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Industry and Competitive Context The Indian passenger vehicle market underwent a structural transformation between 2015 and 2024, with the utility vehicle segment — which includes compact SUVs, midsize SUVs, and MPVs — progressively displacing sedans and hatchbacks as the dominant category of consumer preference. By FY2024, utility vehicles accounted for the largest share of the total passenger vehicle market in India, a shift that fundamentally rewrote the competitive map. T

Executive Summary Between 2017 and 2024, Tata Motors executed one of the most consequential brand repositioning campaigns in Indian automotive history. Through the Nexon and Harrier SUVs, the company transformed its passenger vehicle identity — from a price-led, utility-first automaker into a credibility-driven, aspiration-forward SUV brand. This transformation was achieved not through a single campaign but through an architecture of consistent, multi-layered marketing decisi