"Why chase after a generation that thinks 'battery low' is a personality trait?" quipped Ramesh Kumar, Maruti's Head of Marketing, in an exclusive chat with FD Staff. "Our research indicates that nostalgia is the real powertrain of the Indian psyche. The 'Uncle' taps into that reservoir of fond memories, back when petrol was cheap and 'social' meant gathering around the neighbourhood paan shop."
A Design Straight Out of the '80s
The 'Uncle' boasts a boxy design reminiscent of the Maruti 800, complete with chrome accents and a cassette player. The dashboard features analog dials, and the glove compartment comes stocked with cassettes of Kishore Kumar's greatest hits. The car's horn plays the iconic Doordarshan theme, ensuring heads turn at every intersection.
Cutting-Edge Technology? Not Here
While competitors are racing to integrate AI and autonomous features, the 'Uncle' prides itself on manual roll-down windows and a stick shift. "We believe in keeping drivers engaged," said Kumar. "None of that fancy autopilot nonsense. Our customers prefer the tactile feel of a gear stick and the satisfying clunk of a cassette being inserted."
Range Anxiety? Try 'Chai Break' Anxiety
With a modest range of 150 km on a full charge, the 'Uncle' encourages frequent tea breaks. Charging stations are strategically placed near popular dhabas, allowing drivers to reminisce about the good old days over a cup of masala chai while their vehicle powers up.
Marketing Blitz: WhatsApp Forwards and Newspaper Ads
Eschewing social media campaigns, Maruti has opted for a marketing strategy that includes newspaper advertisements, radio jingles, and, of course, WhatsApp forwards. "Our target audience trusts information that comes from their 'Good Morning' WhatsApp groups," explained Kumar. "Why waste resources on platforms where attention spans are shorter than a TikTok video?"
Gen Z Reacts: 'OK Boomer'
Predictably, the youth have taken to social media to express their bemusement. Memes featuring the 'Uncle' alongside rotary phones and black-and-white televisions have gone viral. "Maruti really said, 'Let's make a car for people who still use landlines,'" tweeted one user.
Industry Experts Weigh In
Automotive analysts are divided. Some applaud Maruti's bold move, noting that the purchasing power still largely resides with the older generation. Others believe this is a missed opportunity to engage with younger consumers who are more environmentally conscious and tech-savvy.