In a move to try and pique public interest Tata Motors has launched eight refreshed versions of its existing line-up. The event was titled ‘Horizonext’ which the company states is re-focussing its brand strategy to try and regain market share. Launching eight refreshed cars in one day was an interesting approach, one no other manufacturer has tried, and it did manage to get quite a large number of people interested. However, the launches were just mildly tweaked versions of the existing cars, and that was a bit of a let down, because there was not one new car.
The launches include new versions of the Indigo eCS, Sumo Gold, Nano and the Indica. These models get new colours and graphic designs, enhanced exteriors, an improved suspension, multimedia entertainment options and a Feather-shift gearbox.
Tata also showcased the new CNG range - Indica CNG, Indigo CNG and Nano CNG – christened the e-max range and also the Explorer edition of the Safari Storme SUV. The highlights of the Explorer edition Safari Storme include two body kits to choose from, a 2-DIN touchscreen sound system and leather seat covers. It is on sale for an additional Rs 56,000 over the standard trims.
The refreshed Nano 2013 is being repositioned to the urban youth, however it looks like a stop-gap solution before Tata launches the all-new Nano sometime in the future. Sure, the addition of a glovebox and a music system will entice more buyers who are expecting more from a car than just the bare essentials. But, it’s been four years since the car was launched and the car still has no power steering. Tata Motors is missing a trick here by not adding a lighter steering to its Nano. There are a significantly large number of women drivers who are put off by the heavy steering. In fact, Tata really needs to figure out a feasible solution as there are an increasing number of first time drivers who are taking to the road, and the Nano could actually manage to achieve the high numbers that it was once touted to sell.
Slym said with the Pune launch, the company has begun its product drive that will underpin its strategy till the year 2020. Among the many initiatives that Tata Motors plans is enhancing the sales experience at 150 dealers by end-2013 as well as launching 11 new service programmes in two weeks.
This simultaneous launch did manage to create quite a bit of buzz for the Tata brand, but it did mask one underlying fact. Tata Motors’ development of new products is at an extremely slow pace, in fact, the Tata Aria was the last car the company launched way back in end 2010.