Nissan biggest gamble to find it palate in emerging market with an
exclusive frugal brand; Datsun that has three models in the Indian
market does not seem to be heading anywhere.
The latest in the league is the smallest offering RediGo that fail to
evoke any customers’ sentiment and remains a laggard even to its
sibling, KWID coming from the same composite modular platform (CMF-A
platform).
Both Renault KWID and Datsun RediGo are built on the extremely
flexible and versatile CMF-A platform. The exterior styling and
powertrain have been varied significantly in order to match the
specific requirements and preferences of customers in India.
Betting heavy on the RediGo proved a misfire for Nissan, which ideally
should evoke attention from none other than Carlos Ghosn; auto's most
famed CEO, who had outlined an ambitious journey for the brand during
its global debut in 'Kingdom of Dreams' at Gurgaon in 2012.
Besides India, other targeted markets - Russia, South Africa &
Indonesia - none have performed anywhere close to Carlos'
expectations. Perhaps the outright rejection to RediGo proves some
tumultuous times for the company, ahead.
RediGo failed on many counts. First the design. Its highly over-styled
for its segment, where people at best go for aggressive but power
packed compact shell. Its tall boy stance wasn't exactly Indian
customers were hunting for as a small car. Its weak and rattling
engine proved dismissive and came no where close to Suzuki Alto’s
prowess of smooth and silent powermills. Even the newly launched
1-litre engine fails to convince.
RediGo constant dipping demand has plummeted Nissan India's sales into
negative zone after two years of sublime growth. With just 5,922 cars
sold in April-June quarter; it has failed to boast any challenge to
Alto or even EON the much neglected micro car of Hyundai Motor
Company.
RediGo could only prove to be a great learning for Nissan. Only if
they want to change for good, or finally vanish from world's fastest
and most potent car market.
