ABSTRACT

Commercial activism is stronger here than anywhere else in the world. In India, keeping the product range fresh is vital. In February, 2016, two Kwid prototypes named Racer and Climber had been presented, but doubts still remained about their long-term commercial potential. Launched in July, 2012, the Duster was named Indian Car of the Year 2013 and won numerous prizes, building confidence in the brand. When an Indian version of the Lodgy was launched, it was intended to compete with an Indian bestseller, the Toyota Innova, and to address this problem, but it was also priced at the upper end of the market. They ensured that the Kwid was a media sensation and not just another new product launch targeted at sales and marketing experts. The local content of the value proposition was the main focus of the launch, in the same way that local content had been the main focus during procurement and in balancing the economic equation.