The small car market in India has largely been dominated by Hyundai Motor India Ltd., Maruti Suzuki, and Tata Motors. However, several foreign car manufacturers, such as Fiat, are planning to launch cars like the Punto to capitalize on this burgeoning segment.

Skoda Auto, a subsidiary of the Volkswagen Group, is one such company. It recently launched the Fabia, which had been one of Skoda’s most popular “small” car models, internationally. The Fabia is hoping to piggyback on the brand value that was cemented for Skoda by its luxury car models, like the Octavia and the Laura, which charmed the Indian buyer with their solid build, super-efficient diesel engine, and clean look.

Yet does a drive through Fabia’s online proposition reveal that the website reflects the core values of the Skoda brand?

Unlike many promotional websites, the Fabia website is a well-coordinated extension of the company’s brand launch and ensuing advertising campaign. The website address, fabiafeelspecial.com, aims to drive home the message that Indian users are expected to feel like royalty when they drive the Fabia. The "feel special" theme is communicated across all mass media platforms such as TV and print.

The website tries to personalize the online experience by requesting each visitor to type their name on the home page. The activity seems quite futile, as beyond the home page, the personalization does not exist. Climbing into the site, you are welcomed by a basic menu bar that resembles the simple and elegant dashboard of the Fabia. Takinga cue from the car’s compact and sleek design, the home page is simple and easy to maneuver.

The top menu bar houses only a few categories, but those are possibly the first few the user would look for when buying a car. "About us" and "Dealer Locator" allow users to learn more about the company, product features, and locations where they can test drive a car. A comparison chart is also available and provides virtual customers with the technical details of competing cars like the Hyundai Getz and Ford Fusion.

If you wish to preview the car before going in for a test drive, the site has a section called "Fabia Special Screening," which provides a virtual 360-degree tour of the car. Here, users can not only experience the look and feel of the exteriors and interiors, but also zoom in on details like the steering wheel and mp3 player.

Currently, the brand’s online presence appears similar to an attractive vehicle catalogue. While the basic information is available and helpful, the content on the site is understated and lacks an in-depth analysis of what the car truly offers. For example, a brand like Skoda markets itself on solid engineering; so, it is surprising to see that the site does not provide details on design, safety, and comfort. Hyundai Santro, which is a bestseller in the Indian market, provides well-illustrated technical details, reassuring Indian customers that the car will survive the workout on Indian roads. Also, a link to Fabia's parent company’s site might add some credibility to the website and encourage virtual users to learn about the history and other models of the Skoda brand.

The brand could also augment its site with information on pricing, financing options, and after-sales service. Furthermore, Skoda could take a few lessons from Ford India, which has a dedicated after-sales service called Ford Service, where users have the option of reserving service bookings online. Skoda should remember that, when it comes to the Indian buyer, it's not just what the car looks like that matters—how much it costs to drive and maintain is just as important, if not more so.