Brand Recall
Research Paper
“Brand recall of car manufacturing companies (in India)”
INTRODUCTION
While automobiles were introduced to India in the late 1890 's, the manufacturing industry only took off after independence in 1947. The protectionist economic policies of the government gave rise in the 1950 's to the Hindustan Motors Ambassador, which is still ubiquitous in the roads and highways of India. Hindustan Motors and a few smaller manufacturers such as Premier Automobiles, TATA Motors, Bajaj Auto, Ashok and Standard Motors held an oligopoly until India 's initial economic opening in the 1980 's. The maverick Indian politician Sanjay Gandhi championed the need for a "people 's car"; the project was realized after his death with the launch of a state-owned firm Maruti Udyog Suzuki which quickly gained over 50% market share. The Maruti 800 became popular because of its low price, high fuel efficiency, reliability and modern features relative to its competition at the time. Tata Motors exported buses and trucks to niche markets in the developing world.
The liberalization of 1991 opened the flood gates of competition and growth which have continued up to today. The high growth in the Indian economy has resulted in all major international car manufacturers entering the Indian market. General Motors, Ford, Toyota, Honda, Hyundai and others set up manufacturing plants. Rolls Royce, Bentley and Maybach are examples of the few high end automobile manufacturers which entered India in the recent years. The Tata Nano is at the lower end of the price range costing approx. Rs.1.25 Lackhs.
The construction of expressways such as the Mumbai-Pune expressway have opened up new touring opportunities. The expected launch of a Formula One circuit in New Delhi is expected to spark public enthusiasm for a motor sporting industry.
The automobile industry in India has grown to eleventh largest in the world with an annual production of approximately 2 million units. India is the
“Brand recall of car manufacturing companies (in India)”
INTRODUCTION
While automobiles were introduced to India in the late 1890 's, the manufacturing industry only took off after independence in 1947. The protectionist economic policies of the government gave rise in the 1950 's to the Hindustan Motors Ambassador, which is still ubiquitous in the roads and highways of India. Hindustan Motors and a few smaller manufacturers such as Premier Automobiles, TATA Motors, Bajaj Auto, Ashok and Standard Motors held an oligopoly until India 's initial economic opening in the 1980 's. The maverick Indian politician Sanjay Gandhi championed the need for a "people 's car"; the project was realized after his death with the launch of a state-owned firm Maruti Udyog Suzuki which quickly gained over 50% market share. The Maruti 800 became popular because of its low price, high fuel efficiency, reliability and modern features relative to its competition at the time. Tata Motors exported buses and trucks to niche markets in the developing world.
The liberalization of 1991 opened the flood gates of competition and growth which have continued up to today. The high growth in the Indian economy has resulted in all major international car manufacturers entering the Indian market. General Motors, Ford, Toyota, Honda, Hyundai and others set up manufacturing plants. Rolls Royce, Bentley and Maybach are examples of the few high end automobile manufacturers which entered India in the recent years. The Tata Nano is at the lower end of the price range costing approx. Rs.1.25 Lackhs.
The construction of expressways such as the Mumbai-Pune expressway have opened up new touring opportunities. The expected launch of a Formula One circuit in New Delhi is expected to spark public enthusiasm for a motor sporting industry.
The automobile industry in India has grown to eleventh largest in the world with an annual production of approximately 2 million units. India is the
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