Tata seems to be building a portfolio akin to Maruti Suzuki’s product positioning. Maruti’s small cars are finely separated in terms of segment, styling, and pricing, which helps the brand appeal to majority of Indian car buyers. Tata thus far focused on versatility in same segment, rather than spreading evenly out to target wider variety of customers. It seems the company is now overhauling its entire product lineup to better suit and appear prominently in Indian car market.
New launches of Tata motors like Zest, Bolt, Nano Plus, Nano AMT and upgraded Safari Storme, should strengthen the brand again. Considering segment toppers like Maruti and Hyundai as benchmark, Zest will rival Swift Dzire and Xcent, while Bolt will be pitted against Swift and Grand i10. In the latter space, Ford Figo also plays a conspicuous role. Current models like Indica and Indigo does not fit into competition with the above mentioned vehicles as the duo have their own target audience who are mostly taxi operators.
But below lies lucrative segments like A, A+ and entry level B, where cars like Maruti Alto 800, Alto K10, Wagon-R, Celerio, Hyundai Eon, Eon 1.0 litre kappa, i10, Datsun Go and Chevrolet Beat. Tata has no no contender in this hugely competitive space, as Nano is buried way beneath in its own segment.
Kite would be Tata’s representative in this crowded ring, and the Indian automaker will not be betting low. The second tallboy hatchback from Tata could be powered by a 3 cylinder 800 cc or 4 cylinder 1.2 litre turbo petrol engine and a 1.05 litre 3 cylinder diesel engine. AMT is an easy possibility in Tata Kite. Starting price could fall between 3.5 and 4.5 lakhs.
Via- Economic Times