Centre For Auto Policy & Research

Dr. Dinesh Bhasin

Former Vice-President, Tata Motors Ltd.  

(LinkedIn: https://www.linkedin.com/in/dineshbhasinaftersales/)

Dr. Dinesh Bhasin is an automobile industry veteran & a former Global Vice President & Head – Customer Care, Passenger Vehicle Business Unit at Tata Motors Ltd. 

Dr. Bhasin is a Mechanical Engineer from NIT, Kurukshetra and an MBA in Marketing, from Faculty of Management Studies (FMS), University of Delhi. In 2009, he got his ‘Fellowship’ (FIMI) from the International Motor Institute (IMI– UK. He has also been awarded a (Honoris Causa) PhD for his work on ’Customer Retention & Loyalty’ by Singhania University, Rajasthan. 

During his tenure & under his leadership, Tata Motors made giant strides in the CSI survey by JD Power, Singapore by moving up from 7th rank in 2011 to 2nd rank in 2017 and repeating the performance in 2018 & 2019 thus making Tata Motors as the only company in those 8 years who has not lost a rank or dropped in CSI score. 

He has the distinction of launching the ‘Tata Motors|Service Brand’ in 2013 and is the only ‘After Sales Service’ professional in India to have orchestrated and designed the ‘Service brand’ philosophy for 2 car companies, the 2nd one being Hyundai Motors India Ltd (2010-11)

Starting with Escorts Ltd (Tractors) as an Area Sales Rep, he developed his core technical knowledge for cars while in Maruti Suzuki India Ltd, (1983-1990). While in DCM Toyota Ltdlooking after the West Zone for Sales & Service, he went to Toyota Motors HQ in Nagoya, Japan for training on Toyota cars (1991). Later for TOYOTA, he worked in Gulf for 4.5 years from where, on invite of Toyota Motor Corporationhe travelled extensively to other countries for product reviews of new Camry (late 90s), Land Cruiser, Rav4 etc. 

His 35 years stint in auto companies is an astute mix of work experience in Sales, Service, Spare Parts, Dealer Account Management and also managing world’s largest Toyota workshop as a Profit Centre head. 

In 2018, he was inducted into ‘Hall of Fame’ in ‘After Sales Service’ category of World Auto Forum recognizing him as Guru of Gurus of ‘After Sales Service’ professionals. 

Some of his other awards include the ‘Customer Experience Leader of the year’ by a B2B Marketing Service company. His contribution to Tata Motors Passenger vehicles was recognized by another B2B Service company when Tata Motors PVBU–Customer Care was awarded with Best Customer Experience’ Award. 

He was also a member of the ‘Customer Centricity’ team of the prestigious Tata Sons group which used to meet every quarter to share ‘Customer experience’ instances & strategies with participation from other group companies like Tata Steel, Tata Sky, Croma, Titan, Tata Communications etc. 

His passion & consistency is also apparent through the fact that he has worked relentlessly in Automobile companies only during his entire career without a break making him probably the senior most professional in his area of expertise in India. 

His in-depth knowledge on cars & the related processes like R&D, Supply Chain, Sales & Marketing and Production departments make him an avid speaker in various international areas such as World Auto Forum, JD Power, Auto (digi) expo and many other auto related world-renowned forums on topics like Safety, Dealer Profitability, Customer Experience, Industry outlook post Covid etc. 

He has authored 2 books (for internal use) on ‘Customer Retention’ which are still being used as a reference book. 

Operating out of Mumbai, he is currently guiding few start-ups apart from consulting some world-renowned companies. 

His hobbies include reading, writing and motorsports.