Tata Motors launches new Xenon at Rs 6.05 lakh

Source: The Hitavada      Date: 04 Jan 2017 08:59:02


Jan 3,


TO CASH in on the revival in the 2,00,000-unit per annum pick-up segment, Tata Motors Tuesday launched a new variant of its so far export-focussed premium
offering Xenon and roped in for the first time in its history a brand ambassador for the commercial vehicles business.

The new premium pick-up truck Xenon Yodha, which offered a four-wheel option as well came with a 2.2-litre diesel engine and was priced at almost Rs 50,000 lower than the existing model at Rs 6.05 lakh for the BS-III version and at Rs 6.19 lakh for the BS-IV version, Executive Director for Commercial Vehicles Business, Ravi Pisharody said. When asked about sales expectation from Xenon Yodha, Pisharody said initially they were expecting 1,000 units a month, and he added the existing model grossed up around 20,000 units per annum now, which was mostly from exports.

He said the company in its over 60-year history had decided to appoint a brand ambassador in Hindi actor Akshay Kumar for its entire CV business for four years, as it had been felt that “to get the media space in a cluttered market such a move was necessary”.

“Having said that I don’t think only a brand ambassador would do the job. Of course the product, after-sales service and the overall brand experience and value for money offering matter the most. The media presence is also important in a cluttered marketplace to make you heard and seen. And herein comes the role of a person who the market trusts,” Pisharody told PTI when asked about roping in a 50- plus-year-old as the brand ambassador.
It can be noted that Tata Motors launched Xenon as the first premium pick-up truck in the country nearly a decade ago with twin-AC cabin options.

Due to pricing it being a new category it was not received well by the domestic market. Therefore, it chose Thailand as its commercial launch market, where it manufactures this truck now. Pisharody said the company enjoyed around 18 per cent market share in the 2,00,000-unit per annum pick-up space led by its under 1-tonne runaway success Ace and its variants and Tata 207 and Xenon.