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Image Crisis

30th Apr 2013 9:35 pm

Why is the Tata Aria not popular amongst car buyers?

What is the problem withthe Tata Aria? Why isn’t it so popular? 

Thirumalai Abinesh, via email

The Aria should sell better than it does because it’s a very capable vehicle with generous equipment, space and comfort. However, the Aria suffers from an image problem. It doesn’t have the same road presence as its SUV competition and the design cues are too similar to other (and cheaper) Tata cars, which has done the Aria no favours. Also, the Aria was launched at a ridiculously high price, which kept buyers away.

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