India carmakers nowadays nostalgia wala funda use kar rahe hai, Old, popular name again laa rahe hai so that buyers ko attract kar sakein. Industry experts ne business standard ko bataya ki is strategy se companies ko old brand value ka benefit milta hai, marketing cost kam hoti hai, or customers ke saath emotional connection bhi jaldi ban jaata hai, especially jab market mein har everyday new models aa rahe hai.
Most of these brand ka equity strong hota hai, and customers ke saath connection bhi jaldi ban jaata hai, especially jab model lineup already kaafi crowded ho, said Srikumar Krishnamurthy, senior Vice-president and Co-Group Head, Corporate Sector Ratings, ICRA.
Unhone yeh bhi add kiya ki old, familiar badges wapas laane se marketing ka expense bhi kaafi kam ho jaata hai.
A wave of triumphant returns
Past kuch years mein kaafi old models wapas market mein aa gaye hai. Tata Motors ne Sierra ko revive kiya hai, approx. 2 decades baad jab iska original version ek cult favourite ban gaya tha. 2021 mein Safari ke comeback ke baad, is relaunch ne Tata ko SUV segment mein apni positioning or strong banane mein help ki, chahe woh nostalgic customers ho ya new generation ke buyers.
Maruti Suzuki ne yeh trend pehle hi set kar diya tha Baleno ke saath, jo 2000s mein ek sedan hoti thi. 2015 mein unhone usse Nexa ke under ek premium hatchback bana ke wapas launch kiya, or Baleno phir company ki top-selling cars mein se ek ban gayi. Isse proof milta hai ki old, familiar nameplates kaafi strong pull rakhte hai.
Hyundai ne 2018 mein Santro ko wapas launch kiya, because Indian families ke liye uska emotional connect kaafi strong tha. Mahindra ne bhi 2022 mein apni iconic Scorpio ko refresh karke Scorpio-N launch ki, or old wali ko "Scorpio Classic" ke name se continue rakha so that brand loyalty baani rahe.
Baaki heritage-linked relaunches mein Grand Vitara or Bolero Neo bhi include hai, yeh direct reintroductions nahi hai, but old badge ki legacy or recall ko smartly cash-in karte hai.
Enhancing brand visibility in a crowded market
Anurag Singh, jo Primus Partners mein Advisor hai, unka kehna hai ki strong legacy brands OEMs ko ek extra edge dete hai, especially jab market mein itne saare models aa gaye hai ki difference dikhana difficult ho gaya hai.
Unhone bola, "Aaj kal itne OEMs hai or har ek ke paas bahut saare models hai, toh brand ki strength bahut important ho jaati hai standout karne ke liye. Isliye jahan brand ki equity already strong ho or uska vibe new product se match karta ho, waha brand ko reuse karna bilkul sahi decision hota hai.
Nevertheless, nostalgia in isolation proves inadequate
Analysts bolte hai ki kisi iconic car ka name wapas laana success ki guarantee nahi hoti. Consumers ki pasand bahut fast change hoti hai, or agar design, positioning ya features mein weak ho gaye toh old nameplates ka emotional charm bhi kam ho jaata hai. Isliye, jab bhi koi model revive karein, usme nostalgia ke saath-saath modern styling, tech or performance ka perfect combo hona chahiye.
Customer acquisition cost increase ho raha hai or competition bhi tight ho raha hai, toh industry experts ko lagta hai ki or zyada automakers apni heritage ko use karenge. Future mein companies modern engineering ko vintage branding ke saath mix karti rahengi, so that old loyal fans bhi connect karein or new generation ko bhi in legendary nameplates ka first-time experience mil sake.