from my point of view, europeans are too oriented to branding image, as car is not only a vehicle to move but something to be "seen with" and a kind of life style also. That means added value, or more margin benefit for the carmaker.
Then, Tata and Mahindra (the later introduced few months ago to Spain) has the handicap of image brand building, where everything must be done yet.
for instance, Tata use well know spanish actors of sitcoms/ tv series who in the adverts speak about the Tata cars (nowadays the Xenon/Telco replacement).
It's all question of time, I suppose. One good example is Dacia (the rumanian branch of Renault) as the started with the Logan in the Indica bottom market price league, and now the try to expand to other segments as the SUV, hatchbacks and so on. |