A Luxury SUV Launch in India
market entry
India-specific
Set in India; the figures and context are India’s.What this case is about
Rovena Automobili is a European luxury-car maker with no business in India. It is considering entering India's high-end SUV market and is prepared to invest up to ₹200 crore to establish a local business. Its CEO wants to know whether to enter and, if so, which entry model and launch strategy offer the best chance of building an attractive business.
Objective
Establish whether the market is attractive, compare the entry economics with the investment cap and a realistic sales hurdle, and recommend an entry and launch plan with its key risks.
Skills this case tests
Communicating clearly
Reading the data
Judgement and recommendation
Working the numbers
Structuring the problem
This is an interview practice scenario. Figures in the brief are case inputs, not current market research.