Till recently, marketing myopia was not a charge easily laid at the door of Ola. It began as a cab-hailing business, but saw itself in the field of transport rather than cabs, which led the brand's leap into electric mobility for a mass-market play with two-wheelers. Name recognition in India gave Ola Electric an early sales boost, cheered along by those keen for battery-run EVs to shake up a fossil-fuelled market. A brand, however, isn't just a shiny badge. It must not just offer but assure customers a clutch of attributes they value-such as reliable quality. And on this front, Ola has let down users, admirers and itself with its myopic waffle over a frail part designed to hold in place the fore-wheel of its SI Pro scooter first rolled out over a year ago.
As a Long Story in Mint on Thursday showed, denial was the company's initial response to signs of this model's 'front fork arm' weakness.
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Denne historien er fra March 17, 2023-utgaven av Mint Mumbai.
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