As DRiV, the aftermarket arm of the Tenneco Group, announces MS Dhoni as its brand ambassador, the company is looking beyond celebrity endorsements. Its larger ambition is to educate Indian car owners about the importance of the components hidden beneath the bodywork and, in turn, build greater awareness around aftermarket brands such as Goetze, Monroe, Champion and Ferodo. We caught up with Sanjeev Singh, Vice President & General Manager - South Asia of DRiV, to understand the thinking behind the strategy.
TopGear: DRiV isn’t exactly a household name in the automotive world, while brands like Monroe, Champion and Ferodo already carry strong recognition. Why launch the campaign under the DRiV banner?
Sanjeev Singh: DRiV is our house of brands. Every brand has its own legacy and identity, but they all need to stand for a common set of values. For us, those values are trust, reliability and quality. The idea is to create one larger umbrella under which every individual brand can continue telling its own story while reinforcing those core principles.
TG: Why was MS Dhoni the right choice to represent that philosophy?
SS: We wanted someone who genuinely represents trust, reliability and leadership. More importantly, we wanted someone who has a real interest in automobiles. This wasn’t about signing a celebrity for the sake of visibility. We wanted somebody who understands machines, appreciates engineering and is personally involved with automobiles. It’s very difficult to find someone who fits that profile better than MS Dhoni.
TG: You seem to be focusing heavily on educating the end user. Why now?
SS: Traditionally, the hard-parts industry has spoken only to distributors, retailers and workshops. The actual person driving the car has rarely been part of the conversation. We want to change that. The first step isn’t necessarily DIY repairs, it’s awareness. If consumers know what’s going into their cars, they become part of the purchasing decision, even if the mechanic ultimately installs the part.
TG: But Indian consumers generally leave those decisions entirely to their mechanics. Can that really change?
SS: DIY may still be some distance away because labour costs are relatively low in India. But awareness can certainly improve. Consumers today actively choose tyre brands or engine oils because they’ve been educated about them. We believe the same can happen for hard parts.The important thing is that the consumer makes an informed decision rather than simply accepting whatever is recommended.
Also Read: Great Cars Great Ownership
TG: You also mentioned the word “gen-uine” is often misunderstood.
SS: Exactly. Consumers often equate genuine parts with OEM parts. But most OEMs don’t manufacture these compo-nents themselves, they source them from suppliers. Our objective is to educate consumers about that distinction so they understand what they’re actually buying.
TG: Finally, with EV adoption slowing globally, how does DRiV see the future?
SS: We have a balanced portfolio across engine components, braking systems, suspension and several other categories. While electrification is certainly growing, I don’t believe internal combustion is disappearing as quickly as many predicted. ICE, EVs, hybrids and alternative fuels will coexist for a long time, and our product portfolio is designed to support that transition.
