Auto companies to adapt new branding strategies

With the expansion of the Indian car market, a host of companies are also focusing towards building brand strategies. Brand strategies are evident of the change in the market trends. From homegrown companies like Mahindra group to foreign car makers such as Renault, Fiat and General Motors, are working towards adapting new brand strategies in order to enhance their market value.

Mahindra, in the coming three years plans to invest around Rs 120 crore on the development of new brand strategies. Mahindra vice-chairman Anand Mahindra said, that “Rise” implies attaining world-class standards in whatever the company does, raising the bar of excellence and thriving to rule the global market.

Falling in the same line is the Italian company Fiat , which is also keen to develop a new brand strategy. Fiat is planning to open company-owned brand stores or "image points" in cities like Delhi, Mumbai, Pune Chennai and Banglore. These exclusive stores will feature all the cars under one roof along with merchandise, accessories and authentic Italian coffee. Fiat India MD Rajeev Kapoor said, that the idea is to portray what the fiat brand stands for as the focus is more on selling the cars rather than promoting the brand. Fiat has already developed such models in many other countries in order to promote its brands.

The Indian subsidiary of General Motors , Chevrolet will soon mark its 100 glorious years in India, therefore GM is also working towards designing a series of campaigns for the occasion.

The French company, Renault on the other hand is struggling hard as it failed to create any magic in the Indian market. Renault who entered the Indian market in alliance with Mahindra could not manage to leave an impact on the Indian customers. The company is now planning to launch new vehicles in India under its name after the much hyped split with Mahindra.

Read More on : Renault Fluence 2013