I would really disappoint you if you started reading this post thinking of getting some technical comparison and inside stuff to decide which car to pick in the B+ Segment. This post would rather focus on the perceptions which can make or break a brand.
As part of my internship I was able to understand that how perceptions play a role when it comes to high involvement purchases. Consider Tata Indica Vista Quadrajet (diesel) and Swift Vdi(diesel),if you look at the features there are almost similar with Tata having some edge on space and price while swift having an upper hand with build quality and looks.
But Swift sales outnumber Indica vista with a substantial margin. Agreed that swift was launched 3 years back, it has good after sales service network blah blah !! But Tata is only second to Maruti in terms of service network. Maruti boasts of a service station every 3 kms, just think of is it really a plus point. How many times a person needs a service station, would a service station after 6 kms not serve the purpose?
I think the most important factor which has lead to such a divide between two similar products is the perception which people carry for the brand INDICA. The word INDICA has become synonymous with CABS all around the country specially in economic hubs like gurgaon, Mumbai,Bangalore etc. With Indica attached, the car is looked as a semi commercial passenger vehicle. On the other hand, swift has WOW affect attached to it, thanks to maruti’s brand image and advertising spend.
Yes, Indica established Tata Motors in the passenger car segment and gave it the second spot (now third next to Hyundai. Is that enough reason to justify naming all cars with initials INDICA?
If Indica Vista is here to “Change everything”, please change the name first !!
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