Tata has added another feather to its already crowded cap! They have unveiled a prototype of a approx. USD 20,000 electric car that can easily carry four passengers. The reason it should make us proud is because it has been fully engineered by Tata Technologies showing their immense capability. The similar electric cars from rivals are much more expensive!

According to the eMo website, the retail price point of USD 20,000 for this Electric Vehicle is without any Federal or State Government incentives!

By building a prototype of eMO, Tata has demonstrated to the world that it is possible to build an electric vehicle with an attractive price. Auto Experts are already skeptical of it and saying that Tata eMO will never become a reality and eMO will “never be made”!

eMo Electric Vehicle was built by Tata Technologies’ Vehicle Programs & Development (VPD) Group (and not Tata Motors), with more than 300 engineers operating from its four automotive engineering centers of excellence worldwide – Pune (India), Detroit, Coventry (UK), and Stuttgart (Germany).

eMo is an amazing feat that has been achieved by the engineers at Tata. In the summer of 2010, in anticipation of launching the Vehicle Programs and Development group, Tata Technologies decided to create a complete vehicle as an internal engineering study. eMo was the result!

Check out the eMO promotional Video

[more pictures & videos]

Tata has been forefront in innovation and Automotive engineering. They have been researching on Air Car. And now, they launched a prototype of a Cheap Electric car in a span of less than 18 months of conception. It’s a feat that has been achieved by very few companies in the world, leave alone India.

What do you think about this new eMO Electric Vehicle?

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Auto Expo 2012, the largest automotive show in India is currently the talk of the town with automobile manufacturers pulling all stops to woo the Indian buyers. From hybrids to supercars and from compact vehicles to SUVs, Auto Expo 2012 has been the mother of all car expos.

Top 10 highlights of Auto Expo 2012:

Maruti Suzuki unveiled its compact SUV XA Alpha

Maruti literally stole the show away at the Auto Expo 2012 with the unveiling of its compact SUV XA Alpha. No concrete details have been provided by Maruti in regards to the car’s launch date or price, but the bold styling has already captured the attention of the media and public alike. The XA Alpha seems to draw a lot of inspiration from Swift’s styling with its jet like canopy and draws the bold look from the oversized wheel arches, block grill and hawk head lights. If priced right, this stunner with its macho styling will definitely ruffle a few feathers in the SUV segment in India.

Tata unveiled the new Tata Safari Storme

Tata, not ignoring the growth in the SUV segment unveiled the new Tata Safari Storme in the India Auto Expo 2012. This old safari has not only got a massive face lift in terms of contemporary dressing and styling, but has also been given the X2 platform used by the new Aria. This will make the Safari Storme much more refined and add to the drivability and dynamics of the car. Other improvements include ABS, dual airbags, new grill, lamps and an overall stylish new exterior.

Tata Pixel

Tata Pixel may be one of the smallest unveils in the Auto Expo 2012 in terms of size, but it made every one stop and stare in awe. A compact car with the dimensions of the Tata Nano, the Pixel will be powered by a 1.2 litre diesel engine with an expected mileage of 29 km/l. The Pixel also has scissor doors on the sides with allow ample space for entry and exit of the 4 comfortably seated passengers in the compact cockpit. Tata also boasts Pixel to be a ‘zero-turn’ drive vehicle, making it the best car to be parked in tight spots and maneuvered easily in massive traffic. Perfect for Indian roads, should we say?

Bajaj RE60 four-wheeler

Bajaj created ripples a day or two before the Auto Expo 2012 was officially launched, by unveiling the RE60. While some call it a compact car, others call it a compact eco friendly vehicle. Features of this compact vehicle include a body that weighs about 400 kg, a 200cc 4 stroke engine with an expected mileage of about 35 km/l, moulded seats, 400 litre boot space. It will also be available with CNG variants.

Amitabh Bachchan unveiled India’s first super car, Avanti

DC Designs has been pioneering car modification in the country since many years but now they’ve taken it to the next level by unveiling India’s first supercar that will cost around Rs. 30 lakh. Pegged to be initially powered by a 2 litre 4 cylinder turbo charged engine from Ford, the Avanti will likely be a sub 7 second 0 to 100 car. Avanti’s engine, transmission and other vital components will be imported however the car’s body, the tubular chassis frame and interiors will be manufactured at DC Design’s plant and facility in Pune.

A supercar for Rs 30 lakh, will the Avanti change the face of Indian motoring as we know it?

Piaggio unveiled the Vespa

No this is not the Vespa we’ll all been riding decades back. Piaggio, the Italian motorcycle manufacturer known for the Aprilla and RSV4, unveiled this premium scooter at the India Auto Expo 2012, pegged to be launched by April 2012. The scooter will be manufactured at Vespa’s newly setup facility in Baramati and the production is estimated to be around 1.5 lakh units annually.

Vespa is an iconic brand worldwide and Piaggio aims to continue tapping this by launching the Vespa club which will be exclusive for Vespa owners and enthusiasts.

Renault launches Pulse in India

Renault forayed into the compact car and ‘ass segment’ of the automobile industry in India by unveiling its own compact car, Pulse. The compact premium hatchback RxZ version sports a 1.5 litre diesel engine with a claimed ARAI mileage of 23.08 km/l and has features like dual airbags, engine start/stop button, automatic front outside rear view mirrors and 15 inch alloy wheels in the top model.

Backed by Renault’s Complete Car Package which gives customers a worry free 2+2 years and 80,000km warranty, roadside assist and navigation services, Renault will definitely raise the bar in this segment.

Ducati unveils and bring the Monster to India

The Ducati Monster is a popular model and an icon worldwide that Ducati has brought to India with an estimated price tag of Rs 6.99 lakh. The eagerly awaited Monster which was unveiled at the Auto Expo 2012 sports a characteristic macho and aggressive styling of a naked bike and is definitely attention grabber from the word go. It has been an extremely successful model for Ducati in the worldwide markets and the industry gurus will be watching its reception in India like hawks.

Chevrolet unveils Sail hatchback

Hatchback seems to be the next big thing in the small car and the mid-sized car segment as Chevrolet unveiled the Sail hatchback which is considered to be the successor of the Aveo U-VA. It will have both petrol and diesel variants with 1.2 litre petrol engine and a 1.3 litre multijet diesel engine respectively, both manufactured locally in GM’s facility near Pune. The styling of Sail resemble Chevrolet’s trademark looks with a large front grill, side swept headlights and a sporty rear.

From a price and market segment perspective, it will be one level above the popular Chevrolet Beat and will compete with the likes of Swift, Polo and Figo.

Renault unveils the Duster

Launched alongside the Pulse, the Duster is Renault’s take on a luxury SUV which is not a sub 4 metre vehicle but still is more compact than the other larger than life SUVs in the market. Reported to be powered by a 1.6 litre petrol engine and a 1.5 litre turbocharged diesel engine, guesstimates say that it is likely to be priced between 7 to 9 lakhs. The styling is trendy and contemporary, and the car is likely to hit Indian roads by the last quarter of 2012.

There were number of other announcements as well as vehicle launches, but according to us, above given were some of the important announcements made during India Auto Expo 2012

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I recently went through the experience of researching for new car and I thought I should share it with our readers so that they can benefit from it as well!

Choosing a brand new car without proper planning could place you in a fix – as this is a decision with which you’ve to stick for at least next 4-6 years. It starts with determining your income profile, price affordability, features of a car, negotiation with the car dealer and payment mode options.

Do you actually need a car?

First and foremost, ask yourself whether you need a car? This question will get you a reply in terms of your income profile and affordability range to buy a new car. Evaluate whether your traveling needs can be fulfilled by use of public transport accessible in your locality.

Also, evaluate whether you need a car for daily travel or only for weekend leisure trip purposes. If you need your car for daily travel, you might just want to opt for a car with higher fuel economy and different fuel options such as diesel or CNG, rather than expensive petrol.

Lastly, if you’re convinced that you are buying a new car, it is implied that your income profile is equal to or higher than the mid-income range – and that, you wish to ride to your destination in the comforts of a private car over readily available public transportation.

Evaluate the Car needs

Now that you’re sure to go for a new car, evaluate which type of vehicle you would like to buy – a compact car, a sedan or a SUV? Your income profile and affordability aspects will again come into play over here, along with your preference and liking for a particular class of four-wheeler.

Remember, giving your preference a priority over the affordability would be like stretching your legs beyond the length of the coverlet. For example, you walk into a Hyundai showroom with intent to buy a Santro car; but get carried away by the looks & features of i20 model; you straightaway get overboard by 2-3 lakhs over your budget range.

Choose a Car & its Features

Now that you’ve evaluated your car need, step forward to choose a new car from various models available with different car-makers, fit within your price range.

Take, for instance, your target price range for a new car is Rs. 4 lakhs. First, evaluate which automakers manufacture cars in the range of Rs. 3.50 lakhs to Rs. 4.50 lakhs. Make a list of such four-wheeler vehicles, screen them according to your needs & preferences and compare the short-list based on feature and value proposition offered by each of them.

For example, cars that cost around Rs. 4 lakhs are Hyundai’s Santro and i10, Maruti’s Alto K10, Zen Estilo & Wagon R and Chevrolet’s Spark amongst others. Engines of all these cars range between 1000cc to 1100cc.

On further evaluation, you realize that Alto K10, which costs around Rs. 3.40 lakhs, is a low structured car in terms of height. If you’ve elders in your house with knee problems, you might want to go for a higher seat arrangement vehicle.

Among higher seat arrangement vehicles, Hyundai’s Santro Xing would cost you around Rs.3.70 lakhs, whereas i10 would cost in Rs.4.10 lakh range from the South Korean company.

While Maruti’s Wagon R would ask you for nothing less than Rs. 4.50 lakh, Zen Estilo can be bought at around Rs. 3.90 lakhs. Most of these on-road Mumbai prices are arrived at by clubbing various discount schemes; along with comfort features such as air-conditioning, power steering and front-door power windows.

Thus, now you’ve various choices to make your decision as to which type of car suits the most, based on your income, affordability and the value that each car provides suited to your lifestyle. If your budget is Rs.2 lakhs only, than Tata’s Nano is the only available option for you at this juncture, in India.

Wait for the Discount Melas

Never forget to ask for discounts and bonuses while buying a new car. Most car-makers offer special discounts and loyalty and exchange bonuses to the prospective customer, on purchase of a new car. Often, such rebates sum up to Rs. 25-40 thousand of savings.

For instance, most car dealers in India try to woo customers by offering special festival (Diwali) discounts to match consumer aspirations. Moreover, year-end discounts are also lined up by auto dealers during December to clear-up their old inventories. Infact, December is sometimes the best month to buy as people want engine manufacturing date of new year (for resale purposes). During these times, heavy discounts are offered by dealers & car manufacturers.

If such festive occasions are stacked up in near-term horizon, it makes sense to wait for another couple of months to avail of such clearance sales. While some companies offer free insurance along with the new car, others might be offering extended period warranties on a new car. You just need to ask for these freebies!

Payment Mode options

Payment mode is the most important decision you’ve to take with regard to your car, from the financial standpoint. Buying cars on loans is the latest trend in the market. But, remember, where money is involved, trend is not what you should be following, but your financial well-being that ought to dictate your decision making process.

If you have idle reserves in your savings bank account, there is no better mode of payment than cash payment. Loans, or even short tenure subsidized loans, are always going to be extra burden on your principle amount.

In case, you still have to take loan, ensure that you accept the best offer from the financial institution that charges lower interest rate and least pre-payment penalty.

So, are you ready for your long drive?

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The cars launched in 2011 were a mix of hatchbacks, new variants of older popular models and SUVs. Catching up with India’s increasing demand of fuel efficient cars, automobile companies have been busy notching up their launches of 2011 with high performing car models. Let’s look at the top car launches in India in 2011, in no particular order.

Honda Brio

After being showcased at the Delhi Auto Expo and the Bangkok Auto Show, the Honda Brio was launched in India in September 2011. The car has a 1.2 litre engine and will be sold in 4 variants between Rs 3.95 lakh and Rs 5.1 lakh. The newly launched Brio aims to compete with India’s popular small cars like Chevy Beat, Hyundai i10 and Maruti’s WagonR.

  Toyota Etios Liva 

Ready to take on Maruti Suzuki’s Swift and Hyundai’s i10, the Liva from Toyota has a 1200 cc petrol engine and is all set to compete in India’s small car segment. Launched in June 2011, this car is priced in the range of Rs.3.99 lakh to Rs. 5.99 lakh. The Liva is the hatchback version of the Etios sedan which was launched in December 2010.

May 2011 saw the launch of the French premium sedan Renault Fluence which is priced between Rs 12.99 lakh and Rs 14.40 lakh and comes in both petrol (2 variants) and diesel versions (5 variants). In 2010, Renault sold 1.30 lakh units of this car across the globe and hopes to see the same success on Indian roads.

 Mahindra & Mahindra SUV XUV 500

In September 2011, M & M launched its sports utility vehicle that ranges from Rs 10.80 lakh to Rs. 12.80 lakh, depending on the variant you choose. After the success of Bolero in 1999 and Scorpio in 2001, Mahindra has yet again launched a monster in the lesser dominated Indian SUV segment in both 4×2 and 4×4 variants. This SUV will be launched internationally and had already conformed to Europe crash regulations.

 Renault Koleos

After the launch of the Fluence in May 2011, Renault launched the 4×4 drive Koleos in September 2011. The Koleos has a 6-speed manual gearbox, a 2.0 litre diesel engine and is priced at Rs 22.99 lakh. Launched in India after China, Renault is going to follow up this SUV with another SUV called the Duster in 2012 in India.

 Tata Venture

Tata kicked off new car launches in India with the Tata Venture in January 2011. The USP of this car is that it is developed on the lines and features of a hatchback but has the space and the utility of a sports vehicle. Designed to look like a mini van, the car was launched in Rajasthan and will be available in 5, 7 and 8 seater options. You can pick the Venture in 5 colours in the range of Rs 4.05 lakh and Rs 5.07 lakh.

  Nissan Sunny Diesel

Following up the launch of Nissan Sunny Petrol in September 2010, Nissan came out with the diesel variant of the same in December 2011. Priced between Rs.7.98 lakh and Rs.8.78 lakh, the mid-sized sedan is expected to give a mileage of 21.64 km per litre. After Chevrolet Beat’s launch of its diesel variant in 2011, Nissan Sunny’s diesel version is only going to satiate the rising demand of fuel efficient cars in India.

  Skoda Yeti 4×2

After the launch of the Skoda Yeti in the 4X4 version in 2010, Skoda launched the Yeti in the 4X2 version in November 2011. The 4×2 comes with Hill Hold Control, a price drop to Rs 13.20 lakh, 2 trim levels (Yeti Active and Ambition) and a 5 speed manual gearbox amongst other features.

Hyundai Eon

Going face to face with Maruti Suzuki’s Alto, Hyundai has launched its Eon, a small car which is priced at just Rs 2.7 lakh. This is Hyundai’s first car that has been developed completely from scratch for the Indian small car market and it aims to sell more than 1.5 lakh units in the first year – a loftier goal than Alto’s performance in its first year.  

Volkswagen Jetta

August 2011 saw the launch of a luxury sedan priced at a cool Rs. 14.12 lakh. Apart from luxurious leather upholstery that almost all luxury sedans have these days, some of the features of the Jetta include 2.0 litre – 4 cylinder CR TDI engine, 6 speed DSG gearbox and 8 Airbags to minimize injury in the event of an accident or collision. This launch marks the 6th generation of the Jetta.

And, lastly, there was one Audi A6 launch as well to enthuse up-market car enthusiasts.

[Image Source]

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The Indian Auto story is like a Bollywood movie, full of twists, turns, item numbers and emotions.

It is also very overrated!

In 2008, the auto industry in India was the center of attention of the entire world. In that year Tata motors had announced the launch of the $2000 or the 1 lakh car called the ‘Nano’. India began to be touted as the land of the frugal auto engineering. But since then the drive has skidded many times.

The challenges are many fold but the bottom line is that India has failed to live up to its potential as the auto hub of the world. It today caters mostly to domestic demand. Hyundai that had set up its plant in Chennai to cater to global demand is shifting part of its i20 production line to Turkey. Even domestic manufacturers like Bajaj and TVS are shifting manufacturing to China.

Why is this happening?

If you look at the reasons why India was chosen it was mainly for its cheaper labor. But now the strikes at the Maruti-Suzuki plant which were preceded by similar militant trade unionism at Honda have proven that not only is the labor unskilled, it is also unreliable.

Secondly, infrastructure problems in India continue to dog the manufacturers. Power shortages continue as India faces a huge power deficit and challenges with the coal supply chain. Also roads and ports continue to be under developed which have hampered exports.

Thirdly, many auto auxiliary companies continue to struggle with production schedules and face a huge challenge in supplying the right parts to these auto companies.

So overall India currently is not looking like an attractive destination for auto manufacturing for global export.

Domestic Challenges

The domestic market has its own challenges. In many ways the government policies have not helped either, with increasing petrol prices while continuing the subsidy on Diesel. This has led to a steep demand in Diesel vehicles catching many manufacturers like Honda on the wrong foot. Also as manufacturers try to turn to Diesel there is talk of increasing the excise duty on Diesel vehicles. Bottom line is that everyone is confused and manufacturers have decided to apply a wait and watch policy.

Also politics led to the late launch of the Tata Nano in India and I think the care has never recovered from it. Tata’s had to leave Bengal and move to Gujarat which led to delays and inflation led to changes in the pricing which have resulted in losses for Tata Motors.

Secondly, the increase is interest rates have brought the production to a halt. And thirdly, the city infrastructure in India is so poor that one can hardly call driving a pleasure, hence most auto manufacturers continue to look to India as base for smaller cars. A good example is the Nissan Micra.

In conclusion, through many promises were made the sad fact is that the Indian Auto story has been overrated for a while and is starting to go sour.

In such a scenario, I am not sure how management leaders can help to turn this scenario around. There has to be a effort at various levels but are we willing to take a long term view of this Industry?

What can be done to salvage it? Who all should be involved? What are the critical issues that need to be resolved? These can be some of the questions.

If you have any answers I am listening, please do let me know. Till then enjoy the movie….

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Delhi recently hosted the first international formula 1 championships in India. In the middle of the hype and excitement, I was wondering if there was any benefit to the Industry and society from such an expensive sport.

It’s not cheap to be in formula One Race. A good example is that the ‘Budh’ International circuit built in greater Noida cost roughly $450 Million. That is almost the yearly revenue of a mid-sized IT firm. Also not to forget the hospitals and schools that can be built with that money. So why does the Auto Industry participate in such an expensive sport?

I have realized that there are three important reasons why auto industry is involved in formula One.

Auto Engineering

Auto Engineering is most important factor. Many brands invest in formula one to come up with innovative advances in auto engineering that can be one day put into commercial production.

British, German, American and Japanese auto companies themselves all invest heavily in racing of all kinds for both technology and marketing reasons according to Martin Thomas a partner in an advisory firm.

Branding

Branding is perhaps the second important factor. A few notable examples are Toyota, Honda and PETRONAS that have got into the sport to improve their brand Perception. Recently Toyota and Honda have pulled out but I believe they have achieved their branding objective.

Martin Thomas recalls how Volvo used Touring Car Racing in UK and Germany as a major tool in changing perceptions of the brand from staid, family oriented safety obsessed to a more dynamic perception for. Also Skoda used racing to move into the premium segment. In formula 1 Ferrari has been positioning itself as a race leader in order to keep their aura of a premium sports brand intact.

Technology & Product Development

Finally new technology and product development is the third factor. Shell for example has been associated with the Ferrari team for a long time and uses its experience from the tracks to engineer better grades of automotive fuels. Similarly a Carbon fiber was first introduced in the race tracks as a light flexible material which is now.

According to Professor Ted Leithart, Formula 1 and aerospace are two fields where new technologies are tested. For example, Hercules he says in the late 1970s introduced a new material called carbon fiber? In his first job after graduating in Mechanical Engineering carbon molds were used in manufacturing ceramics and later used in house applications. In the late 80’s when Prof Leithart was with GE aircraft engines, Carbon fiber engine air intakes and fan blades were used. Now we have Ferraris and other road cars using carbon fiber as the basis of their frame he concludes.

Though it is an expensive sport, there is a lot of advantages in engaging in it. Whether India already dealing with many social and health issues needs to spend that kind of money on formula 1 is a debate which can have many conclusions. I would leave that question for the readers – Let us know what you think!

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We all know that Detroit has been an automobile hub because it is home to GM, Ford and Chrysler. Gujarat, too, the way it is attracting Automobile giants,  is poised to be the next big automobile hub, not only for India even internationally.

Fewer bureaucratic issues, transparency and no apparent labour problems are driving one automobile giant after another to enter Gujarat for production.

Let’s take a look at how it all started and how Gujarat is poised to be the star of the 7^th largest vehicle manufacturing country in the world.

2009: Tata Nano

Originally meant to be set up in West Bengal, the Tata Nano plant came up in Sanand after a long delay and a monetary loss caused by political hurdles in West Bengal. A large part of this switch was attributable to the strong leadership of Narendra Modi who was elemental in convincing Mr. Ratan Tata to bring the Nano plant to Gujarat.

The new Tata Nano plant is located in Sanand, a small city which is about a 30 minute drive from Ahmedabad, Gujarat. For those of you who are interested in numbers, the Tata Nano plant is located on a massive 1,100 acre space and after an on-going investment of more than Rs. 2,000 crore.

2011: Ford

Taking advantage of streamlined and transparent dealing with the Gujarat Government authorities, in July 2011, Ford officially announced that it would be setting up a plant in Gujarat. The facility will be located in Sanand, in the same region as the plant for Tata Nano.

It was announced that the Ford Plant in Gujarat would commence production from 2014 and will have an annual initial capacity of 240,000 vehicles. This facility is also expected to generate about 5000 jobs and total investment is pegged at whooping USD 1 Billion. Again, stunning numbers and a stellar deal for Gujarat to secure the investment of one of the world’s largest automobile giant.

2011: Peugeot Citroen

Not wanting to be left alone, Peugeot and the officials of the Gujarat government signed an agreement in late August 2011 to set up a plant, again in Sanand. Much similar to Ford, Peugeot expects to commence production in the Sanand plant by about 2014.

Peugeot’s facility is set to come up on a 600 acre site with investment pegged at Rs. 4,000 crore. Similar to Tata and Ford, Narendra Modi’s government was instrumental in bringing Peugeot to Gujarat, making Sanand officially an automotive hub.

2011: Maruti Suzuki

Maruti Suzuki had been desperately trying to ward off labour problems and political unrest in its Gurgaon and Manesar plants. After suffering massive financial losses, Maruti Suzuki decided to set up a manufacturing facility in Gujarat. Maruti Suzuki’s facility is planned on a massive 1,400 acre spread and production is expected to commence by 2015.

Existing Automobile players

Before the influx of these automobile giants in Gujarat, there were other companies already flourishing in the state. The likes of General Motors in Halol, Apollo Tyres in Limda, Asia Motor Works in Bhuj and CEAT have already set up base in Gujarat.

What makes Gujarat tick?

Apart from the very obvious efforts put in by the Gujarat Government under the capable hands of Narenda Modi, Gujarat also seems to offer other advantages to car manufacturers. Here are a few highlights.

• Ports of Gujarat (Mundra, Kandla and Pipavav) offer manufacturers a cheaper option to export vehicles to Western countries
• Good connectivity in terms of roads and other utilities like electricity and water
• Easy connectivity by road to various hubs in the country – Gujarat has about 35% of the proposed Delhi Mumbai Industrial Corridor (DMIC).
• Various Special Investment Regions and Special Economic Zones that allow businesses and companies to avail tax benefits and a host of other state concessions including a fast track approval

Here is what Mr. Narendra Modi had to say while Peugeot was signing the paperwork for its plant in Gujarat.

"We wanted to encourage our engineering sector as a result of which a lot of automotive companies have come to the state. Gujarat is moving towards becoming a global automotive manufacturing hub and shall become backbone of Indian automotive sector"

Looking at these developments, one can definitely say that Gujarat is fast becoming the Detroit of not only India but probably the Detroit of the East!

What’s your take?

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The much awaited Nissan Sunny has been launched in India, and with its sub Rs. 6 lakh price tag, the Nissan Sunny does manage to ruffle a few feathers. Mind you, even with a very competitive price tag – Nissan Sunny does a bring lot to the table making it hard to resist for the budget conscious car buyer in India.

From the reviews I have read – Nissan Sunny can be termed close to a perfect car, especially with a Rs. 5.78 Lakh (Base Model) price tag.

Let’s take a look at the Top 5 great features of Nissan Sunny in India.

Best in class cabin space

Nissan claims that the Sunny has got the best in class cabin space. We bet that’s going to be a deciding factor for a budget conscious buyer in India wanting to buy a sedan with ample leg room and cabin space without spending a bomb. The space inside the Nissan Sunny is well sculpted and offers comfortable seating for the passengers at the rear even with the front seats fully pushed back.

Steering Tilt Adjustment is standard

The Nissan Sunny in India has three models, XE, XL and XV. For car buyers it is time to rejoice because Nissan offers power steering and electronic steering tilt adjustment as a standard feature in the Nissan Sunny XE model.

ABS, EBD and BA

Nissan Sunny in India offers safety braking features that promise to woo all safety conscious buyers. We all know what ABS stands for but the Nissan Sunny also has EBD (Electronic Brake Force Distribution) and a BA (Brake Assist) system. Although we are not going to get into the technical details, for the lay person, EBD means a much better breaking performance. The Brake Assist system, if activated, engages the ABS or EBD which will basically allow you to pump up the stopping power of your car in times of panic braking.

Sleek and sporty styling

Unlike the bold, aggressive and macho styling of Chevy or certain variants of Honda sedans, the styling of the Nissan Sunny in India is sleek and sporty. The front headlights of the Nissan Sunny have a unique large tear drop shape and seem to be on the side corners, rather than the actual front of the car. Regardless of where they’re placed, they compliment the sleek and sporty look of the Nissan Sunny. The visual appeal of the Sunny is larger than what you’d expect from a mid-sized sedan. The body coloured bumpers are also standard with the base model, the Nissan Sunny XE. Definitely top marks here.

Great price tag and no waiting period

As we’ve mentioned earlier, the Nissan Sunny price has been pegged at Rs. 5.78 lakh. With the features that the car packs, this price tag is great for mid-sized sedan buyers wanting to go a notch higher than a small car or a small hatchback. Another great feature of the Nissan Sunny is the company’s promise of no waiting period for the delivery of the car. While that is impressive, what is more interesting is that Nissan has achieved a localization of more than 85 percent for the Nissan Sunny in India.

Nissan Sunny Specs

Price Range (in lakh)

• Ex-showroom Price – 5.78 – 7.78

ENGINE

• Fuel – Petrol
• Installation – Front, transverse
• Power – 107.5bhp@6000rpm*
• Torque – 15kgm at 4400rpm*

Transmission

• Gearbox – 5-speed manual

Chassis & Body

• Length – 4455mm
• Width – 1694mm
• Height – 1513mm
• Wheel Base – 2601mm
• Weight – 1066kg

Suspension

• Front – independent struts
• Rear – torsion beam

Brakes

• Front – Ventilated discs
• Rear – drums
• Fuel Tank size – 41 litres

So, what do you think of this new Sedan by Nissan?

[Image Source - BS Motoring]

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In the early 1980’s there were two automobile giants in talks with the Indian government, to launch a small car in India. One of them was Suzuki that went on to create history with the launch of the Maruti 800. The auto giant that didn’t make it is taking no such chances the second time around and has entered India with a bang.

The Volkswagen has arrived in India!

Let us look at the kind of promotion used by Volkswagen in India and how it can be used by other marketers. The three channels that stand out from the campaign are the use of Direct Marketing, Social Media Marketing and Traditional Media Marketing.

Direct Marketing has mostly been used as channel by the FMCG and CPG Industries. But Volkswagen created history by attaching the contraption to all Times of India and The Hindu in September last year.

I think it was the first time in India that a technical product manufacturer used the direct marketing channel. There was been small local attempts by other auto makers but the mass market direct marketing was attempted for the first time in India.

The advertisement was by means of a small device which had a recorded message on the Volkswagen next to a print advertisement. Some people got scared, others were amused but the most important point was that marketers from Volkswagen had the nation’s attention.

To view the direct marketing on the newspaper you can refer this You Tube Video below.

Social Media Marketing has been another channel that Volkswagen has used very effectively. Currently they are running a contest on Twitter called ‘anything4jetta’ with winners winning T shirts and other goodies. The grand prize is you guessed it a brand new Jetta.

Currently the Volkswagen India Twitter account has about 5,000 followers. While they follow only 170, so there is a genuine interest created by the social media marketers by Volkswagen.

If you compare this to the Maruti SX4 Twitter account they have about 300 odd followers. The Facebook page for Volkswagen India has about 30,000 Likes. ‘anything4jetta’ contest runs on the Facebook page as well. This is another good practice of synchronizing the campaign.

Finally to the TV commercial that Volkswagen is running these days and to be honest, it is a letdown. I was excited about this commercial as this was shot in my apartment block in Bangalore. But the Ad at a concept level fails to communicate anything substantial.

It shows a man with wings and how he changes from a gawky teenager to becoming a hero. But it is Volkswagen that gives him the satisfaction not becoming a hero. So after two successful examples of good marketing campaigns the Volkswagen marketers deliver a lemon.

But the international TV commercial for the 2012 Passat is really cool, please see the video below. The ad was a spoof on the Star Wars Movies and am sure will win a few awards.

So in Conclusion, Volkswagen India has got some of the things right, especially on the Direct Marketing and Social Marketing. They came in with a good TV commercial on the Polo but have faltered since then. There is a lot that other marketers can learn from their campaigns.

Your comments are welcome!

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