Carmakers opt for niche branding for taxi fleet

Move aimed at removing confusion among private buyers

Carmakers are realising the damage that strong association of a vehicle with the taxi segment does to long-term demand from private buyers. Firms are making conscious attempts to differentiate vehicles to cater to the taxi and the personal segments simultaneously.

Hyundai, the second biggest player in the domestic car market, is launching a new brand strategy exclusively for the taxi segment. A new brand, Prime, has been created as the mother brand for the taxi segment and aggregators. All cars being sold to this segment will be branded Prime and will have some differentiation. 

Hyundai’s nearest rival, Maruti Suzuki, had