Re: The 2020 next-gen Mahindra Thar : Driving report on page 86 Quote:
Originally Posted by navpreet318 Well then they should do it for the Hardtop versions atleast because that is the version that is going to sell in numbers and almost 100% of the family buyers will buy that. The ladies of the house will only allow the Thar to land if they can drive it and it has to be in the HT for that. And if today I tell my wife that the thar will need one to get out or hand over the key to someone else to fill in the fuel, it will be off the table in a millisecond!!!
And I just read above someone just ranted about thar being about grit and blah and blah. Full respect for that grit and blah and blah. But end of the day that guy driving the Thar with grit came from parents, has a family and kids and they too want his time.
So if a 5 door let's him get the macho feel of the Thar and let's him take his parents and kids to a mall for enjoyment, why not!
The real film starts after the marriage remember. This is what happily every after means. |
Completely agreed.
However, my point is not to keep the family out of the Thar fun - of course the idea is to being inclusive and hence the excitement around M&M creating a version from scratch targeting the urban masses and families.
The point I am trying to make here is about the brand's promise, its perception within its target customers. Every brand wants itself to be perceived in a particular way and that's what it promotes through the careful use of personas. You will never see a Skoda Superb AV starring a college going teenager dressed in a pair of distressed jeans - its always that suited business exec stepping out of the rear as he buttons his jacket.
So yes, the Thar as brand is most definitely perceived as gritty and blunt and all those things I said in my previous post - but that has nothing to do with who ends up buying it or using it and for what purpose. In rural MH, Audi Qs are used to carry agricultural produce. But is that what we associate the brand Audi with, definitely not.
Products will always evolve over time to keep pace with the market dynamics, but there are certain subtle elements which enables the product to hold on to its DNA and prove is lineage time and time again - for me a three door design is something quintessential to the Thar and anything beyond it will dilute the way I see the brand. |