Tata Motors to launch a toned down sub-Rs. 10 lakhs Aria model

Tuesday 19 February 2013, 10:09 AM by

Tata Motors, the country's largest automobile manufacturer, has revealed intentions to launch a new trimmed down version of its Aria crossover with a sub - Rs. 10 lakhs price tag in the domestic passenger car market. The upcoming Tata Aria model is expected to take on the likes of Toyota Innova and Mahindra XUV500 on the Indian turf. Rumours suggest that the upcoming Aria LX model is expected to come without trimmings like airbags, Anti-lock Braking System (ABS) and Electronic Brake-force Distribution (EBD) system.

Tata Motors to launch a toned down sub-Rs. 10 lakhs Aria model | CarTrade.com
Tata Motors to launch a toned down sub-Rs. 10 lakhs Aria model

Experts believe that the company has upped the ante against other utility vehicle manufacturers, in order to augment its present market share in the segment. The latest revelation concerning the sub - Rs. 10 lakhs Aria model came through member of top - level management, Ashesh Dhar, Head, utility vehicles division, Tata Motors.

As per reports, Dhar has been quoted as saying, “We are planning to launch the LX 4x2 variant of Aria that would be priced at Rs. 9.95 lakhs. There are many new vehicles and models planned by Tata Motors in order to have a dominant position in the Indian utility vehicle market.” It can be said with utmost certainty that Tata Motors has embarked on a fleet expansion strategy, so as to think upon needs of Indian buyers and thereby, cementing a significant market share along the way. Evidently, utility vehicle segment is one of the most promising sectors and is contributing to a large fraction of total sales in the Indian auto market.

Ashesh Dhar further added, “The utility vehicle market is the fastest growing now, rising 57 per cent to 4.51 lakh units in the first 10 months of the fiscal.” As per reports, Tata Motors recorded sales of 38,000 units from its utility vehicle fleet, comprising the likes of Safari, Sumo and Aria amid others. The plunging numbers in the sales figures of Aria model has been a weak area of the company during the ongoing fiscal. Tata Motors suffered slow sales and registered a 5 per cent drop in its total sales at 2,71,000 units in the 2012-13 financial year.

At present, Tata Motors retails its Aria crossover within a price bracket of Rs. 11.73 lakhs and Rs. 14.98 lakhs (all prices in the ex-showrooms of New Delhi) in the country. The company claims that sales of Aria have fallen less than 150 units every month in the Indian utility vehicle market. The plunging sales and demand among domestic car enthusiasts led the company to embark on a brand revival strategy of one of its most technologically advanced models in the country.

Commenting further on the development, Dhar said, “There is much scope to improve sales in the utility vehicle market. Aria is the flagship UV brand and we are working on several other options to reproduce some successful products like the Sumo in coming years. We also plan to de-feature Aria to make it a more attractive price preposition for the Indian customer.”

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