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Rajiv Bajaj hits back at Tata Motor's design manager over criticism of Chetak styling

Inspired by the 1980s model, the styling of the battery-powered Bajaj Chetak may not please everyone. That included Pratap Bose, head of design at Tata Motors, who called the zero-emission scooter a "missed opportunity" for its design.

However, this has not gone well with Rajiv Bajaj, CEO of Bajaj Auto. "Pratap Bose should know that he is talking to the world's favorite Indians who sell his 40 percent of production worldwide," Bajaj said.

Earlier in 2019, Bajaj Auto moved from its iconic "Humara Bajaj" identity to "The World's Favorite Indians."

"The problems with these things are that many people think of this in technical terms. The problem with engineers is that they only see product, "Bajaj said while answering a question from Moneycontrol.

"The brand consists of six elements, the product itself, the history of the brand and experience. The product is then made of three aspects, design and styling, performance and price. Without understanding the big picture if anyone comments that they have lost the opportunity, so good luck to Tata Motors, if he represents the talent they have over there, "added Bajaj.

Bose, responsible for nearly half a dozen designs at Tata Motors that Tiago, Tigor, Nexon, Harrier and Altroz, resembled the design and the styling of Chetak to Vespa, a brand created by the Italian company Piaggio.

On the day of the disclosure of Chetak on October 1

6, Bose tweeted, "Very Vespa. Missed opportunity to do something more unique. Wonder what Piaggio will be have to say about this. "

Bajaj also attacked the message in the ads from the Rs 13 lakh SUV Tata Harrier, which plays back the fact that it is based on the Land Rover platform.

"They have so much confidence in their design [which is based on] JLR that they ask customers to buy this (product) because it is a poor cousin to Land Rover," Bajaj said. Bose's design laboratory. "

Chetak, once the best-selling two-wheeler in India, was born of a technical collaboration on licensing with Italy's Piaggio.

" Chetak was born at about the same time when the relationship between Bajaj and Piaggio ended. It was not because the partners wanted it, but the government created a situation or policy that led to it. Chetak carried the entire company forward on its shoulders. It turned ten years into it and it was a matter of pride in owning one, ”Bajaj added.

It is the product concept that consumers buy and not the product itself, Bajaj explained further. According to him, aChetak has an emotional connection of the past with the buyers. He gave the example of Maruti Suzuki whose compact cars were preferred by buyers over almost all other rivals.

"Do you really think that small cars from Toyota, Honda, GM, Ford, Renault, Nissan are as bad products as Maruti's small cars are superior products to them because they sell in large numbers? And if so, why do people prefer to buy Toyota, Skoda and Honda as soon as they have Rs 7-8 lakh in their pockets? As a marketer, we understand that people buy perceptions not products. If you want a small reliable, fuel efficient and inexpensive service it is better to buy a Maruti Suzuki and behind every view there is a story. The reason why Royal Enfield is such a fantastic success is that there is a history behind it, ”Bajaj added. Get access to India's fastest growing financial subscription service Moneycontrol Pro for as little as Rs 599 for the first year. Use the code "GETPRO". Moneycontrol Pro offers you all the information you need for wealth creation including actionable investment ideas, independent research and insights & analysis For more information, check out the Moneycontrol website or mobile app. !

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