Tata Motors' Harrier.EV Ad Targeting Potholed City Road Goes Viral
People think that marketing is just running advertisements in newspapers, on websites, and on social media platforms. However, those who know marketing know that anything which, to a normal eye, can be an inconvenience can become marketing material. Recently, showing this exact thing, the genius team from Tata Motors did something unique to promote their newly launched electric SUV, the Harrier.ev. What exactly did they do, you may ask? Well, read ahead.
Recently, a post shared on X by the Trendulkar page went viral on the internet. As for the main reason behind it becoming popular overnight, the marketing team from Tata Motors managed to put up a yellow-colored picture frame disguised as a warning label on a pothole-filled road to promote the newly launched Harrier.ev.
This distinct frame reads, “Tata.ev the perfect road for Harrier.ev.” In the image, we can note that this frame clearly highlights the massive potholes behind on the road. At the same time, the bright yellow and black color of this frame is very catchy and gets the attention of passing drivers. This particular move has been greatly appreciated by netizens online.
In the same post on X, a number of netizens shared their funny thoughts on this genius marketing move. One of the users said, “Bold move, Tata. Who needs smooth roads when your Harrier EV can star in a pothole action movie.” Meanwhile, another user wrote, “Forget Dubai desert safari, come to India for pothole safari.”
One of the users said, “Hahaha, this is peak Indian marketing genius! ‘The perfect road for Harrier.ev’ because nothing tests an EV's suspension like a lunar landscape! Tata’s basically saying, ‘Buy our car, and you’ll feel like you’re off-roading on Mars!’ Only in India can potholes become a selling point. Love the creativity!”
The Tata Harrier.ev, for which the above promotional frame has been kept on the road, is the brand's latest and flagship electric SUV. It starts at Rs 21.49 lakh for the base Adventure 65 variant and goes all the way up to Rs 30.23 lakh for the Empowered 75 Stealth variant. This SUV competes with the Mahindra XEV 9E in the Indian electric SUV market.
Tata Motors is offering the Harrier.ev with two drivetrain options. The first is the RWD variant, which comes with a single motor on the rear axle making 238 bhp. On the other hand, it also gets an AWD variant and offers a dual-motor setup.
At the front, it gets a high-performance induction motor, which makes 158 PS. Meanwhile, in the rear, it gets a permanent magnet synchronous motor, which makes 238 PS. Combined, it makes 396 PS and 504 Nm of torque.
What makes the Harrier.ev stand out is its all-wheel-drive capability. It comes with six different terrain modes: Normal, Snow/Grass, Mud-Ruts, Sand, Rock Crawl, and, lastly, Custom (the driver can create a custom mode). It also gets Off-Road Assist, which helps in managing torque for extreme terrain scenarios like deep mud or uneven rock patches.
Other notable highlights of the Harrier.ev include a 540-degree camera with transparent mode, multi-link rear suspension, and a 600 mm water-wading capacity, which, for an electric SUV, is quite impressive. In terms of features, this electric SUV comes loaded with tech. Its list includes a 14.53-inch Samsung Neo QLED touchscreen infotainment system with inbuilt navigation, a digital IRVM with built-in dashcam recording, and a digital key.