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Tata Motors hopes that its slew of new launches this year and enhanced ownership experience to spur growth in passenger vehicle sales.
The company, which is now the third player in the passenger car market in India, will introduce at least three new vehicles – Hexa, a premium SUV; a compact sedan (code named Kite 5); and a sub-4 metre compact SUV (Nexon) in 2017.
The first one to hit the market is Hexa, which is expected to be formally rolled out on January 18.
The Hexa will enter the segment occupied by Innova Crysta and Mahindra XUV5OO.
“We will position Hexa as a lifestyle vehicle that meets the needs of a modern family. We feel there is a huge gap to be filled in this category. With different set of capabilities, not offered in an existing product, and attractive price points, we hope Hexa will be well-received,” Vivek Srivatsa, Head – Marketing, Passenger Vehicle Unit, Tata Motors told BusinessLine here.
The company expects to attract users of A3 sedan segments featuring vehicles such as the Honda City and the Maruti Ciaz. or compact SUVs to consider its premium SUV.
Srivatsa pointed out that there was a renewed confidence among the customers about the Tata brand after the success of Tiago. “Image of Tata changed a bit with Zest and Bolt. But after Tiago, we have seen a stronger faith in the Tata brand now,” he added.
Along with significant refinements on the product front, revamped sales and service strategy to improve buying experience has also paid dividends.
It offered drive experience of Hexa to about 500 existing customers recently. “Such initiatives create a lot of confidence about the company, while securing some feedback about the product,” he added.
“There was a perception in the market that one should wait for few months after the new Tata vehicle launch before buying it. This is passé and now people have realised that Tata cars can deliver certain amount of quality and experience,” he asserted.
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