"Tata Sumo Grande", have you heard of this car before? Yah, I know friends, some may knew it, and some would have never even heard of it. Since, I did my internship in Tata Motors, and was handling specifically Tata Sumo Grande, I know this car in and out.Tata Sumo Grande was introduced in the market to compete the likes of Chevrolet Tavera, Mahindra Bolero, Mahindra Scorpio and especially Toyota Innova. It was positioned as a mix of SUV and a family car. The major advantage it had was its price. It tried to market itself an SUV with comfort of Toyota Innova, looks of Mahindra Scorpio and Mileage of Chevrolet Tavera at the price of Mahindra Bolero.
The result, it failed miserably !!!
Reason, it tried to target everyone, and hence couldn't satisfy, anyone. Neither SUV lovers as it lacked power and pick-up, nor families as it lacked good interiors and had poor rear suspension(leaf-spring) with almost no luggage space.
Now Mahindra has launched "Mahindra Xylo", on the similar lines of Tata Sumo Grande, as projects itself as a mix of sedan and SUV. The target market is same, competitors are same, positioning is same. Exteriors are good. It has more power than Sumo Grande and better rear suspension (coil-spring).
Let's see what lies ahead of Xylo!!!
3 comments:
I guess it would be tough for Mahindra too. The reason being the absence of uniqueness in the product. In an intense competitive sector which is facing the wrath of recession, the product should be the USP for the company.
Personally, I don't see anything great.
"A Brand cannot be Everything to Everyone", one of the laws from the book 22 Immutable Laws of Branding; proves the fact that if the above statement is implemented by companies, the results are fatal.
Would wait for your opinion :
I guess you are right !!! But, I still loved the idea of Sumo Grande. I still believe, if marketed well, Xylo can give a good competition to its competitors. But it requires smart thinking, customer responsiveness and perseverence,which Tata Motors as a company lacked.
your article just doesnt make sense. I never knew if tata sumo grande was marketed as an SUV and also a family vehicle at the same time and claiming that was the reason for its failure to make a dent in the market. Whatever be the marketing positioning,sumo grande by design is a good vehicle, but fails miserably because it looks odd and outdated.
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