Tata Motors expects festive season to pump up sales; launches Tiago NRG

The company does not want to limit the brand to a set demographic.

MUMBAI: Tata Motors has launched its newest addition to the passenger vehicle family – The Tiago NRG. It has extended the Tiago brand with an all-new SUV inspired vehicle, positioned as the ‘Urban Toughroader’.

Tata Motors CEO and MD Guenter Butschek said, “In line with our brand promise ‘Connecting Aspirations’, we want to be in sync with the growing trend of bringing to market more SUV like vehicles. With this launch, we are extending the Tiago brand and increasing our presence by entering into newer segments and tapping new sets of buyers. This launch is a step towards our Turnaround 2.0 journey, as we continue to focus on winning sustainably’ in the PV business.”

The company does not want to limit the brand to a set demographic and target audience and rather aims to appeal to audiences in big cities and small towns.

Tata Motors head of marketing for passenger cars Vivek Srivatsa expects the festive season to perform well considering that the last two months have been slow for the market. “We expect a catch up to happen between October-December,” he said.

On the distribution front, the car will be available with 300 dealers and another 300 EOS (extension outlets) to tap in a large set of audience across 300 towns in India. 

The marketing campaign for the car is scheduled to go live from October with an extensive use of TV, print, digital and selective OOH. Srivatsa believes in the power of OOH as it will enable them to highlight the look of the car.

In order to tap into more customers during the festive season, Tata Motors is set to launch a hatchback and a sedan within the next three months.

The formerly launched Tiago stands in the top 10 brands in the country. The car has a market share of around 10 per cent as of 2018 and has grown steadily from a customer base of 3000 per month to 8000 per month.

While manual cars are often the most bought, people are increasingly choosing automatic cars as it allows them to drive with ease. Although Tiago NRG does not have an automatic variant yet, Srivatsa mentions that the company will look at the market response for the car and then decide on whether it is a viable option to launch an automatic variant of the car or not.

The earlier launched Tiago cars do come in an automatic variant and interestingly, 20 per cent of Tiago cars on road are automatic. The company is positive and bets big on automatic cars as the way ahead.

Powered by the 1.2L Revotron petrol engine and the 1.05L Revotorq diesel engine, the Tiago NRG will be available with 5-speed manual transmission. It will come in three attractive colour options – Malabar Silver, Canyon Orange and Fuji White, with dual tone infinity black roof and roof rails.  The car is priced at Rs 5.49 lakh for the petrol version and Rs 6.31 lakh for the diesel version, ex-showroom Delhi.

Tiago NRG will have to face stiff completion from Hyundai and Toyota who have similar cars in the market that are priced between Rs 5.5-8 lakh. 

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories