Tata Motors, the country's largest automobile manufacturer, is looking to overcome its current rough phase in terms of passenger car sales by introducing new facelift versions across five of its popular car brands. Over the past few months, it is clearly evident that sales recorded by the company dwindled at a more rapid rate than its fellow competitors. Therefore, in order to overcome the sluggish phase Tata Motors announced its new Horizonext customer oriented strategy for its passenger vehicle business in the country.
Tata Motors' Horizonext strategy is based on four key pillars- focus on world class manufacturing practices, intense product focus, enriched customer purchase experience and consistent quality of service. The company is aiming to improve its brand outlook and market perception in India. The new model launches are expected to make Tata cars more appealing among the domestic audience, which would in turn bolster sales recorded by the company. The improved range of Tata cars comprises Nano, Indica, Indigo eCS and Sumo Gold.
As per reports, the company witnessed a whopping 31 per cent drop in sales of its Indica and Indigo CS models during the 2012-13 fiscal, as compared to the year-ago period. Further, sales of Nano and Indigo Manza declined by 28 per cent and 63 per cent, respectively. The company's utility vehicle fleet was not spared and popular models Safari and Aria/Xenon suffered from sales decline of 28 per cent and 77 per cent, in the order of mention, during 2012-13. Tata Motors' total passenger car sales dropped by 46 per cent in May 2013.
Tata Motors' Managing Director (MD) Karl Slym has revealed that the company's upcoming new cars have been designed while considering the feedback received from Indian audience. Slym also affirmed that the new models are worthy of scripting Tata Motors' comeback in the domestic car market. Therefore, it would be interesting to see if the company is able to reclaim its lost ground in the highly competitive situation in India.
Expressing his opinion regarding the company's new philosophy for success, Slym was quoted as saying, “Horizonext is the next step in line with the company’s mission to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally. We are igniting that passion -- so that customers are central to us, in what we are offering in our products, in the manner we are engaging with them at our dealerships, and in the processes we have adopted in servicing their vehicles.”