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Tata Motors hopes for Bolt of revival

Our Mumbai Bureau | Updated on November 25, 2017

Purple patch: Tata Motors will be banking on the Bolt hatchback to continue the good momentum created by the Zest.

The coming weeks will see Tata Motors launch the Bolt hatchback and build on the momentum created by the Zest compact sedan. In the process, it could help increase its market share beyond the present five per cent and make up lost ground. At present, the company has slipped rapidly in the car rankings list as a host of rival manufacturers have zoomed past.

Former Chairman, Ratan Tata, had said at his last annual general meeting of Tata Motors in 2012 that he was especially saddened by the fact that Mahindra & Mahindra had surged ahead. In some ways, the Nano was the biggest letdown for the company as its cheap car tag did little to attract buyers. At the time of its launch, the Nano was expected to do over 500,000 units annually in due course of time but actual numbers have been woefully short of expectations. Today, in its quest to think more global in its car business, Tata Motors has the Zest and Bolt as the first of many launches lined up till 2020. At least two models will debut each year aimed at a host of overseas markets. Through its different engineering and design centres located in Pune, Italy and the UK, coupled with inputs from Jaguar and Land Rover, the company will endeavour to work on a host of exciting new global cars.

This is where Mayank Pareek, the new President of Passenger Cars, will pull out all stops and use his experience at Maruti-Suzuki, where he worked for many years, to help Tata Motors increase its market share. There are indications of some interesting retail initiatives underway which will see a clearer positioning for the company’s products. The Bolt will be an important part of this new business plan.

Published on December 25, 2014

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