Mahindra launched 110 CC scoter in 2014 with "Gusto" brand. Of course, its going to compete with leading players like Honda Activa, Hero Maestro, TVS Jupiter and others.
Gusto was positioned on car-like features. The brand claims that it has got car-like features like remote key, height adjustable seat, LED pilot lamps and Find lamps. Usually, car owners look down upon two wheeler riders. May be this compelled Mahindra to position its brand Gusto on this theme of car-like features. Hence, the Gusto campaign features the same, showing car owners surprised when they see car-like features in Gusto.The brand tagline is "Kisi Se Kam Nahi". Even the ad campaign also showcase "Gusto" is having robust engine and body, which it wanted to convey public through this tagline.
Certainly, Mahindra did differentiated its two wheeler brands Gusto, Centuro with its innovation. Of course the brand is a pioneer in offering car-like features in two wheelers. But, there is immense scope to easily imitated by competitors. The company is focusing all its efforts to grab a little market share in scooter segment. Personally, I opine that the design & style was absolutely aesthetic and was not imitated from somebody else. As per my friends reviews, the performance of the vehicle was good and has got comfortable riding experience along with reasonably good mileage that makes "Gusto" best choice in scooter segment/ or a buy if someone looking to buy a scooter from pure Indian players.
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