Rafi Ali Khan

The problem with the Bajaj Auto's small car or the ULC (Ultra Low Cost) is that it doesnt have a name, or did it? Well atleast it should have come with a name when it was launched. Tata launched the Nano around the same time if not the same day as the Bajaj ULC car, and people couldnt stop talking about the Nano...and wow what a cool name for a mini car. All Bajaj vehicle names were really bad till the Pulsar came along ( must have been the brain child of an AD Agency) and with the Pulsar, even Bajaj became definitely male. The only other decent name from the Bajaj stable is the Avenger, the others really dont bring any brand association value. And if you ask the consumers, the Pulsar is the only reason for the Brand Bajaj - whether they like to admit or not, they have nothing much to fall back on.

So if they are really serious about the ULC car, they should get to the nearest Ad Agency (Ogilvy again perhaps) and ask them to come up with a cool name and brand strategy for their ULC, month if not years before a launch. Otherwise, even if they have a stable business proposition, technology and comfort drive at hand, it aint going to sell even if they offered it for peanuts, consumers will brush it off as a 4 wheeled autorickshaw from Bajaj.