2010 Tata Aria

There’s a lot to like about the Tata Aria.

Published on Nov 10, 2010 08:00:00 AM

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At one extreme, Tata Motors has the Nano, the world’s cheapest car which showcases frugal engineering at its best. At the other it has the Aria crossover, a bold attempt at taking the low-brow Tata Motors brand upmarket. You can see why Tata wants to do that. Look at some of the other Group brands – TCS writes software for Ferrari’s Formula 1 cars, Taj Hotels has some of the finest addresses in India, and Jaguar-Land Rover is up there on the luxury scale. But when it comes to cars, the Tata badge doesn’t have the same zing and that’s exactly what the company wants to achieve with the sophisticated Aria. However, it won’t be easy. Not only will the Aria have to successfully clamber over any brand-related obstacles it is bound to face but it will also have to live up to the higher expectations customers have at this price point. That means higher standards of quality, refinement and comfort.