Abstract: This study investigates Motherson’s sales strategies with a focus on its collaboration with Hyundai in the automotive components sector. As one of the world’s leading component manufacturers, Motherson operates in a rapidly evolving industry marked by rising demand for electric vehicles, digital transformation, and supply chain disruptions. The research adopts a descriptive design with a mixed-method approach—combining primary data from employee surveys and interviews, and secondary data from production logs and performance reports. Key findings reveal that 72% of respondents cite raw material shortages as the primary cause of order delays, while 77% acknowledge that digital tools could enhance order management efficiency. Motherson’s production is heavily concentrated on the AI3 line, which recorded significantly higher output compared to other lines like PS71. However, challenges such as frequent urgent order modifications, inconsistent on-time delivery, and internal coordination gaps remain prominent. The study underscores the need for AI-based forecasting, integrated ERP-MES systems, and cross-functional agile teams to streamline operations. A SWOT analysis highlights strong OEM relationships and manufacturing capabilities as strengths, while dependency on Hyundai and raw material price volatility are identified as key risks. Strategic recommendations include supply chain diversification, enhanced production balancing, automation in order processing, and a customer-centric performance review system. Ultimately, the research positions Motherson as a technologically capable and globally competitive supplier, yet calls for strategic realignment to secure sustained growth and elevated customer satisfaction in an increasingly dynamic market.

| DOI: 10.17148/IARJSET.2025.125157