AUTO major M&M faces a complex branding and marketing challenge for its new multi-purpose vehicle (MPV), which is intended as the successor to the Scorpio and is due to be launched in 2008. The MPV will be built on a new platform code-named the 'Ingenio'. The new vehicle will have a number of engine options, including one using Renault petrol technology and a diesel option. The 'Ingenio' has the formidable task of taking on the Toyota Innova. A possible option for M&M could be to design a utility vehicle which looks like a car, something of a crossover. The pricing may need to be aggressive, in order to attract buyers of upper-end threebox cars. The 'Ingenio' could be priced between Scorpio and the Bolero. It could thus attract first time buyers of three-box cars. It also needs to deliver on its promise of a spacious interior and contemporary styling.

A catchy name will add to its allure, and here Mr Mahindra can try a rather novel brand extension, something like a reverse osmosis. We think that he could consider calling the MPV 'Verve' after the magazine edited by his wife, Anuradha. Verve is something of a cross between Tatler and Vanity Fair and is meant to be the voice of the spunky urban India woman. A vehicle with that name, with the appropriate imagery, could help M&M break into new urban markets, though the marketing and advertising challenge would be not to alienate those buyers attracted by its core values of rugged durability. The new 'Verve' would not be the only example of unusual brand extensions by Indian corporate. Kingfisher, a beer brand, is also the name of its airline. Reliance's gas fields are named after Dhirubhai, the company's founder. Perhaps Anil Ambani could think of using brands associated with wife Tina, such as Harmony, in the intensely competitive telecom market. A successful branding effort would help M&M grab a share of the fast growing 'A3' segment, the part of the car market which is just above the Zen-Santro or A2 segment. The resultant buzz could also boost sales of the Logan sedan, which is due in 2007 and which will compete in this segment.