How Digital Marketing helped Tata Nexon Gain Upper Hand in the 4-wheeler EV Segment?
Tata Nexon is a successful EV model of recent times. Thanks to the new-age digital marketing tactics that made Nexon an early bird winner. Here is a sneak peek into the marketing tactics that worked well for the EV brand.
With the rapid increase in the accessibility of the internet, consumers are spending more time online for various purposes. People prefer buying products and services online rather than visiting shops physically. They also tend to do some research on the product or service before placing orders. There has been a boost in online shopping as consumers are spending a lot of time at home.
This trend has enabled businesses to change their advertising strategies and move towards digital marketing in order to reach their target customers. One such conglomerate is Tata Motors, which promoted its Nexon EV in the digital space. Their large-scale advertising on digital platforms has helped the company to become a success story and exceed all market expectations in times of slowdown.
Tata Nexon EV – the best-selling car in the electric segment
Covid-19 severely impacted the EV ecosystem which was evolving previously. Lockdowns hindered the growth of charging infrastructure which is a key component of the EV ecosystem. It was perceived that EVs would majorly be adopted by the fleet segment, which, in fact, was troubled by the pandemic.
However, Tata Nexon EV broke all the barriers and outperformed industry sales. As per data, Tata sold 2,529 units of Nexon EV in the year 2020. They have contributed to the growth of Indian EV market and have become market leader with a 64% market share (YTD, 2021). Let us look at the reasons that are attributed to its success.
The most important factor that was hindering the acceptability of EVs among Indian consumers was the price range. Tata designed Nexon EV with the clear mandate of price not exceeding 20-25% (Rs. 1-1.5 lakh) as compared to the price of traditional cars.
Increased awareness of EVs:
As lockdowns made people realize the importance of an emission-free environment, they are now drawn towards options that emit low energy and are environment friendly. Nexon EV offers a long range of more than 200 km on a single charge with the added advantage of zero emissions.
Establishing EV ecosystem:
With the aim of making the adoption of EVs more approachable, Tata motors created a holistic ecosystem by leveraging the strengths of its group companies like Tata Power, Tata AutoComp Systems and Tata Capital. For instance, Tata Power helped to build charging stations for the customers of Nexon EV. It has also installed more than 300 charging stations across the country.
Digital marketing – the preferred mode of advertising
Just before its launch, Tata Motors revealed that its Ziptron-powered EV would be promoted mostly on digital channels. They planned to spend around 25-30% of the vehicle’s marketing budget on digital platforms. The teasers were released digitally which made consumers aware of the launch and features. As social media witnessed a large engagement, it made it easier for the brand to reach out to its target customers online. The company rolled out a couple of digital campaigns like:
- ‘Never been to EVergreen’ highlighted the importance of creating an ‘EVergreen Bharat’ with the launch of Nexon EV. It was a tribute to some of the landmark moments which have shaped India’s present and how the brand has paved the way forward towards an ‘electric’ future.
- ‘The ultimate Electric Drive’ showcased the celebrity couple Milind Soman and Ankita Konwar’s journey on road from Manali to Leh in the Nexon EV. This campaign promoted the car’s features in the form of videos on social media platforms like Youtube, Facebook, Instagram and Twitter.
The timing of these promotions hit the right spot as consumers were already looking for eco-friendly and sustainable options after realizing the importance of a clean environment. The reach of these videos was very high due to people spending more time on social media.
Riding on a wave
Consumer behaviour has tremendously changed in the current scenario. Buyers want to make informed decisions after doing their research on the internet. This is why brands, that make conscious efforts towards advertising digitally, reap the maximum rewards.
Focusing on promoting Tata Nexon’s USPs and Customer Engagement
As a part of these promotions, Tata Motors emphasized the cost efficiency of the car, which lured car enthusiasts even in a slow market. Apart from focusing on the car’s USPs, the brand worked on building relationships with its customers by sharing the organization’s values and engaging with them.
In order to do so, the company advised its customers on how to take care of EVs and what precautions need to be taken for keeping their EVs in robust condition during lockdowns. Such engagements helped in building trust among their customers who shared their feedback with friends and family and made the brand more acceptable through word-of-mouth advertising.
Making use of Digital Ads
With the help of Google display/search ads, Facebook, Twitter and Instagram ads, the brand has been reaching out to various audiences. The ads are directed to either increase product awareness among potential customers (cold/warm audience) or generate leads and translate to more bookings (hot audience).
In a bid to gauge Nexon EV’s digital marketing strategies better, it collaborated with WATconsult and got equipped with a 360-degree digital dashboard called DASH. It helps to monitor and analyze KPIs across all digital mediums. This has enabled the brand to measure ROI and campaign effectiveness in a streamlined manner.
Concluding Thoughts on Tata Nexon EV Digital Marketing Strategy
The ‘new normal’ has altered the face of advertising as there has been an overhaul in consumer behavior across the globe. Instead of focusing on face-to-face marketing, brands are moving towards digital marketing by promoting their products and services online.
With more and more people accessing the internet and spending the majority of their time on social media, it is an opportune time for companies to spend their marketing budget on digital channels.
This blog looked at how Tata Motors’s focus on digital marketing facilitated the success of Nexon EV in a market crippled by the pandemic. The company understood the need of the hour and increased its presence online for promoting the EV.
It harped on the positives of an environment-friendly vehicle and its cost efficiency as compared to conventional automobiles. By reaching out to target consumers online, it was able to become the market leader in the EV segment.
Tata Motors made the conscious decision to design passenger EVs for personal use based on industry sales trends and marketed the product well in the digital space. The company was successful in generating unprecedented growth in sales in its EV segment by understanding consumer behaviour and changing its marketing strategy.
Do you own an EV brand? Would you like to promote your brand digitally? We can help you with that.