Bajaj Chetak was the most loved scooter in India in the 1990s. As new players entered with gearless scooters and disposable income increased, people moved to motorcycles or small cars as a popular means of transport. Chetak lost its market share, and Bajaj Auto exited the scooters category to make its mark in the motorcycle market. In 2019, Bajaj brought back Chetak in the electric scooter category. The electric vehicle market was undergoing a transformation in India, and people were moving to less expensive, green, and affordable solutions. As Bajaj Auto prepares to invest $33Mn to build the Chetak brand, it was concerned about the brand’s acceptability especially among the youth. Chetak was a loved brand in India but had an image of rugged old times scooter. Would Chetak be successful in its new avatar? Would its old brand image impact the new brand associations and entry into this market?