Brand Positioning and Customer Perception in The EV Industry – A Comparative Study of TATA Motors and MG Motors in The Electronic City, Bangalore Region

Sweta Toppo and Dr. Shyam Shukla
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Sweta Toppo: NSB Academy, Bangalore
Dr. Shyam Shukla: NSB Academy, Bangalore

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 5, 640-648

Abstract: The electric vehicle (EV) market in India has seen rapid growth, with major players like Tata Motors and MG Motors competing to capture the evolving consumer base. This study explores how brand positioning strategies influence customer perception in the Indian EV industry. Through primary data collected via surveys and secondary data from industry reports, this comparative study analyzes the branding dimensions that shape consumer trust, preference, and purchase decisions. The findings indicate that while Tata Motors leverages its domestic brand value and affordability, MG Motors emphasizes technological innovation and a premium experience. The study offers insights for marketers to align branding strategies with customer expectations in the growing EV segment.

Date: 2025
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