Known to be one of the most sturdy and durable cars on the Indian roads, The Tata Sumo was reinvented as the Sumo Grande two years back. This is the second attempt to change the perception of the consumer about the car and bring it into a personal vehicle for family uses category from its existing commercial usages.
With changed interiors and polished exterior, the car still suffers from the mental block of the consumers perceiving the car as a commercial vehicle. I believe the campaign intends to change that and invites the customer to have a try at the new Sumo.
This makes me wonder, it has been two years since the launch of Sumo grande and the company is still fighting to change the consumer perceptions towards the name "Sumo". They could have gone ahead with a new name for the car instead of having the umbrella brand of Sumo with it. That would have eased the problem being faced by the marketers. Or was it the brand equity that Sumo garners that caught the eye?
