In order to keep up with the increasing competition in the quickly-growing Indian car market, Tata Motors needed to rediscover its mojo. And its latest offering in India – the Tiago – has proved to be just what the doctor ordered as the hatchback has now crossed the half a lakh bookings milestone, since its launch in April earlier this year.
President of Tata Motors’ passenger vehicle business unit, Mayank Pareek, in an interview, said that the sales of the Tiago have been climbing up every month. Even the waiting period for the car has shot up to four months for certain variants.
“At present, we are doing around 5,000 units. Our impact design philosophy has been widely accepted by our customers. The main trigger behind the success of Tiago is the design. We are seeing a different set of customers for Tiago. Young executives and young families are buying Tiago," he added.
The Tiago is the homegrown manufacturer’s first car to feature its Impact design language that is also set to make its way into future Tata offerings like the Hexa, Kite 5 and Nexon. With this, Tata aims to plug the gaps in its portfolio that covers only 60 per cent of the total market space right now, according to the company.
As a result of its recent success, the Sanand-based manufacturer has been able to stay abreast with its rivals. In September, the company sold a total of 14,601 units, at a 24 percent YoY growth, to end up as the fifth bestselling carmaker in India. And with more new launches on the cards for Tata Motors, the purple patch might well continue for a little longer.