The real challenge for Tata's Revotron engine

Never mind the squeaky sing-song voiced Narain Karthikeyan endorsing the Revotron engine, the real problem for Tata Motors would be current circumspect attitudes consumers have toward its products. Those attitudes are mostly via bad publicity.

The real challenge for Tata Motors is changing attitudes so consumers will make its new products part of their consideration set. That will require more than Narain's sing-song voice. The only way attitudes will change is via great publicity (forget advertising and PR), and post purchase experiential consumer endorsements. To engineer the latter, namely consumer endorsements, Tata Motors will first have to dangle enough carrots so its first set of buyers bite.

Here's hoping the company has a great marketing strategy lined up. Else Revotron will sink faster than a wink. 


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