Massive decline in volumes continued across the auto industry in August 2019. Every major automaker in the country, which included Maruti Suzuki, Hyundai, Honda and Mahindra reported double digit decline in sales. Of all major brands, it was Tata Motors which reported the worst sales decline; reporting its lowest ever sales in nearly two decades.
In August 2019, Tata Motors domestic passenger vehicle sales dipped to a low of 7,316 units as opposed to 18,420 units sold in the same month of the previous year. Total sales in the past month dipped 48 percent to 32,343 units as compared to 62,688 units sold in August 2018.
Taking into account domestic passenger vehicle sales, it may be noted that sales were largely made up by the Tiago and Nexon, which together constituted nearly 75 percent of total PV sales in the past month despite massive de-growth.
Tata Tiago sales which had stood at 9,277 units in August 2018 dipped to 3,037 units in August 2019. Sales of this hatchback had stood at 4,689 units in July 2019 against which it dipped 35 percent in the past month.
Tata Nexon sales dipped 49 percent in August 2019 to 2,275 units as compared to 4,499 units sold in August 2018. Sales were also lower by 32 percent when compared to 3,344 units sold in July 2019. Sales of the Nexon have been on the ebb ever since the launch of the Hyundai Venue and Mahindra XUV300 while a facelift of this model is also in the works wherein the updated compact SUV will get BS VI engines.
Sales of the Tata Tigor also fell 49 percent to 833 units in August 2019 as compared to 1,646 units sold in August 2018. July 2019 sales of the Tigor were at 1,014 units with a fall of 18 percent in August 2019. Tata Tigor competes with the Maruti Suzuki DZire, Honda Amaze and Ford Aspire. A facelift is under development and last month, the company was offering the current generation Tigor at a cash discount and exchange benefits upto Rs.1.15 lakhs.
Tata Harrier, launched earlier this year also took a beating in August 2019. Sales which had stood at 740 units in July 2019 dipped 14 percent to 635 units in the past month. This midsized SUV has been facing some heat ever since the launch of the MG Hector and Kia Seltos. The company introduced various updates with sunroof, dual tones and Dark Edition to keep the model fresh.
Tata Zest sales which had stood at 964 units in August 2018 dipped to 294 units in the past month. Sales were also down 30 percent as compared to 423 units sold in July 2019. The Tata Zest sedan was a also a part of the company’s discount offers wherein customer could avail of a discount upto Rs.75,000 through the festive season.
Tata Safari and Storme sales fell 84 percent in August 2019 to 83 units when compared to sales of 515 units in August 2018. Taking into account sales in the previous month of the same year, sales of these two models stood at 100 units relating to a dip of 17 percent in August 2019.
Tata Hexa sales also fell 82 percent, from 759 units sold in August 2018 to 136 units sold in the past month. Sales in July 2019 were at 164 units falling 17 percent in August 2019.
Tata Bolt sales dipped 82 percent in August 2018 to 23 units when compared to sales in August 2018 wherein 127 units were sold during that month. However, sales of the Bolt increased 109 percent when compared to sales in July 2019 when 11 units were sold.
Tata Motors has announced discounts for the month of September upto Rs.1.8 lakhs on the Nexon, Hexa, Harrier, Tigor and Tiago under the “Festival of Cars” campaign. The company has also tied up with multiple banks and financial institutions for upto 100 percent on-road finance.