in the evolution of the DIY car
care market. The disposal time at home during the pandemic encouraged a “sweet
spot” for the enthusiasts to take care of their vehicles as they transition
from the “disposable-vehicle” mindset and rely on DIY maintenance to keep
vehicles running from a long-term investment objective. The rise of
do-it-yourself (DIY) culture has profoundly transformed numerous industries,
including the market for automotive tool sets. This trend, driven by the
widespread availability of online tutorials, the appeal of cost savings, and
the satisfaction of completing projects independently, has created a
substantial demand for automotive tool sets.
The growing
adoption of luxury and sports vehicles for outdoor recreational activities
further created a need for effective car care products giving a new opportunity
to engage with the customer base differently. The growing DIY culture has
altered consumer preferences in the automotive tool set market. DIY enthusiasts
prioritize quality and durability, as these attributes ensure the tool set can
endure frequent use. Additionally, ease of use is crucial, especially for
newcomers to automotive repair and maintenance. Tool sets that are
user-friendly and include clear instructions are more likely to attract this
market segment.
Lastly, the DIY
culture also gains momentum as the customers understand how a variety of
external forces can constantly damage the surface of the vehicle leading to
ineffective one-time protection further increasing the demand for easy-to-use
daily DIY products. Internet revolution and social media popularity also is
playing a vital role in more car owners enthused about different car care
products as they are now aware and are willing to try out latest and advanced
technology DIY products like ceramic
spray coatings etc. The amalgamation of such factors presents a huge
opportunity to encourage do-it-yourself (DIY) vehicle projects and the new wave
for DIY car care will continue to grow in the coming years.
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