A new Step taken by TATA

The new Tata Aria is a crossover between an MUV and SUV. It was earlier exposed at this year’s Auto Expo in Delhi. Tata Motors prefers calling the Aria ‘a four-wheeler built for Indians by Indian engineers’. Tata Motors is loading the new car with plenty of features so that it can easily take on utility vehicles like the Innova from Toyota, and the Scorpio, Bolero and Xylo from Mahindra. The new car will thus successfully deliver the performance and comfort of a mid-range multi-purpose vehicle with the all-terrain promise and premiumness of a sports utility vehicle.

The Aria flaunts some of the best safety features such as 6 airbags and ESP; features that are offered by an Indian OEM for the first time. The chassis frame has been built with advanced hydro-formed members. There can be hardly any other as safe as the Aria in an emergency because the car has been fitted with a stiffened body cage, dual-zone collapsible steering and airbags. The Tata Aria meets EEC safety regulations, which includes full frontal crash, offset crash and the side pole tests.

To promote the car, Tata Motors has even launched a new web site, buildadreamcar.com. If you are an ardent Tata fan, you could just register yourself on the web site and join the fun ride which could build you a fortune if you’re lucky enough. You would have to build or design your own dream car on the web site using tools that the web site itself offers.

Next submit your entry. 3 winning designers from the three categories – popular, fastest and creative get a chance to go on an all-expense paid 10-day trip across India in the new Tata Aria. This contest could benefit Tata Motors; ‘promotion’ will be the immediate answer. The car maker believes that this new marketing strategy could help customers understand the Tata Aria in a better manner. Tata Motors’ current line up of SUVs and MUVs include Safari and Sumo Grande.

Tata Motors has a major task at hand—to distance itself from the tag of being the brand preferred by the cab industry. Though it might be financially quite plum for the company, after a stage one runs after brand image and value. And with Aria, its latest crossover, it’s the brand value and positioning which the company intends to change. From being the taxi driver’s first choice it wishes to become the rich man’s ride. And also they have Toyota Fortuner and Ford Endeavour to tackle competition from, already these SUV's are doing very well in India. 

Volkswagen - Fox : Inside-Out Campaign

This is so cool Brazilian ad campaign for the Volkswagen Fox, a city car produced by VW Brazil which is sold in South America and parts of Europe shows the Fox being turned inside out. This is something we would do to your shirt that was turned inside out during a wash. Somehow taking that concept and making car do the same. 

The latest campaign for the Volkswagen Fox has taken car marketing where no other company has gone before. They’ve turned their latest Volkswagen car campaign inside out—literally.  It's an interesting way of conveying the new interior details of VW's Fox model, not usually a focus for a car ad, while alluding to the bigger-than-you-think reactions that they hope consumers will have when they take a peek inside.  Not only can we see the shape and curves of the vehicle’s exterior, but also we able to see the entire interior.  The ad’s tagline, “An all-new interior. The Fox,” says it all which adds meaning for this campaign.  An automobile's interior is just as important as its exterior when the time comes to close the sale. Somehow this campaign is much better than watching BMW go against Audi in those advertisements that try one-upping the other or watch Nissan try start one against Porsche. Masterful advertising instantly grabs the attention of consumers that will have a huge impact on the Affect and Cognition of consumers. 

Volkswagen - Vento Ad

Hope you must all have seen the new VW Vento’s advertisement, which was released recently. This advertisement has touched the minds of Indian customers very well. The advertisement clearly depicts that for the engineers in VW plant Vento is not just a machine or a car, for them each and every Vento is just like their own new born babies. In each and every stage of development of the Vento they have taken so much of pain and engineers are so much attached that they find it very difficult to leave the car to the customer.

The employees of Volkswagen right from engine section to body shop to TCF to testing cries when Vento leaves them. In fact, one employee runs behind the Vento which was driven out and shouts “Please Take Care”. The Vento advertisement ends with “Crafted with so much passion. It’s hard to let it go”.

This advertisement gives a feeling for its viewers that they can rely on VW’s engineers. This advertisement has been successful in creating a positive emotion in the mind of customers, arising an interest and joy for the product. Without doubt one can say that Das Auto has been successful in reducing perceived risk felt by customers about Vento.