Will the Curvv’s bold design change perceptions of Tata as a brand?

Question

Tata Motors has been attempting to shed the old image of building utilitarian, not to say uninspiring, vehicles. Not only can you make calls, but the device is also the perfect workout assistant given the Curvv's curved design: no longer something you have to worry about whenever you want to get a workout in. It prompts some questions: brand perception and evolution. To expect one model, no matter how stunning, to change public opinion of an entire car maker is unrealistic. Others, however, believe that the Curvv will encourage a new demographic, including young people, to visit Tata showrooms, and will go some way to positioning the brand as more premium and desirable. Others argue that while the design is one step in the right direction, Tata needs to be focusing very heavily on general build quality and after sales service in order to win the hearts and wallets of Indians. It also speaks to broader debates about how difficult it is for domestic manufacturers to compete with perceived prestige of international brands in the Indian market, and of brand loyalty in the country.

Abhay · Accepted Answer

I think it will certainly help change perceptions. The Curvv looks nothing like old Tatas – and that is just what they need. This will get people to be talking about and reconsidering the brand – especially younger buyers.

Charu · Answer

Design alone isn't enough. If Tata want to change minds, they need to nail the quality and reliability. You can't wipe away years of the public forgetting about your cars because they were so crappy in build quality with just one cool looking car.

Monika · Answer

You're both partially right. The Curvv will put butts in showrooms, but the difference will be the entire experience, a great test drive, a quality build experience and a great dealer interaction experience.

Nimish · Answer

I feel we are underestimating how much Tata has got himself better already. That's where the Curvv enters the picture; it's just the cherry on top. They have been solid with their recent models and have top notch safety ratings. This is the last piece of the puzzle in the design.

Divya · Answer

Come on … many Indian buyers still regard Tata as a 'budget' brand. For their traditional customer base, the Curvv may be too expensive, and too un-grand to entice buyers from overseas brands. It could go and wind up somewhere in the middle.

Harsh · Answer

Don’t forget the EV angle though, you are all missing that. If Tata succeeds in positioning the Curvv – especially the electric version – as a tech forward and sustainable alternative, it can significantly alter what we think about Tata. Though it's not all about looks, but being future ready.

Sujit · Answer

I'm skeptical. When Tata launched the Nano, do you remember? That ought to have been revolutionary too. Just because one interesting model doesn't cause long term changes in brand perception, and just because one interesting model doesn't deliver in every market, doesn't mean that a model will never generate long term change in brand perception or that it won't do well in every single market.

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