Renault and Nissan have been known to badge-engineer products and the company always maintained it was essential to get a foothold in the Indian market with more products in different segments. However, both the companies are finally putting an end to badge-engineering and the existing lineup will be last of the badge engineered products for the Indian market. The upcoming models will come out of the company’s individual product lineup and will carry an individual identity. Even the successor models to the existing Renault Duster, Nissan Terrano and the likes will feature the parent company’s design and product ideology and won’t share much in common.
Badge-engineered products are essentially the same product that get a few cosmetic changes and are introduced in the market as a completely new product with a new logo at the front. The Micra-Pulse, Sunny-Scala, Duster-Terrano are all same products underneath, dressed up with new clothes for the market. Nissan and Renault were comparatively new in the market and needed strong products in the portfolio for sustenance which could be achieved with cross-badging; since it reduced the development cycle of a product and helped maximise efficiency. After spending a substantial period in the Indian automotive industry, both the companies have gained a strong foothold in different segments and have an interesting lineup for the future.
Nissan will commence the sales of the Datsun brand from next month onwards and is eyeing the sub Rs. 4 lakh category with its range of products. The company has also been considering the Qashqai crossover for the Indian market. Renault on the other hand has taken the top down approach and revised the Koleos and Fluence this year. The Duster facelift too will come to the Indian shores later this year.
Even though badge-engineering worked out for the companies, it did not go down too well with the customers and the sales of the Micra-Pulse, Sunny-Scala serve as a testimony to the same. Both Nissan and Renault are global partners and will continue to share platforms and drivetrains for their vehicles. What’s your take on cross-badged products?
