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Research has shown that 'training and development' efforts of organizations have positive impact on their performances. Though, many researchers have studied effect of 'training' on organizations' internal performance parameters i.e. improvement in productivity, cost saving, quality improvement and lowering rejections etc., few studies have considered [the] role of training as an 'effective marketing tool'. While job knowledge and hard skills required to perform a task in the automobile industry have drawn sufficient attention of the researchers, attitudinal and soft skills aspects seem to have less interested the researchers. Globalization and liberalization in the Indian passenger car industry setting provide a fertile ground to investigate companies that are attempting to think 'customer delight'. It is widely seen that creating a competitive edge based on product features and technological strengths is becoming more and more difficult and unstable. This study deals with the gaps in customers expectations, their experiences while purchasing and servicing a car, the skills gaps - both at sale person as well as service technician level and also the enhance training needs due to intensified competition and technological developments in the industry.