Datsun redi-GO: The Reason Behind The Success Story Of India's First Urban Crossover

What made the redi-GO stand out to the customers were the numerous best-in-class features including the 5 years/ unlimited kilometres extended warranty, something not offered by other carmakers in the country.

The Datsun redi-GO also promises the lowest cost of ownership, which is about 32 percent lower than the competition. Also, roadside assistance is provided free of cost with both standard and extended warranties.

Other best-in-class features including the mileage of 25.17km/l, which is the same as the Renault Kwid's, but beats the Maruti-Suzuki Alto 800's mileage of 24.9km/l.

In a mileage obsessed country like India, that tiny difference is all that is needed to be a success.

The redi-GO is also well equipped to deal with India's rather rough roads thanks to its high ground clearance of 185mm, which is again higher than its rivals from Renault and Maruti.

In terms of design, Datsun added daytime running lights (DRL) to the redi-GO, bringing in another first-in-class feature to its pocket-friendly hatchback.

DRL's are only available in vehicles from other manufacturers that are placed in a much higher price bracket.

Thanks to the redi-GO's attractive features, Datsun received a massive response from the Indian public and the company conducted mass deliveries of the car in various cities across the country to cater to the demand.

One of these events was conducted in Hyderabad and was attended by badminton star and 2016 Rio Olympics silver medallist,@Pvsindhu1.

Noticing the demand for the redi-GO, Datsun, on September 29, 2016, launched a special edition version of the hatchback called the redi-GO Sport.

2016 Rio Olympics Bronze medal winner @SakshiMalik was also revealed to be the brand ambassador for the new #rediGOsport. Malik also received the keys to the first ever redi-GO Sport for her inspiring performance at the Olympic Games.

The new redi-GO Sport boasts of numerous features including cosmetic changes such as black stripes running down the centre and the sides of the limited run car and a blacked-out honeycomb grille with a single honeycomb painted in fiery red.

The fiery red can also be seen on the wheels where one section is painted in the eye-catching colour and in the interiors as well.

Other changes that add to the sporty look of the limited edition car include black undercovers for the front and rear bumpers along with a chrome exhaust and a black roof spoiler.

Datsun has also added a few convenience and safety features to the redi-GO Sport including Bluetooth audio to play your favourite tunes and keyless entry.

Also present on the special edition hatchback are rear parking sensors, another first-in-class feature provided by Datsun.

The demand for this special edition redi-GO Sport was a phenomenal one with customers reacting with what Datsun calls #UnlimitedPassion, ensuring that the limited run car sold out just a few days after its launch.

The demand for the special edition car was so high, that Datsun had to make more cars than was originally planned.

To showcase how the new redi-GO was being accepted by the modern Indian, the carmaker conducted its #DatsunLove contest inviting owners to send their images showcasing the redi-GO.

Entries poured in from all parts the country as owners participated in the contest to compete for an all-expense-paid trip to Japan.

The winner of the contest was Delhi's Vishal Vats, who took his Datsun redi-GO on an expedition to Leh-Ladakh.

While there, Vats and his redi-GO crossed Khardung-La, the highest motorable road in the world showing off the reliability of Datsun's urban crossover in some of the toughest conditions in the world.

The redi-GO's appeal has been enhanced by Datsun's usage of digital platforms like the e-commerce website Snapdeal, which allow potential customers to book their cars without having to go to a dealership.

Those who don't want to use Snapdeal can also book their vehicles online, via Datsun's app which is available for download on the Google Play Store or by going to Datsun India's website - www.datsun.co.in

With the current demonetization kick-starting a new age of cashless transactions, Datsun's use of digital platforms has left no stone unturned to ensure that booking a redi-GO is really customer friendly, especially for those from Tier-2/3 cities.

Helping support the online additions is an ever expanding after sales and service network which has grown exponentially since Datsun was re-launched in 2014 after an almost three-decade long absence.

Since Datsun entered India in 2014, the carmaker has spread to 14 countries including Russia, Indonesia, South Africa, Nepal, Sri Lanka, and Lebanon and has launched seven cars in the two and a half years since.

In fact, Datsun has grown by 200 percent after the redi-GO was launched and is surely making its mark in the B-segment in India, and around the world.