BHPian Dippy recently shared this with other enthusiasts: There is no other car in recent times that has caught the fancy and hype of enthusiasts and the common buyer today as the new Tata Sierra. From the threads on Team BHP to chatter everywhere, the Sierra is the flavour of the season. How has Tata done it? It’s all about emotions, and Tata has played to that effect brilliantly. Using an emotional connection as a marketing strategy can work wonders, and it shows with the Sierra. Coming back to the new one, right from day 1, the campaign has been about nostalgia. It has touched the heartstrings of so many people. It shows that many who couldn’t buy it then want to buy it now. And that’s what will work for Tata in terms of sales. Even in my circle, people are only asking me about the Sierra. Just yesterday, I met a close family friend at a wedding. He, too, owned a Sierra back in the day, and now wants to buy the new one. This emotional marketing has worked and how. Video: Link Speaking for myself, after seeing the promo videos, I even felt like going and looking for my old Sierra or getting the new one. I had to remind myself that I don’t need a new car. Sure, Tata did it before with the Safari, but that was more of a last-minute afterthought to name the Gravitas as the Safari. Other car makers could take a cue from this. One example is the Jimny. Everyone has an emotional connection with the Gypsy. Could naming the Jimny as the Gypsy from day one have worked for Maruti like it did for Tata? I feel yes. We Indians are an emotional lot. While the Sierra is being discussed extensively in the review thread, I felt this topic needed a separate thread of its own for an interesting discussion. Check out BHPian comments for more insights and information.
