If the Ashok Leyland Stile was marketed differently, could it have succeeded?

Definitely! They should have used their reputation of commercial vehicles and market it exclusively to fleet operators and businesses. Appealing to both the personal and commercial segments probably confused consumers.

Marketing wouldn’t have saved it. It had the polarizing design and high price of the product itself. Fundamental product problems are not fixable with any amount of marketing.

It might have had a place in the world as a premium shuttle for hotels and airports. In that context, that boxy design might have been more practical.

I think they should have really gone for the practicality angle. Promote it as the most roomy and flexible MPV the class has seen, and highlight its volume of (carrying its cargo) and ease of boarding.

Would they have had a different rollout, another product under a different brand name? Perhaps people had too strong an association of the Ashok Leyland name with trucks and buses.

Instead, they could have marketed it as the ‘tough’ MPV. It would have appealed to those who wanted a no nonsense vehicle, both personal and commercial buyers.