What does the failure of the Ashok Leyland Stile in India say about the state of the country’s automotive market?

Question

Vivek · Accepted Answer

I believe it demonstrates that the Indian market is not forgiving. It's not just a case of rebadging a global product and hoping that will work here. Indian consumers are value conscious and they demand products that suit their needs.

Nakul · Answer

This indicates the established players in MPV segment. It is incredibly difficult to break into a market which is dominated by trusted names such as Maruti and Toyota, even for a known brand like Ashok Leyland.

Abhay · Answer

It is a reflection of the brand perception issue in India. This illustrates how rigid brand associations can be, as consumers had a hard time accepting a passenger vehicle from a commercial vehicle maker.

Love · Answer

This proves that the Indian market is not only price sensitive, it is value sensitive. It was priced lower than the Evalia, but not low enough to attract buyers, suggesting the consumers regarded the overall package and not just the price tag.

Reena · Answer

It shows how powerful after sales service and dealer network can be in this country. Perhaps, Ashok Leyland’s lack of experience in the passenger vehicle segment could have meant that they had a weaker support system compared to established players.

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