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INDIGO DIESEL

The sedan segment in India in 2002-03 was only a small part of the overall automobile industry, in comparison to the hatchback segment, which accounted for 85% of the Indian car market. Having tasted phenomenal success in the volume driven hatchback market with the Indica V2, Tata Motors was all set to launch its sedan offering. But vying for this rapidly growing market were, 9 manufacturers, most of them global stalwarts, offering close to 50 models between them.

TATA INDIGO -
SPOIL YOURSELF!

Worldwide the sedan is seen as a symbol of success, and India is no different. The sedan buyer seeks value but does not want to be seen as a person who compromises. He likes a car that would pamper him. In short, the category demanded that the car should strongly veer towards the promise of luxury and indulgence, backed by premium features.

The class leading product advantages with regards to interior space and suspension, of the Tata Indigo, were the perfect anchor for the promise of luxury and indulgence. The creative route chosen was ‘Comfort that indulges you’ - Spoil yourself.

The Indigo became a success story right from the day of its launch. Within months, it became the category leader. Competition soon resorted to price-offs and offers to arrest falling market shares. Discounts on brands ranged from between Rs.70,000 to Rs. 1,00,000.

The objective was to build on the existing equity and strengthen the proposition. Indigo very clearly stands for Comfort and Luxury. The Indigo became the top seller in its segment continuously for the first two years and the fastest to cross the 50,000 sales milestone.