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So, just how much is a first-mover advantage worth? |
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Well, if we take the simple example of two cars that were recently launched in the Indian market, quite a bit I’m afraid. The cars I’m referring to are the Hyundai Verna and the new Renault Fluence. This is obviously not a direct comparison, since the two models compete in different segments, but an interesting look at the approach of two contrasting overseas manufacturers – one of whom is well entrenched in the market, and another that’s trying to find its feet.
Hyundai is an audacious Korean manufacturer that’s been in India since 1998, and is now a household name – thanks in part to the Santro, but perhaps more due to the star power of Shah Rukh Khan. Renault, on the other hand, is a French manufacturer that was founded in 1899, which means that it has a legacy spanning virtually the entire history of the motorcar. Yet, after much deliberation, it’s only just making a proper entry into the prized, but very competitive, Indian market. What the French manufacturer wouldn’t give to turn back the clock in India just that little bit – at least wind it back to when the ill-fated Mahindra Renault JV was formed.
Getting back to the two cars in question – the new Verna has been launched with 4 different engines, and 10 different trims in the range of 7-11 lakhs. Moreover, the Verna sports Hyundai’s brand new, award winning, ‘Fluidic Design’ philosophy and also comes with the option of 6 airbags, ABS with EBD, and toys such as a rear parking camera with a display embedded in the rear view mirror – and this is just a mid-size sedan. Conversely, the Fluence, a segment above, comes with only two engine options, and only two trim levels – one apiece for each engine. If you opt for the petrol, you get leather interiors, a climate control system, rear AC vents, six airbags, and a CVT gearbox. But, if you’d rather have the diesel, you get none of those niceties – and neither can you opt for them separately. You do get a digital instrument cluster, and a key card that enables keyless-entry-and-start, but it’s a bit of a 21st century case of ‘you can have any colour you want, as long as it’s black.’
Renault should be able to compensate for limited trim levels, however, through its flair for unique design. Sure, this can be polarizing at times, but at least it ensures that people form an opinion. The clean lines of the Fluence, on the other hand, may just go unnoticed by Indian buyers. Frankly, it’s missing that vital element of French chic’ – something that Renault ought to capitalize on to get a new market to sit up and take notice. |
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| All is not lost however, Renault has very aggressive plans for the Indian market – both in terms of product launches and the quick expansion of their dealer network, which is absolutely vital if they really want to succeed in India. But, at the end of the day, you only get one opportunity to make a first impression – and they’re already on their second! |
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