Tata Motors to focus on digital for marketing new Nexon EV
Alongside digital promotions, the brand is also looking at experiential marketing to promote the newly launched electric vehicle
Published - Dec 5, 2019 9:11 AM Updated- Dec 5, 2019 11:15 AM
As Tata Motors' latest offering Nexon EV gets ready to hit the roads by the end of the fourth quarter, the automobile major plans to go niche while promoting the product. Known for their large scale advertising, Tata Motors has planned its new EV to be promoted differently.
“The product is in the price bracket of Rs 15 lakhs-Rs 17 lakhs and we are also keeping the promotions limited to our TG. For Nexon EV it is more of a one on one marketing,” said Ashesh Dhar, Head - Sales, Marketing and Customer Service, Electric Vehicle Business, Tata Motors.
Tata Motors' maiden Ziptron-powered electric vehicle will be marketed mostly on the digital space said, Dhar. According to Dhar, 25-30% of the marketing budget for the vehicle would be spent digitally.
Alongside releasing teasers digitally, Tata Motors also rolled out 'The Ultimate Electric Drive' campaign in the month of October for the launch of Nexon EV. The campaign featured celebrity couple Milind Soman and Ankita Konwar. The campaign included seven videos capturing the couple’s journey from Manali to Leh and the surrounding regions in the Nexon EV.
Apart from digital promotions, the brand is also looking at experiential marketing. “One must try Nexon EV to know how it functions and this cannot be done with a simple test drive. We have tied up with Zoom Car so that car enthusiasts can try it before deciding to buy it,” said Dhar.
While the slow market is a concern for the brand as it is for any other automobile player, Dhar believes it is a temporary phase after which there would be a quick pick up in sales with new offerings in the segment. Elaborating on the cost efficiency of the new vehicle that would push buyers to buy the vehicle Dhar said, “The cost of running the vehicle is only about Rs 1/km against Rs 5/km-Rs 6/km of a general vehicle. So for instance, if one has to cover a distance between Mumbai and Pune, the cost would come up to only about Rs 150. Car enthusiasts will definitely be interested in a vehicle like this even in a dull market.”
In a bid to make EV usage easier, Tata Motors will be installing 300 charging points across the country by the end of March 2020.