Automotive sector

Automotive industry: Indian automakers are seeking tech talent like never before

Major automakers have hired tech talent like never before as they embarked on a massive digitization campaign to boost virtual sales and alleviate issues in the supply chain, procurement and manufacturing functions in the middle. of the pandemic.

Hiring of people trained in information and communication technologies (ICT), data science and data engineering in the automotive industry increased by 45% from pre-Covid levels in 2019, data available from a human resources services company

Service shows.

“With an increasing number of consumers using digital platforms to evaluate and purchase vehicles over the past two years, automakers in particular have been working overtime to digitize operations and enable virtual sales, to improve convenience. and efficiency, ”said Munira Loliwala, AVP (Diversified Engineering) at the technology professional services platform TeamLease Digital.

Automakers are also investing in the digital transformation of their dealer network, which is not limited to improving websites or online payments, but involves redesigning the entire customer’s buying journey and l ‘Optimization of costs and use of resources at the dealership, she said.

“This massive adoption of technology is having a ripple effect on labor requirements. ”

Recruitment for technology positions in segments such as digital marketing, customer service and utilities, and preventive vehicle maintenance is expected to increase an additional 15% this fiscal year.

The current quarter has so far seen open demand for more than 18,000 tech jobs in the automotive segment, Loliwala said. “The number of jobs is expected to exceed 25,000 by the end of the fiscal year,” she said. “Fiscal 23 is expected to see a further peak of 15-18% from that number.”

Major automakers have confirmed an increase in the hiring of people with training in data analysis in sales and marketing functions.

“In response to consumers’ move towards digitalization, we have launched hyperlocal inquiry management programs,” said Shashank Srivastava, senior executive director (marketing and sales) at the country’s largest automaker.


“Today, 35% of our requests come from digital channels, up from 3% a few years ago. At the time of the lockdown, it was even higher, at around 50%. Maruti Suzuki digitized 24 out of 26 points of contact in the sales process, with exceptions remaining only for road tests and vehicle deliveries.

“We are working to strengthen our platform with digital tools with better computing power, collecting transactional and interactional data to create a single view of the customer (SVOC), using AI to make sense of the data and provide a seamless experience for our buyers, ”Srivastava told ET. “With the use of these sophisticated digital tools, significant weight is placed on data analysis when recruiting for CRM functions. ”

Its closest rival, Hyundai Motor India (HMIL), is also investing in highly skilled workers in science, technology, engineering and math, and supporting them with a futuristic learning framework.