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|13th October 2013, 00:53||#31|
Join Date: May 2013
Location: Pink City
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The OLD New Car - Badge Engineering
We have been looking at a lot of new cars which actually do not look new. This is because of badge engineering by different companies. This is being done to increase market presence and to save by not investing in developing a whole new product, thereby saving input costs and time.
As per wikipedia -
There's another way, in which the different companies buy similar designs from a car designer and do subtle changes as per their own design languages and bring the product. In this category they actually spend on the mechanicals and making the cars look different but save on the costs of designs probably.
Now I shall start the list with the pictures and let them do the talking -
News is ripe that Renault is also considering to rebadge it as Lodgy!
Mod Note: Please merge the thread if a thread already exists, couldn't find one. Thanks
Image Copyrights - respective owners.
Last edited by stormerider : 22nd October 2013 at 13:57.
|13th October 2013, 02:22||#32|
Join Date: May 2013
Location: Pink City
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Re: The OLD New Car - Badge Engineering
These were the obvious ones, now lets look at the not-so-obvious ones. These are difficult to identify as only the profiles reveal the truth and rest almost everything is changed. These have similar designs, profiles but are different.
I may have missed a few and my friends are welcome to add them to this thread. Some of them I will mention which I have not included as their counterparts are not available in India like Rexton is an old generation Mercedes, so is the Force One. Premier rio, sail, and enjoy are all Chinese cars sold under different names.
Rebadging is definitely here to stay as most car manufacturers are concerned about profits and there own margins rather than giving original products. But how is it affecting us? is it beneficial for us? is it like cheating us? or is it giving us competitive price for the same product? I invite my fellows to pour in there thoughts on this trend!
Last edited by stormerider : 22nd October 2013 at 14:16.
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|26th May 2018, 19:52||#33|
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Re: Rebranding/ Badge Engineering
Badge Engineering and Platform Sharing, an gimmick in the past with little or moderate success will be now the most watched topic in the auto industry concerning India.
Yes- When India's Auto Leader Maruti Suzuki and the Global giant Toyota decides to collaborate touching badge engineering / Platform sharing and more.
Here is a re-cap of these concepts as seen in India till date:
Volkswagen - Skoda
The VAG group did in in 2011 by giving us the VW -Vento and Skoda - Rapid. Later copied by Renault- Nissan with its SUV- Duster and Terrano, Sedans -Sunny and Scala, etc.
Cars were identical except for the front facial which usually remains in line with the family looks of the respective brand. Incidentally both were late to Indian car market. But they were differentiated in offerings, variants and pricing.
- Limited success initially but cannot be sustained if differentiation is pricing with respect to pricing and updates need to be frequent.
- In this case now Skoda Rapid cannibalizes VW Vento
-In case of Scala- Sunny, Nissan's market share halved when Scala was launched and finally customers rejected Scala due to its pricing.
SUV - Renault Duster and Nissan Terrano
- Looks played a role and the premium demanded by Nissan saw Tearrano playing second fiddle to Renault.
-First mover advantage faded quickly with the arrival of formidable competition.
-Duster is still able to hold but Terrano is almost on verge of discontinuation.
Nissan Micra + Renault Pulse
-Was a disaster from day one. Pricing was a non-starter and ultimately even Micra sales dropped for multiple reasons ( competition+ dealer + updates)
PLATFORM SHARING :
Except for external design, logo and sales channel, products have had very little differentiation.
Eventually cheaper one did better or as in some cases, rather the one which actually survived.
Toyota-Maruti case becomes more interesting because both are deeply entrenched brand in their own right and product intended to be shared across the brands are best seller in their respective category.
Both have their own share of customers and are known for their own strengths be in Quality , reliability or after service concerns.
Toyota badge will automatically command a price premium so will they be able to sell already successful product at much higher price with mere cosmetic changes.
Maruti Suzuki's Concept: A concept loosely based on Steve Jobs (former Apple CEO) famous saying – “If you don’t cannibalize yourself, someone else will”.
Wagon R – Zen Estilo
Ritz was launched in the year 2009 and the approach was extension of Zen Estilo-Wagon R experiment and meant more.
But Renault tried to replicate the Maruti Suzuki concept with the Captur, which shares the Duster platform. But out rightly rejected bu customers with overpricing and grown up hatchback styling.
In Captur's case styling is a major deterrent in its success. Maruti Suzuki did a correction in pricing and looks to S Cross which did prove to be positive when seeing the sales figures after the face-lift.
Honda;s latest Success:
Different from other pseudo crosses (Hyundai Active+ Etios Cross+Polo Cross) Honda put more effort while developing the cross-version of the hatchback.
Honda went all out in styling it to the latest trend - SUV like,
Now all eyes glued to Suzuki - Toyota alliance as both concepts and more are being experimented and how it will create a buzz in the Indian/ Global markets.
Source:based on Auto Punditz report
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