Past gets a second drive as Indian carmakers revive legacy nameplates

Indian automakers are reviving legacy nameplates to leverage brand recall and stand out in a crowded market, as classic badges like Sierra, Safari, Baleno and Scorpio return to attract buyers

Indian automobile (auto) makers are increasingly tapping into legacy nameplates to capture consumer attention, leveraging brand equity and nostalgia in a fiercely competitive market. This strategic reliance on established badges is emerging as a key tool for manufacturers to cut through the noise of dozens of new models.

 

Industry experts say this renewed emphasis on familiar badges is a logical response to a market crowded with dozens of new models and variants across segments. “Most of these brands have well-accepted equity, and the connection with customers gets established relatively faster, especially in an already crowded model portfolio,” said Srikumar Krishnamurthy,