Tata Zest was the first car, which was launched under Tata Motors’ new HorizoNEXT marketing campaign. Touted as an all-new car, built from the ground-up and designed with inputs from their world-class design centres in UK, Italy and India; the car was expected to overturn Tata Motor’s sales decline in the Indian auto industry.
Launched in August 2014, the first few months did look good for Tata. In about 20 days of launch, Tata Motors revealed that they have received over 10,000 bookings for the new Zest. Following months saw Tata sell an average of 3,500 units every month.
But starting from January 2015, Tata Motors has not sold more than 2,800 units of Zest in a single month. And for April 2015, sales of Zest fell to its lowest ever – 1,989 units. What is surprising is the fact that Tata Motors is offering cash benefits of up to Rs 15,000 on the Zest sedan, and even then the sales decline has been inevitable.
Comparing sales of Tata Zest with its arch rivals – Maruti Dzire sales for April 2015 stood at 18,316 units, Hyundai Xcent sales stood at 4,666 units, and that of Honda Amaze stood at 2,862 units.
Zest is not the only one in the Tata Motors line-up, the new Bolt too has registered its worst ever sales performance till date. Launched in January this year, Tata Motors is already offering maximum benefits of up to Rs 55,000 on Bolt hatchback.
Despite of decline on sales of Zest and Bolt, Tata Motors has registered an increase in sales for the month of April 2015. Compared to 7,441 cars sold in April 2014, the company sold 10,230 cars in April 2015; registering 37% growth.