3M takes car detailing to homes of customers

St Paul, Minnesota-based American conglomerate 3M’s car care division has rolled out a new format in India called ‘3M Store to Door - Mobile Detailing Unit (MDU)’, which services customers at their doorstep. A specially-fitted van will arrive at customers’ residence to service his/her car.

“The MDU is undergoing pilot-testing in Bengaluru and Chennai. In the next 6-9 months, there will be six MDU vehicles in Bengaluru, which in the next two years, will touch 60-70, pan-India,” 3M General Manager - Car Care (Automotive Aftermarket Division) Vishesh Nigam said.

The MDU is yet another push that the company is applying in India, a market which has seen several of the company’s firsts. To begin with, 3M Car Care rolled out the concept of ‘car care stores’ in India, four years ago, which quickly emerged as a growth segment.

“We began way back in 2002, with our presence at dealerships of different automobile OEMs (Volkswagen, Toyota, Honda, Mahindra & Mahindra, Tata Motors, etc). Today, we are present in around 1,500 dealerships across 150 towns and cities,” Nigam said.

“Though initially customers had to be acquainted with 3M’s products for car care, in the last four years, they have adapted very well. Car enthusiasts and the youth help us drive our business,” Nigam said, adding that most of the services rendered at 3M’s car care stores are on new cars, and the company services approximately 250-300 cars every month.

Presently, the company is eyeing robust expansion plans with regard to its car care stores in India. Currently, 3M India operates 58 franchisee-run stores in India, across 14 large cities. By the end of this year, the company plans to have 75 stores, and by 2016, 30 more stores would be added. With this expansion, 3M India aims to penetrate tier-II towns and be present in all state capitals. A minimum investment of around Rs 12 lakh would be needed to set up a store. 

Nigam said 3M offers a unique suite of car detailing and wellness products, which help car owners and enthusiasts maintain the newness of their vehicles. It features interior treatments, including cleaning and removal of microbial elements; and exterior treatments such as the paint sealant programme, surface refinements, power shine, UV protect, car wraps and headlight restoration, among others.