Debrief: Mahindra Quanto’s strange positioning

16 Oct,2012

By Anil Thakraney

 

Mahindra has come up with a rather intriguing positioning for their new compact SUV called Quanto. They have called it the ‘weekend life’ car meant for young couples. Must say I find this very odd. I thought Quanto was the cheapest SUV in the Indian market, and that is its biggest plus point. Also, I believe an SUV in India is essentially favoured by largish families, the hansta khelta parivaar.

 

The TVC features a young couple having a blast, as they set off on various weekday holidays. The man manages so many chhuttis by giving those thakela excuses to his rather gullible boss: Dog bit ma-in-law, wife is sick, house got robbed, etc. Then there’s a silly, very predictable twist in the end. Of course, the holiday imagery is peppered with shots of Quanto.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Wu3yCLR5c2k[/youtube]

Here’s the problem: I would imagine a young urban couple would seek out a sedan or a loaded hatchback at Quanto’s price point (around Rs 6 lakh). And that’s a sensible option over buying a low-end SUV which is expected to be low on power and features. Because extra room isn’t really their top priority (unless, er, they intend to do naughty stuff inside the car!). Which is why this positioning appears incorrect. Quanto simply had to target the Big Indian Family.

 

In addition, the creative is un-interesting and the humour forced, and this makes matters worse. But treatment issues can be sorted out in the next commercial. What is problematic is the positioning. It beats all logic.

 

Rating: (On a scale of 1-5): 1. Confused strategy, weak creative.

 

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