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Mahindra Scorpio

 

  Mahindra Scorpio
Mahindra Scorpio
Struts
October 6, 2003

When a brand sets high standards for itself by creating a wonderful product, superlative advertising, smart pricing and excellent service -- customers expect excellence in all that the brand offers. It’s tough to maintain all round excellence but it’s imperative as brands thrive on consistency.
 
Scorpio is an example of a brand that has its offline marketing mix in place but falters online. The rule is simple -- either cyberspace is important or it isn’t. Mahindra Scorpio’s mediocre site makes us wish it had never bothered to go online in the first place.

 
 
Mahindra Scorpio To some Indians, Scorpio is to cars what Harley-Davidson is to bikes -- a close encounter with Nirvana. The powerful yet stylish looks and the sheer pride of possession that this brand offers are truly seductive. Therefore when the site takes an inordinately long while for its homepage to download, one does not mind the wait for the visual of the Scorpio in all of its splendor.

The site designer obviously felt that the car’s aesthetics/image are its strongest features, and these do need to be communicated powerfully. Unfortunately, the website overdoes the preening. After a point, the site resembles a vain model with no conversational skills, who can only strut around providing the best aesthetic angles.

However, the basics of communication are all there on the site. Finance schemes to buy the car, colors in which the Scorpio is available, dealer locations, service stations, tips on car maintenance and a feedback section; all neatly structured to address the site visitors’ information concerns. On the homepage, the brand proudly displays the message that it has been considered “the best car of the year” and eagerly points the site visitor in the direction of the section that provides all the details of the award. The advertising section is interesting because Scorpio has created some truly wonderful advertising, which it displays online.

Visually the site is appealing with a simple design and well-written copy. What’s lacking is ideas. The brand doesn’t have much to say to help strengthen its personality or give reasons for it to be memorable.

 
*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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