Tata Motors Aiming for an Image Makeover with Tiago Hatchback
The general perception of the market is that this upcoming car model will boost to revamp the image of Tata Motors Ltd. This speculation has been doing the rounds because this curvaceous little car is quite different to look at from the other reasonable priced, boxy models that we have been associating with Tata. In fact, this new car is expected to alter the general perception of the people about the low build quality and lack of features that is often associated with Tata cars. This is very important since despite of the fact of being India’s fifth largest car manufacturer, Tata has been struggling to shed away their brand image, the perception of cheapness that is tagged with most of its cars since the time it came up with the Nano at a surprisingly low cost.
Though Tata Motors has always been much lauded for building fuel efficient cars they have overall not been able to impress the brand conscious Indian middle class of consumers who are look for vehicles which reflect their tastes. A report in a leading Indian newspaper has quoted Deepesh Rathore, director at Emerging Markets Automotive Advisers who has said, "Customers will go back to Tata only if the product is above everything else in the market." Taking note of this fact, Tata has planned to come up with their Tiago, the car which is designed by an international team and now stands out for its upbeat looks and is built with materials of higher quality other than coming equipped with up to date features such as a top notch infotainment system. The cherry on the icing is the fact that this upcoming peppy and vivacious car by Tata is going to be endorsed by world famous soccer player of the year Lionel Messi.
The Tiago will be pitted to compete with cars belonging to the same segment from Maruti Suzuki India Ltd and Hyundai Motor Co. This car will be placed in the rank ladder to take on the well established players in the Indian car market like Maruti Suzuki Celerio and Hyundai i10 while offering features that are more in line with the likes of the Maruti Suzuki Swift hatchback or the Hyundai Grand i10. To put in simple words, the Tiago is a huge leap for Tata Motors in terms of design and manufacturing perspectives. So now it remains to be seen how the Indian car lovers respond to this new product from Tata Motors.