Rs 9.95 lakhs for new Tata Aria Pure LX SUV: Same as Safari Storme launch price

Tata Motors is upping the ante in the SUV segment of the Indian auto industry. After launching the new Safari Storme last week at a starting price of Rs 9.95 lakhs, they have now launched a stripped down variant of their premium SUV, Aria. New Aria Pure LX SUV is now available at an ex-showroom, New Delhi price of Rs 9.95 lakhs. Tata Aria was first launched in 2010 at a price of Rs.11.61 lakhs onwards, but it failed to make its mark in the Indian SUV sector. The fact that it was well designed, contained class leading features and was a prize performer failed to appeal to customers due to it high price.

This is in fact second time that Aria is being revamped to make the SUV more affordable. Tata Motors have toned down much of Aria equipment in its interiors but bottom line is the fact that prices of the entry level model are bought well within Rs.10 lakh mark keeping it on par with recently launched Tata Safari Storme while it can now compete with the Toyota Innova, and Mahindra XUV500.

Tata Aria Pure LX now comes with a single mass flywheel as against the dual flywheel even though its diesel engine still produces the same 140 PS power and 320 Nm torque. Pure LX model still possesses the same body colored bumpers, HID lamps and disk brakes along with keyless entry and rear AC vents. However airbags, ABS with EBD, audio system, and fabric or leather seating are missing. Seating is now upholstered in plain vinyl while a number of chrome accents are missing as are the roof storage compartments.