Tata Motors, which has lost some traction in the automobile market in the recent past, is making a strong comeback. This is at a time when there are concerns that despite having a quality product portfolio, lack of international appeal has been a drag on the automaker’s brand value. Therefore, the Tatas have now decided to focus on reinventing the brand, and has taken the first step in this direction by roping in ace footballer Lionel Messi as its brand ambassador.
The Messi effect
Tata Motors seems to have moved substantially closer to achieving its aim of winning international attention by appointing Lionel Messi to drive its brand. With Messi, in his blue Tata Motors jersey, displaying his dribbling skills on television screens and social media across the globe, Tata Motors is fast becoming a recognized brand among the global public at large.
Jaguar Land Rover
People closely tracking the automobile world know that Tata Motors does not have to rely on Messi to promote its brand. Jaguar Land Rover, which is the global leader in automotive luxury and elegance, is owned by Tata. With such a big brand under its group, the company actually does not have to depend on any big celebrity. But then, Messi creates a connect at the personal level with the common man better than the Jaguar Land Rover and that too especially at a time when football is finding a rapidly growing fan base in world’s most populous democracy.
Hexa, Kite and Nexon
A new line of products is what helps any automobile manufacture attain a pivotal position in the market. Tata Motors is planning to launch three new vehicles by the end of the next year. One of them is a small car that is smaller than the Bolt, a compact SUV to tap the growing demand for such vehicles in the country and a real SUV.
Small Car: Kite
The product’s name may be changed once it is market ready since Kite is actually the code name of Tata’s small car. This small hatchback will be priced slightly over Rs 3 lakh and is expected to replace Tata Motor’s old warhorses Indica and the Indigo.
The Kite, designed at Tata Motor’s technical centre in Europe, will come with global safety features and will have latest technology and modern facilities. The car will be built on an entirely new platform and will have two engine options – a 1.2 litre Revtron petrol engine and a one litre diesel. Both the diesel and petrol engines are three-pot units.
Mini SUV: Nexon
This mini-SUV that was first showcased as a concept car in the 2014 auto expo will be unveiled as a market ready mini SUV in the 2016 auto expo. The Nexon (which may be only the mini SUV’s codename), is expected to hit the roads by the end of 2016. The SUV that is not longer than four meters, will take on Ford’s Ecosport, and will be available from Rs 7 lakh onwards.
Nexon is based on the Bolt and the Zest platform. The latest generation of engines includes a 1.5 litre Dicor Diesel engine and a 110 bhp, 1.2 litre Revtron petrol engine. The Nexon is expected to be a value for money product like most Tata offerings.
The Big SUV: Hexa
The lessons Tata Motors learnt from Aria is put to good use in its latest, Hexa. Developed on the Aria’s updated platform, the Hexa looks totally different and is in fact bigger and aesthetically appealing than the Aria. The Hexa comes loaded with features including with Land Rover’s multi-drive mode system. The 2.2 litre diesel engine that dishes out 154 bhp is miles ahead of the old Dicor series. The Hexa will come with safety features that match the global standards.
We should all be proud of Tata Motor’s growth from an Indian company to a truly global car manufacturer.