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Old 13th October 2013, 00:53   #31
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Default 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 -
"Badge engineering or rebadging is the application of a different brand or trademark to an existing product (e.g., an automobile) and subsequently marketing the variant as a distinct product. Due to the high cost of designing and engineering a new model or establishing a brand (which may take many years to gain acceptance), it is less expensive to rebadge a product once or multiple times than to create different models. The term is an oxymoron in that little actual engineering takes place.
The term originated with the practice of replacing an automobile's emblems to create an ostensibly new model. Differences may be confined to simply badges and emblems, or may encompass minor styling differences, as with cosmetic differences to headlights, tail lights, and front and rear fascias. More extreme examples involve differing engines and drivetrains.
Now common, Badge engineering is distinct from platform sharing as an automobile platform may be used with many different applications via actual engineering: such as using a single platform as the basis for sedan and sport utility vehicle model variations."
Our market is seeing a lot of obvious and some not-so-obvious cars in this category as some of their kins are not available in our market. The best way to identify these is the side profile as they hardly bring any changes to these, the profile of the car remains more or less the same, the major styling changes are done to the front, back, lights and of course the badge!

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 -
  • Dacia/Renault Logan rebadged as Mahindra Verito
This is the most obvious one as Mahindra and Renault parted ways, the Logan stayed and became the Verito. Few refreshes done by Mahindra on the external front but more or less the same car.
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  • Dacia/Renault Duster rebadged as Nissan Terrano
Terrano is the latest badge engineered product and is completely a Dacia/Renault Duster underneath. The differences are majorly on front, rear and lights.
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  • Nissan Micra rebadged as Renault Pulse
Nissan and Renault have badge engineered almost all products now and have almost similar lineup.
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  • Nissan Sunny rebadged as Renault Scala
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  • Nissan Evalia rebadged as Ashok Leyland Stile
Evalia proved to be a market dud, and now Nissan decided to kill the
News is ripe that Renault is also considering to rebadge it as Lodgy!
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  • VW Vento rebadged as Skoda Rapid
VW as parent company generally shares platforms with skoda and audi. But this time they decided to share the complete product with skoda to fill the gap in there line-up.
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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.
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Old 13th October 2013, 02:22   #32
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Default 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.
  • Toyota Qualis & ICML Rhino
Toyota Qualis was a great success in our market with individuals and taxis. ICML sonalika brought back the quails as Rhino in our market eyeing all that.
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  • Hyundai Tucson & Renault Duster
    As many of us would remember, Hyundai Tucson sold in India is very much similar to the Renault Duster in terms of profile.
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  • Ford Fiesta Classic & VW vento
    Have a look at the profile and rear 3 quarter. Both companies designed the fronts and rears differently, but what is evident is the profile, the crease which runs at the bottom end encasing the wheel arches and lower end of doors.
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  • Ford Fiesta & Hyundai Verna
    This one came to my mind when I first saw them parked outside my office right next to each other, which is there usual place now as they belong to my partners. the profile, crease lines and stance are almost identical, even to the boot integrated spoiler. the difference in design is through the design language of front and rear bumpers, where in Hyundai does the hexagonal grille, ford uses its inverted V grille.
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  • Renault Logan & Toyota Etios
    I have to agree, this one was tricky as the design of etios totally hides the boxy image of Logan. This is a watered down design literally, by pouring water, the edges of Boxy Logan got rounded and voila, we have Etios!
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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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