How the brand loyalty story is playing out for Indian car buyers in the season of long waiting periods

Kerala based Anil John, 41, was told at the time of booking the Thar that waiting period is 10 months. Yet customers like him have held onto the bookings without cancelling it. "For me this is an affordable off-roader especially for Kerala roads, says John. Kerala has 2-3 rainy seasons in a year and Thar is the most seen vehicle on Kerala roads especially during this season. The story is same for Rishab Shah, 47, who has booked a Hyundai