Why automakers are reviving legacy nameplates
What's the story
Indian automakers are increasingly reviving iconic nameplates to attract customers, capitalizing on nostalgia and brand equity. The trend comes as a response to rising competition across segments, making differentiation more difficult. Srikumar Krishnamurthy of ICRA says these well-accepted brands establish a connection with customers faster in an already crowded model portfolio. He also noted that marketing expenditure for revived nameplates is often significantly lower than new ones.
Cost benefits
Revived nameplates offer cost-effective marketing advantages
Krishnamurthy also pointed out that reviving legacy nameplates provides cost-effective marketing advantages. This is especially true when the brand already has a strong recall value among consumers. He said, "Most of these brands have well-accepted equity, and the connection with customers gets established relatively faster." This strategy is proving to be an effective way for automakers to stand out in a market flooded with new models.
Market leaders
Maruti Suzuki and Tata Motors lead the revival trend
Maruti Suzuki and Tata Motors are leading the revival of legacy nameplates in India. Maruti has brought back the iconic 'Fronx' badge, while Tata has reintroduced 'Sierra.' These moves show how automakers are using nostalgia to attract customers. The trend is becoming more common as companies try to stand out in a crowded market by bringing back well-loved models from their pasts.
Information
Honda, Mahindra, and Toyota also join the revival trend
Along with Maruti Suzuki and Tata Motors, other automakers like Honda, Mahindra & Mahindra (M&M), and Toyota Kirloskar Motor are also reviving legacy nameplates. These moves show how major players in India's auto industry are using nostalgia to connect with consumers.