個案資料

Vazirani Automotive Pvt. Ltd. debuted its first electric hypercar, the Vazirani Shul, in July 2018 at the Goodwood Festival of Speed in West Sussex, England. The Shul was promoted as the first electric hypercar from India; however, although the company was headquartered in Mumbai, India, its manufacturing and design hubs were in California, United States. The Shul was considered unique because the car offered a blend of art and science, in contrast to other hypercars that were designed to appear aggressive and driven completely by science.<br>If successful, the Shul has the opportunity to become the world’s first electric car with a jet turbine-electric powertrain, expected to hit Indian roads by 2021. Could the Shul be successful in India and in the global markets? With design and manufacturing centres in the United States, should the Shul be positioned as an Indian car? Was the strategy of blending art and science in a car unique, and was it a recipe for success?

This case is intended for undergraduate- or graduate-level courses in international marketing, marketing management, and strategic marketing. The case deals with hybrid product issues, where the manufacturing or research and design hub is located outside the country where the brand is headquartered. The case also discusses the tests for product feasibility from a marketing perspective. Finally, the case discusses the importance of unique shape and design of cars in the automotive industry. After completing the case, students will be able to<ul><li>critically analyze the impact of country of origin cues on consumers’ attitude toward a product;</li><li>understand anthropomorphism and associated product forms and their impact on consumers’ buying behaviour;</li><li>critically explore product feasibility from a marketing perspective;</li><li>understand how the forces in the macro environment influence a product’s viability and success; and</li><li>understand the conflict between luxury and sustainable consumption in the context of automobiles.</li></ul>

• Country of Origin, Anthropomorphism, Product Market Feasibility, Sustainability, Hypercar, Indian Mythology, PEST, Hybrid Product