Past gets a 2nd drive as carmakers revive legacy nameplates

Indian automobile (auto) makers are increasingly tapping into legacy nameplates to capture consumer attention, leveraging brand equity and nostalgia in a fiercely competitive market.

- ANJALI SINGH

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, senior vice-president and co-group head, corporate sector ratings, Icra.