“Takes you anywhere. No compass required.” That was Tata Motors’ tagline in an advertisement. Concerned about slipping behind and losing market share , Tata Motors and M&M sparked veiled attack ads.
Jeep Compass has already received more than 10,000 bookings but at the top end, Tata Motors Hexa SUV ruled the market.
This made Mahindra & Mahindra move a step further with ads that read: “You don’t need a compass to win races. You need guts.” Highlighting the strong performance of its XUV 500.
Skoda Auto too got into the game: “There is no need for Compass, when you have Navigation,” its ad said, referring to the navigation feature in its Octavia cars.
M&M has seen its market share almost halve in the last four-five years but with all the attractive features and a price which fits customers’ bill, the competition will surely have to reinvent itself to challenge the strong preference towards Compass.
Apart from diverting the attention from rival brand, both Mahindra and Tata are creating a multiplier effect for Compass by stating the brand name in their own advertisement.