Zeeshan Dawood
Automotive blogger
Popular Posts
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The Salt Plains of Utah, popularly known as The Bonneville Salt Plains. A bright red Ford Mustang with two white racing stripes, standing i...
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Apposite branding & marketing of a car I would like to start this piece with an example, since the human mind deduces best when offered...
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Off late we are witnessing the advent of small capacity but highly potent internal combustion petrol engines with generous help fr...
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Honourable erstwhile finance minister of our country, Mr. P Chidambaram wrote the definition of a small car. Length not more than 4 metres...
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I recently bought a Skoda Rapid Diesel only to get a lot of criticism from friends and relatives many arguing in favour of the new fad ...
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Often the automobile market witnesses some reasonably good to excellent products, but somehow they fail to carve a niche for themselves. Its...
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Namaste BS 7: What does it mean for you? You pave, we follow. Colonialism has given us aplenty to develop and prosper as a country. That’s n...
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EV (Electric Vehicle) , My worse nightmare. The simplest way to define EV is – a vehicle driven by an electric motor powered electrically b...
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ADAS Arguably the hottest topics in the automotive scene today ADAS (Advanced Driver Assist System) The idea of Autonomous Cars and Electric...
Monday, 9 December 2024
Namaste BS7
Electric Vehicles
Autonomous Vehicles
Tuesday, 9 June 2020
The Advent of Small Turbo Petrol
Tuesday, 16 July 2019
Apposite Branding
Apposite branding & marketing of a car
I would like to start this piece with an example, since the human mind deduces best when offered illustrations. Let us rewind to circa. 1998 – The year when Hyundai jabbed at the Indian market with the quirky looking Santro. A relatively unknown brand to the Indian diaspora then, today is a force to reckon with in the domestic automobile scene. The Hyundai Santro is the perfect example of what a concoction of a good product and right marketing can do. From being an alien automobile marque to a household brand second only to Maruti in the country. It would not be unsafe to say that brand ‘Hyundai’ was built from scratch. As much as marketing strategies helped to build the brand it is also their products which are class leading. Like I said earlier, it’s the concoction that works and not any one single attribute.
The Mahindra Alturas G4 is a transcendent product, period. There are no two ways to it. Arguably it’s the best in the segment. Let alone its contemporaries and competitors like the Toyota Fortuner and Ford Endeavour, it’s a product which punches well above its weight. And boy, does it punch hard! Hard is an understatement. It’s visceral. Kudos to Mahindra for building such a world class product and they certainly deserve a standing ovation. Alturas evokes a myriad of emotions within me and within me resides two distinct personalities too. Within one of the personalities it evokes patriotism, pride, dominion – look, we own the brand and it also appeals to the rationale.
Now coming to my alter ego – would he spend his 30 lakhs on a Mahindra, irrespective of it being a class leading product in every possible way, when for the same money he can buy a Toyota, Ford, Skoda, Hyundai etc. Yes, the car does appeal to the thinking man within me, but when it comes to the automobile aficionado within me, my knees go weak while heading to the showroom to buy the Alturas. Why is it that I am experiencing such a phenomenon when I know that the Alturas is the best in the segment? Well, it’s the badge on the front grille. By no means this piece intends to disrespect Mahindra in anyway, but a wise man is the one who plays his cards well.
Statistics show that Mahindra can sell a product priced in the 20 lakh range quite well. The XUV500 and top end Scorpios are proof of it. But, does the brand ‘Mahindra’ have enough steam (presently) go past the 30 lakh mark and challenge the might of Toyota, Ford, Skoda, et al? Or do we still have some way to go before Mahindra can take a stab at the 30 lakh segment?
It pains me a lot to see an exemplary product not doing the sales number it deserves to do owing to marketing and branding strategy gone wrong. It certainly deserves to do a lot better than it is doing. An unknown brand (Hyundai) from the same country (Korea) can go on to become a household name, proves it’s a feat not impossible to achieve.
The product is excellent without an iota of ambiguity. Then why not spend a few hundred crores in building the brand Ssangyong and position it as ‘The Ultimate SUV brand from Korea - Now in India’. In my humble opinion Mahindra should have given more effort, expertise and money in building the brand Ssangyong. The marketing campaign could have had points like 1) The SUV brand from Korea, 2) A good brand ambassador to endorse the brand, 3) The flag bearer of SUVs in Korea has finally come to India. It could have been positioned as the Land Rover of Korea. It just needed a good marketing and brand building team and some money of course. It needs to be built as a premium and aspirational brand. What Lexus is to Toyota or what Audi is to Volkswagen or what Alfa Romeo is to Fiat, Ssanyong could have been same for Mahindra if built as I seen it from my humble vision. Once the brand ‘Ssangyong’ had been established the way I see it from my perspective, I strongly feel the Alturas would have had a much, much better prospect in the market than what it has today.
Alternatively, the brand Mahindra could have also been built to be able to sell a 30 lakh car, but that should have been done before launching the Alturas. The strategy of building the Mahindra brand is another topic of debate which needs another write-up. For now my focus is building the brand Ssangyong and it's positioning.
But it’s very painful as things stand today.
(Disclaimer: I do not mean to disrespect Mahindra. I am a car enthusiast and I feel a lot of pain in the gut when a product worthy of standing ovation doesn’t get its due owing to inappropriate marketing and branding strategy)
Monday, 2 May 2016
Mid size sedan vs mini (monocoque) SUV
I recently bought a Skoda Rapid Diesel only to get a lot of criticism from friends and relatives many arguing in favour of the new fad "the mini SUV. Or wait.... Monocoque mini SUV". The terms monocoque and ladder frame are alien to the 90% of the janta but I will have to include both in this debate.
The conversation which started the debate in my mind....
First sketch of both characters in this conversation.
Character one: Samuel. Owns an Ecosport.
1) Mr. Know it all
2) Has an opinion on anything and everything
3) Gets the best bargains and deals in the whole world (that's his own presumption).
4) His choices are the supreme and everything else is s**t.
There are more points but including all would dilute the point I am trying to make with this piece.
Character 2: Zeeshan. Owns a Rapid Diesel.
1) Car enthusiast. Eats drinks and breathes cars since he can recall his memory.
2) Almost everyone around him consults him atleast once before purchasing any car or bike.
3) Has a fair amount of knowledge about cars and bikes.
The conversation.....
Zee: I bought a Skoda Rapid
Sam: (partly disbelieving and partly smirking) you have already bought?
Zee: Yeah.
Sam: You've already paid the full amount?
Zee: Yeah.
Sam: The car's been delivered? Registered?
Zee: Yeah. (Starting to sense the course of the conversation).
Sam: Are you mad? U made such a big decision and didn't even ask me once
Zee: why? What's wrong?
Sam: Why didn't you go for an SUV when you were paying so much? Look at my Ecosport.
Zee: (Almost Scoffing). (patience loss just started). ( but keeping calm because no use getting into the monocoque - ladder frame debate, leave aside AWD systems, locking differentials, low ratio transfer case and the whole shebang). (took a deep breath and asked). Why ecosport and not rapid?
Sam: Its an SUV man. Do you still need to ask?
Zee: (Still maintaining composure). I wanted a Sedan.
Sam: You've lost it. Who buys Sedan when you can get an SUV for the same price?
Zee: (Exhausted and assertive now) I bought it because I wanted it. The ecosport is such a common sight on the roads. I didn't want to get lost in the sea of ecosports. Plus, apart from a bigger ground clearance and relatively better resale value tell me one thing which your ecosport has and my rapid doesn't?(realized that this was going nowhere and had to end it somehow).
Sam had no answer. He was blank.
End of conversation.
But it did not end for me there. It got me thinking. Deep. To be truthful I had test driven the Ecosport before buying the Rapid. I liked the vehicle per se. The dealership quoted me a price of 10.50 lakhs for the trend plus diesel variant without alloy wheels. 30000 extra for alloys. This was before Ford slashed the prices fearing competition from the Suzuki Brezza. Whereas, a similarly equipped Ambiente variant of the Rapid costed me 10.50 on road WITH ALLOYs, Teflon coating and parking sensors thrown in.
Now I would like to divide attributes which swayed me towards the Rapid under two sub-heads. Viz. The heart and the head.
Things which appealed to the head first.
1. Boot space 460 litres vs Ecosport's 346 litres
2. Better space and seat comfort especially rear.
3. Galvanised body. Laser welded and six years warranty on rusting.
4. 105 bhp, 250 nm of torque vs Ecosport's 100 bhp and 204 nm of torque.
Things which appealed to the heart.
1. Better acceleration.
2. Better handling owing to the lower ground clearance alone. (Not that the ford is a bad handler. Actually a good one in spite of the increase GC.)
3. The fact that Rapid has not flown off the shelf in large numbers gives it a certain amount of exclusivity. Atleast not as common as the sea of ecosports.
Now coming to the commerce aspect of this debate. Ford has to pay an excise duty of 8%. On the other hand Skoda is paying 20% on the Rapid. Technically speaking the ecosport is just a shade under 4000 mm (the Govt. norms don't take the spare wheel into consideration while calculating the vehicle length). But in reality the ford stands at more than 4200 mm with the spare wheels and its cover. Hence the ecosport is at not much of an advantage as far as parking in tight spaces is concerned.
Coming to the last and most important point, the ground clearance. Yes, the ford has an absolute advantage here. 32 mm more than Rapid and its by considerable margin. But the truth is 168 mm is not that bad. Add to that the Rapid's stiff suspension which doesn't sag. I have never scraped it even once till date.
I would take the lower centre of Centre of gravity any day over the increased ground clearance which is totally redundant in a metropolitan city and four lane highways.
Allow me to clarify myself, I have nothing against SUVs. In fact I love them. The attitude. The view over the roof of other cars. I am a proud owner of a Safari Storme.
The thing is I am purist as far as cars are concerned. I like purpose built cars.
If its a hatchback. It has to be low, zippy, should handle like on rails.
If its a sedan. It has to be low. Comfortable seats. Amazing handling. Acceptable ride.
SUV. Whoa. The bare minimum requirements are all wheel drive, locking differentials, low ratio et all. And off course atleast 210 mm of ground clearance.
I hate the pseudo character.
Ironically pseudo is the new mantra to success in the industry today.
Pseudo sub four meter sedans.
Pseudo (monocoque, front wheel drive SUVs).
Where have all the purists gone?
Saturday, 29 August 2015
Good products not well received.
Often the automobile market witnesses some reasonably good to excellent products, but somehow they fail to carve a niche for themselves. Its the same with Indian industry too, which has its own share of complexities. There are various reasons that a good product might prove to be a damp squib for a company. It can be bad marketing, wrong product placement, optimistic pricing or market not mature enough to accept the product owing to the product being ahead of its time. I will hark back to a decade and half, because it was after the turn of the millennium that india started waking up to world class cars. This piece is an ode to those manufacturers of gems and also an insight into why they failed to find their worth.
I will start with a Fiat Gem. How many of us remember the Fiat Palio? The aficionados among us would certainly remember it vividly, but my question is aimed at the average joe. It was the first true hot hatch India saw way back in early 2000s. The 1.6 litre gtx variant was capable of hitting the ton in 11 seconds. Yes, you heard (in this case: read) that right. This feat was unfathomable for its contemporaries then. Even today, 15 years after the legend, barring the Polo GT TSI, none can boast of such a feat. Let alone the contemporaries of the Palio then, Tata Indica, Maruti Zen, Hyundai Santro to name a few. All of them registered sales numbers manifold to what the Palio registered. Ironical to say the least. There was a 1.2 litre variant too for the average joe and mileage seeking one. The palio was not just about straight line performance. It also had the handling to harness all those ponies under the hood. Plus, the build was solid, the interior was quite well made. And did I mention it was droolworthy too. Initially it did quite well for itself, but the party was very shortlived. So what went wrong? Well, Its gas guzzling abilities became a byword. But this was more of a virtual perception and only partly true. The engines were powerful and vehicle was heavier than competition too (therefore bound to be relatively inefficient). But, what not many of us know - the Palio sold in Brazil had smaller wheels. Fiat decided to give bigger wheels for India to increase the ground clearance for India's pothole ridden roads and skyscrapers which we refer to as speedbreakers, but overlooked calibration of the odometer according to the bigger wheels. This led on to the odometer registering less kilometres than what the car actually did. Hence, the perception was heaved down that the car runs less to every litre of gasoline. However, Fiat quietly rectified this faux pas in its next update which was christened Palio NV. Alas, it was too late by then.
To be continued..... More such gems' waiting to find a mention. Hang on.....
Wednesday, 19 August 2015
Compact Sedan.A blot on Indian Automotive Scene.
Well, moving on - Tata became the first 'midwife' and helped in giving birth to the first unwanted child, the Indigo CS. Urgh! And then there was no looking back for more midwives like Maruti(Swift Dzire), Hyundai(Xcent), Mahindra(Verito Vibe), Honda(Amaze) and now Ford is latest one to join the bandwagon with its Figo Aspire and Volkswagen is also in line with its own derivation of the polo in Compact Sedan form. Icing on this not so tasty cake is most of the above feature in the top ten selling cars in our country.
Personally I hate this whole concept of so called CS (read: compact sedan). Seems like an unwanted child of Chidambaram's definition and our fixation with sedans. I am very tempted to use the popular and apt word, b**t**d for this thing, but google and my values stop me from using it in its full glory. The concept of CS is an insult to my senses and my passion for cars. I can imagine this world without underwears but not without cars. But if, CS were the only cars left in this world, I would leave my passion rather than embracing them. Come on guys, if the boot is so important go for the honda jazz, i20, polo etc. They have similar sized boots. What I mean to say is either go for a hatchback or go for a full fledged sedan. Where have all the purists gone? And where is the status in the three box style? How can one buy Dzire or Amaze over a Polo? What about the poor sods who own the Volkswagen scirrocco, Mercedes A class, BMW 1 series, Audi A3 hatchback, Renault Megane etc etc.... The list is long. Guys, go back in time and recall the BMWs, Audis and Benzs of 70s, 80s and 90s, Subaru Impreza, Mitsubishi Lancer. Those were sedans to behold and own to name a few.
Ford is one of my favourite companies in India for their focus on driving pleasure and their fine tuning of the suspension. When I first heard about their aspiration to join the CS bandwagon with the Aspire, I was really crestfallen. But still I was ready to turn a blind eye to the styling and looked forward to the Aspire because it was from Ford. I love the way the Ikon, Fiesta, Figo, New Fiesta handled. Since the Aspire was based on the new Fiesta's platform my expectations had snowballed. But ford messed up the suspension and handling this time. The verve and connected feel of Fords is gone in the Aspire. Thanks to Ford's messing up with the suspension i won't have to own a CS. Ford not a good midwife, eh!