Tata Motors bets on Xenon variants to boost pick-up segment

Our Bureau Mumbai | Updated on September 03, 2012

Powering ahead: Ravi Pisharody, Tata Motors Executive Director (Commercial Vehicles) with the Tata Xenon pick-up launched in Mumbai on Monday. — Paul Noronha

Launches commercial models priced at Rs 5.44 lakh and Rs 6.34 lakh

Tata Motors, the country’s largest commercial vehicle maker, expects to improve its market share in the pick-up truck segment following the launch of Xenon variants.

The company, which had been selling passenger version - Xenon XT – launched commercial models of Xenon in single and dual cab versions. It has been priced at Rs 5.44 lakh (ex-showroom Mumbai) for the single cab version and Rs 6.34 lakh for a dual cab version.

“The pick-up segment is growing rapidly and we see this trend continuing. With the launch of the Tata Xenon pick-up, we are strengthening our existing pick-up portfolio,” said Tata Motors Executive Director (Commercial Vehicles) Ravi Pisharody.

Tata Motors expects its market share to go up to 25-30 per cent “very soon”, he added. With this launch, Tata Motors would be competing with the market leader in the pick-up truck segment, Mahindra & Mahindra (M&M).

The Tata group company, which has a range of pick-ups such as Tata RX Pickup, Telcoline 4x4 and Tata Super Ace, has a 20 per cent market share.

The Tata group company would also launch another version of Xenon by the end of the year, in addition to the launch of the three diesel variants.

Globally, the company had already sold about 35,000 Xenon pick-ups, mainly across markets such as South Africa, Thailand and Italy.

“No, we are not looking at cutting production in the near future…,” Pisharody said, answering a question on bad market conditions.


Published on September 03, 2012

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