Deepak Thapaliya, Automotive General Manager at Laxmi Group, the authorised distributor for Hyundai and BMW in Nepal, brings over 17 years of extensive experience in automobile dealership management. Throughout his career, he has successfully implemented various sales and marketing strategies that significantly boosted brand sales volume and market share. A seasoned professional, Thapaliya has cultivated strong leadership, Customer Relationship Management, Business Development, KPI Management, and Financial Management skills. Holding an engineering background, he earned his MBA from Apex College in 2008. He has dedicated his entire career to Nepal’s automobile sector, serving various business conglomerates. The HRM Nepal recently interviewed Thapaliya to gain insights into the country’s automotive industry. Below are the excerpts:
Q: How do you assess the current state of automobile sales in Nepal? What are the key factors influencing this business and how can they be addressed?
A: The automobile market in Nepal is slowly recovering after a challenging phase due to policy fluctuations, import restrictions, and rising taxes. Despite growing interest from customers, affordability and financing remain key hurdles. The main influencing factors include inconsistent government policies, fluctuating exchange rates, and frequent changes in customs duty structures. To address this, we need stable long-term policies, improved access to auto financing, and better infrastructure, especially for EVs.
Q: Hyundai is a leading brand in Nepal and has recently begun assembling its flagship products locally. Considering the policy inconsistencies in the sector, what kind of policy ecosystem is needed to support the growth of the automobile industry?
A: Our vision was always to initiate the production of four-wheelers in Nepal, relying on our talented local manpower. We believe in the strength of Nepal’s education system. Our engineers and technicians are more than capable of maintaining the SOPs of a global brand and assembling a car from over 5,000 parts into a single refined unit. This initiative not only shows our industrial potential but also addresses one of Nepal’s major problems – youth migration. While many people tend to only highlight the problems, we have taken action. Currently, around 300 people are directly employed in this project, with another 200 indirectly involved – many of them fresh graduates in engineering, logistics, and other fields. They no longer need to leave the country to find meaningful employment. Furthermore, the scope of auxiliary industries through local manufacturing remains strong. Selling a Nepal-made car doesn’t just generate revenue – it contributes to our GDP. This is a matter of national pride for every Nepali. Our goal is to make Nepal not only a consumer but also a producer in the automotive ecosystem.
Q: As the Automotive General Manager for Hyundai and BMW at Laxmi Group, how are you positioning these brands in the Nepali market?
A: Hyundai is being positioned as a reliable, accessible brand with a strong focus on technology, design, and affordability. Our emphasis is on customer trust and nationwide after-sales support. On the other hand, BMW is being placed as a premium lifestyle brand focused on performance, innovation, and luxury experience. We are aligning our offerings to meet the aspirations of both mainstream and premium customers.
Q: When clients choose between Hyundai and BMW, despite their distinct market segments, what are the key differentiating factors that influence their decision-making?
A: The difference is primarily based on customer intent. Hyundai customers look for practicality, value, and smart features, while BMW buyers prioritise driving dynamics, brand prestige, and exclusivity. The decision is influenced by lifestyle, budget, and emotional connection with the brand. With Hyundai, customers feel they are getting dependable mobility, whereas BMW offers a sense of achievement and a unique driving experience. Both brands fulfil different emotional and functional expectations.
Q: Digital innovation has transformed branding and marketing strategies. How is Laxmi Group leveraging digital platforms to enhance its marketing and customer engagement?
A: We are heavily investing in digital platforms for lead generation, CRM, and engagement. From interactive websites to social media campaigns and test-drive bookings through digital touchpoints, we ensure that customers feel connected. We also use data analytics to understand customer behaviour and personalise communication. Additionally, digital storytelling and real-time engagement during launches and events have strengthened our relationship with tech-savvy consumers.
Q: Do you prefer Above-the-Line (ATL) or Below-the-Line (BTL) marketing strategies – or a blend of both? Why?
A: A blended approach works best in today’s market. ATL helps in building strong brand recall and awareness while BTL allows for more targeted, personal engagement. Especially in a market like Nepal, where customer segments are diverse, both are essential to cover ground effectively. ATL brings top-of-mind awareness, while BTL allows us to address specific regions, demographics, and communities in a way that feels personal and relevant. For instance, rural markets require grassroots activation, whereas urban consumers engage more through digital and ATL visibility.
Q: With global electric vehicle sales surging, Nepal is also seeing a similar trend. How are Hyundai and BMW aligning themselves with this shift toward clean and sustainable transportation?
A: Hyundai was among the pioneers in Nepal’s EV journey, introducing models like the Kona, Ioniq, and Ioniq 5 – each setting benchmarks in their respective segments. Building on this legacy, we have recently introduced another strong contender, the Creta EV, which has quickly gained popularity. Recognising its potential, we are also evaluating the feasibility of assembling the Creta EV locally in Nepal. BMW, on the other hand, is introducing advanced EVs like the iX1 and iX3, and also offers the X5 as a Plug-in Hybrid Electric Vehicle (PHEV). These vehicles are not only innovative but also highly energy-efficient, aligning perfectly with the shift towards cleaner mobility. BMW’s global commitment to sustainability is reflected in our offerings. We are also working on building a charging network and offering service plans tailored to EV needs, helping customers transition smoothly.
Q: Over the course of your career in the automotive sector, what major shifts have you observed in the branding and marketing landscape?
A: One of the biggest shifts has been the transition from traditional approach to digital platforms. The customer journey now starts online. There is more focus on experience-based marketing, influencer-driven content, and data-based decision-making. Physical infrastructure still matters but digital presence defines brand perception. Customers want stories, not just specs. Loyalty is now built through trust, interactivity, and value-driven engagement. Also, today’s customer expects real-time response and transparency in every stage – from inquiry to post-sales service.
Q: As a seasoned professional in the automotive industry, could you share some of the key milestones and contributions that have defined your career?
A: We have always worked as value providers for our customers. When we started, the automotive industry in Nepal was not very formal – showrooms and service centres lacked structure and customer voice was not prioritised. We helped benchmark the sector into a more formal and customer-centric industry. Our three major focus areas were hardware, software, and most importantly, people. We emphasised grooming and training our workforce, which played a crucial role in making Hyundai Nepal’s most loved and top-ranked automotive brand.
Q: Are there any innovative campaigns or schemes you have conceptualised that had a significant market impact?
A: Two major campaigns stand out. First is ‘Hyundai Pariwar’, where we didn’t just treat customers as buyers but embraced them as part of our extended family. This emotional connection has been our strength – we are there for them in good times and bad. This is more than just a tagline; it’s a philosophy. We have stood by our customers in moments of celebration as well as during natural disasters and difficult times.
Second is our recent campaign, ‘Choose Your Journey’, where we empower customers to make a choice based on what sustainability means to them – be it environmental sustainability through EVs or economic sustainability through Nepal-made vehicles. We respect every customer’s journey and aim to provide them with the right solution tailored to their values and needs.
Q: Coming from an engineering background, what inspired your transition into the automotive sector? What were the key motivating factors?
A: Cars have always fascinated me – not just as machines but as products that influence lifestyle and mobility. My engineering background gave me a solid foundation, but it was my passion for branding, customer behaviour, and the dynamic nature of the automotive business that pulled me in. It’s a sector where technical know-how and creativity meet. I realised that beyond just building cars, we were shaping people’s aspirations, transforming the way they live, move, and feel about mobility. The combination of innovation, leadership, and emotion that comes with automobiles made the transition exciting and fulfilling.
Q: High-end vehicle sales often rely on targeted client engagement. How challenging is it to drive sales in the automotive industry, particularly in the luxury segment?
A: It is definitely more challenging as customers in this segment are very informed and expect personalised service. The decision-making process is longer and brand image plays a big role. We focus on one-to-one engagement, exclusive events, and offering premium service experiences to build lasting relationships. In Nepal, the luxury segment also deals with unique challenges like high taxation and limited financing options, so creating an ownership experience that feels premium beyond the product itself is critical.
Q: Finally, would you like to share any insights or messages with our readers and the valued clients of Hyundai and BMW?
A: Thank you for your continued trust in Hyundai and BMW. Our journey is not just about cars; it’s about dreams, reliability, and national pride. We promise to bring the best global innovations while honouring local aspirations. As we shift toward a more digital and electric future, our focus remains on you – our valued customers. Every feedback you provide sharpens our vision, and every car we assemble here in Nepal is a symbol of our shared achievement. Let’s continue this journey together – driving forward with purpose, powered by trust, and grounded in pride for what we build at home. As recent changes in the global and national landscape unfold, we assure you that your loyalty is matched with our unwavering commitment to quality, innovation, and heartfelt connection. Together, we are not just building vehicles – we’re building a movement for a better, more sustainable tomorrow.
