Rival competition is good for the business as it tends to improve the product and services qualities. Most big names in the business world battle with other companies in the same segment to prove their superiority by taking funny digs to criticise their competitors. They go to great lengths to come up with innovative and creative ideas to improve their footprint in the market and sway consumer allegiance.
In one such creative dig, Tata Motors were quick to take a shot at rival Maruti’s S-Presso mini sports utility vehicle (SUV) which is in the news over car safety since Global NCAP released their safety ratings. The S-Presso, which was launched last year, is one of the best-selling cars in India and rakes in huge sales for Maruti.
In the wake of the Global NCAP ratings release, Tata Motors didn’t waste any time in taking a dig at their competitor as they shared a photo of a broken cup with coffee beans spilling out to signify the S-Presso’s safety ratings on their social media pages.
The photo has text which reads, “We Don’t Break That Easy,” and also a mention of the Tiago and its 4- Star Global NCAP safety rating. The subtle hint of a broken coffee mug (espresso) is to signify a broken Maruti S-Presso.
The photo posted on Twitter is captioned as, “Driving is #SeriouslyFun, only when you live it up with safety.” The homegrown carmaker used this opportunity to sway customers and book the Tata Tiago instead. In the tweet, they even shared a weblink which leads it to their sales page.
Driving is #SeriouslyFun, only when you live it up with safety.Book the Safest-in-Segment New Tiago by clicking on https://t.co/x9nKgE745s#Tiago #NewForever #SaferCarsForIndia pic.twitter.com/WxH0EZF6xt— Tata Motors Cars (@TataMotors_Cars) November 12, 2020
The tweet has earned a lot of praise from Tata car owners as few users appreciated Tata’s safety ratings, while others tweeted that their next car would be from the Tata stable. Some extended the humourous thread by commenting, “Whattt a catchy visual!!!”, and “Nailed it” were few among them.
Surprisingly, Tiago and S-Presso are from different segments and not rivals. The Tiago, which is an entry-level hatchback, is a bit costlier than the S-Presso. However, the Tiago is the only car in the segment to receive a 4-Star rating in the safety bracket.