Harrier is the first premium SUV from Tata motors. It is all set to be launched towards the middle of January 2019 and will become the company's flagship model sitting above the Hexa.
Here are a few ingredients that has got things going for the Harrier. IMPACT design 2.0, OMEGA architecture co-developed with JLR, Kryotec 2.0 engine sourced from Fiat, Composite headlamps and a lot more.
But how does all of the above jargon's appeal to the common man? Well that's where TM have worked its marketing magic. While most car manufacturers wait for the final product to be ready to come up with fancy marketing words/ phrases/ jargon's to up the excitement, TM have done so right from the product development phase itself. In fact, every single feature in the Harrier has been converted into a micro-content. It has been released in a timely manner by flighting and pulsing in intervals of few weeks to few days.
Lets have a look at how TM achieved this content marketing success (which is still ongoing)
It all started with the concept from the Auto Expo
The Auto Expo brings a range of concepts to the show and Tata's H5X also looked like one out of the many, but in reality Tata was gauging the crowds response and taking in as much feedback as possible. They started testing the H5X with camouflage all round and it was soon picked up by car bloggers and forums. This is the start!
The grand reveal
After many many spy shots of testing, the company finally came up with the first official glimpse of the production spec version. Then the grand reveal took place where the concept was given the name Harrier. But as you will see below, TM followed it up with exciting and intriguing content to keep the curiosity going.
The Date
The date was revealed and it became a piece of marketing material in itself. Remember we are in July and there is about 6 solid months to go. So what does TM come up with next?
3D configuration
The chief technology officer of TM, Rajendra Petkar comes out to say that customers will be able to configure the Harrier based on an application that they have been developing for the past 1.5 years. Excitement continues? We are still in July and there are multiple spy shots again floating around.
Kari Motor Speedway
We are in the month of August now and Autocar India picks up these images of Harrier doing high speed tests on the Kari Motor Speedway (a place that pulls a lot of weight among the car enthusiasts).
Leading the Mumbai Marathon
In September, Tata makes it official that Harrier will lead the Mumbai Marathon taking place in January, 2019 as the pace vehicle. This is further corroboration that the launch will also take place in the same month.
Bookings open and on-road price
With a teaser of the final product, Tata announces online booking and an indicative on-road price. This teaser released in October further lays the path for future content. If you look closely, there is a glimpse of Kryotec, Impact Design and ARC at the bottom.
Harrier's exteriors are revealed to the public over the digital space and the company confirms that it will reach showrooms by January, 2019. Although a surprising move by TM, it is well timed because other competitors such as the Nissan Kicks, MG HS and Kia SP concept-based SUV have all had partial reveals during this period.
The first of the videos with the interior being teased came out towards the end of November on the 24th.
Videos galore - Content 2 - Drive modes
Tata showcases the drive modes of Harrier with this micro content. Its November 27th now and its the 2nd release in as many days time.
Videos galore - Content 3 - The acoustics
TM makes a micro content to emphasize on the brand of music system that has gone into the Harrier.
Videos galore - Content 4 - The material quality
With this piece of content, TM goes on to have a special mention about the interior quality and the overall quality of materials. Its a conscious attempt to say that there has been considerable improvements on the quality front especially with respect to the trims, soft touch materials etc.
Videos galore - Content 5 - The transmission
The 6-speed manual transmission also gets a content highlight for itself and the drive modes are seen again in the background.
Videos galore - Content 6 - Cooled storage armrest
To be honest, this is not a remarkably different feature but the way it is presented makes it really appealing. This teaser came out today and we have another two months to go for the launch.
TM has turned features and marketing jargon's to interesting content marketing materials. But I'd say they are just getting started. A lot of tech has gone into the Harrier and all of them are worth a mention on their own. With two whole months left, TM has enough and more time to package them into short, crisp and interesting micro-contents.
Its not just the content either. TM has painstakingly created platforms specifically for the Harrier. For instance, check out the Instagram page of Tata Harrier. It has more fans than some car manufacturers here in India!
Does a combination of Content and Platform ensure marketing success? I really doubt it because for that you need folks with passion. Folks who find something special about all cars that they come across. Folks who are capable of understanding cars for the personality that it is and not as a machine. Folks who are outright car enthusiasts. I feel TM has that right mix of characters who craft exciting content that works in right platforms.
Gone are the days where you shoot a product unveil and chop it into 20 number 10 seconders and release it as teasers and as sponsored posts in social media. Content marketing as always is evolving and TM experiments with Harrier is one such LIVE case study that others can certainly learn from.
Oh btw, there is rumor that the bookings for Harrier has crossed 25,000. Now that's data substantiating the efforts.
Mind blowing blog. Looks like you have followed wavy l each and every detail of the to be #BaapOfSUVs ie. #TataHarrier. Wish to read more from you. Best of luck!
ReplyDeleteThank you Satpreet Singh, happy to know that you liked my blog about Harrier.
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