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Tata Tiago rolls to the millennial beat

Data driven customer engagement strategies, digital marketing help Tata Motors cut a niche for Tiago

Shubham Parashar  |  Mumbai 

Over a year after it first hit the road, Tata Motors’ Tiago has registered 100,000 orders and seen a 35 per cent jump in orders for June 2017 as compared to that in June 2016. How did the auto major spin the wheel in its favour after an unfortunate stumble at the start over its name? Tiago was not Tata Motors’ first choice for a name; it had locked down Zika but abandoned that after a global outbreak of a disease caused by a virus of the same name.

Tiago was positioned as a hatchback for the urban young, as a value-for-money purchase. However, the ...

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First Published: Mon, July 24 2017. 22:19 IST