OK, back to the say-versus-think paradigm. Automotive brand success – all brand success, for that matter – is based upon how well a brand meets or exceeds customer expectations for the category Ideal. Expectations will vary by category and demography and geography, to be sure, but most of those expectations are emotionally-driven (no pun intended), many of which go unarticulated. And brands that are able to meet real expectation always do better in the marketplace. But, since folks said they would buy something cheap, Tata Motors produced a really cheap car and thought it was going to be a real growth area for them.
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