What can other automakers learn from the Ashok Leyland Stile’s experience in India?

It shows the strength of first impressions. It seems that the Stile's unconventional design could have deterred buyers from the start. In conservative segments like MPVs, automakers need have a robust first positive impression with their products.

The failure of the Stile proves that you can’t take a cut on features in the Indian market. Passengers will expect some comfort levels even if you are targeting the commercial segment. There has to be a right balance between cost and features that automakers strike.

I think it shows the requirement for clear positioning. Perhaps it confused consumers that the Stile tried to appeal to personal and commercial buyers. Other automakers should concentrate on a certain target audience.

Localization is needed, as shown by the Stile’s experience. For global platforms, it is necessary to be thoroughly adapted to Indian conditions and preferences. Just rebadging and reprise is not enough.

The timing and market research obviously is important. When the Stile launched, the MPV segment was already crowded. Instead of following the trends, automakers need to identify gaps in the market and target those gaps.