Tata Motors has determined to call its upcoming 7-seat SUV because the Tata Safari, a automobile earlier codenamed Gravitas.
Automobiles have personalities hooked up to them. The names that they carry signify a sure form of character. As an example, whenever you hear the title Toyota Land Cruiser, you assume of a big, butch SUV. Or whenever you consider a Mini Cooper, you conjure up photographs of a cute hatchback (which has by the way grown considerably in dimension through the years). And a Volkswagen Beetle is such a basic design, that the title would do injustice on another form of automotive.
Additionally Learn Is Tata Safari’s rebirth its end?
The badges that cars carry create sure imagery round them, that it’s onerous to think about that badge on one other form of automobile. Or maybe not.
Through the years, carmakers have experimented with sticking in style title badges on merchandise that aren’t fairly like the unique automotive that sported the title within the hopes of cashing in on the model recall.
Take the case of the Maruti Zen, for example. When the unique Maruti Zen, with its smooth “jellybean” design was launched in 1993, it had a sure sporty character that appealed to younger, upwardly cell patrons. The automotive did fairly properly in gross sales however was discontinued in 2006. As a replacement, Maruti launched a hatchback with a tallboy design (based mostly on the MR Wagon from Japan) and referred to as it the Zen Estilo (Spanish for type). The successor to the unique Zen didn’t do properly in gross sales and the corporate lastly pulled the plug on it in 2013.
The explanation it didn’t do properly was as a result of Maruti tried to attraction to the identical viewers – the sporty, younger Zen purchaser with the Estilo, throwing in components of a bit extra energy, more room and giving it a household attraction. The patrons weren’t , as a result of of their minds the Zen Estilo simply didn’t have the identical ring to it like the unique Zen. It was additionally similar to its sibling, the favored Maruti Wagon-R.
Nevertheless, it’s not all the time true that the identical title on a special automotive received’t work. Once more, one other instance from Maruti. It launched a mid-size sedan within the 12 months 1999 referred to as the Maruti Baleno. This sedan was fairly underrated, by no means actually topping the gross sales charts till it was discontinued in 2007. Minimize to eight years later, in 2015, when a premium hatchback was launched with the identical title. The brand new Maruti Baleno has gone on to prime its phase in gross sales numbers.
Why did the Baleno handle to succeed whereas the Zen (Estilo) didn’t? It’s in all probability as a result of there was an eight-year hole earlier than reintroduction of the model and in addition as a result of the hatchback model supplied much better worth for cash by way of options, styling and area. And it’s additionally as a result of the unique Baleno didn’t actually have a robust “persona” related to its title.
Now take the case of the Land Rover Defender. Jaguar Land Rover has taken an enormous gamble with the launch of the all-new Land Rover Defender this 12 months (initially codenamed DC 100). It has a fairly sturdy historical past to reside as much as as a result of the unique Defender evoked imagery of trans-continental journeys over every kind of hostile terrain. So, when the brand new Defender (with a monocoque physique) needed to substitute the outdated one, Land Rover needed to maintain the design cues very related and provides it the identical go-anywhere functionality, with all the fashionable conveniences. Fortunately, preliminary stories have proven patrons are discovering it a worthy successor to the Defender badge.
It’s robust to mess with some iconic designs when you need to reside as much as a reputation as is the case with the Jeep Wrangler, the Mercedes G63 or Mini Cooper.
Now, come to the upcoming Tata Safari nee Gravitas. It’s constructed on the identical platform because the Tata Harrier and is, actually, a seven-seat stretched model of the identical, with the rear portion being suitably altered. The design from the entrance seems nearly an identical to the Harrier. Tata had showcased this because the Gravitas on the Auto Expo in 2020 and which was scheduled to be launched later this month. To immediately inform the general public that the Gravitas is now the Tata Safari, though a totally completely different automobile is a giant gamble.
The Tata Safari had a sure character and a loyal fan following. When the Tata Safari Storme was launched, the essential character stayed, as a result of the physique shell was an identical – the identical physique on body development, that had a commanding persona. It evoked emotions of energy, of domination, and “reside giant” perspective. The advertisements for the Tata Safari with the tagline “reclaim your life” have been iconic. Can the Tata Gravitas, with the Tata Safari title, match that form of persona? It’s a giant ask.
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