1. Zest & Bolt fail to revive Tata Motors’ ‘comeback’ bid

Zest & Bolt fail to revive Tata Motors’ ‘comeback’ bid

They were billed as the comeback cars for Tata Motors in the passenger car segment but if one goes by sales figures, clearly Zest, a compact sedan, and Bolt...

By: | Mumbai | Updated: September 23, 2015 10:17 AM

They were billed as the comeback cars for Tata Motors in the passenger car segment but if one goes by sales figures, clearly Zest, a compact sedan, and Bolt, a hatchback, have failed to capture the consumers’ imagination.

It’s been almost a year since Zest was launched and more than six months of the launch of Bolt but the two notched up dismal numbers in July – Bolt sold a mere 433 units while Zest 1,458. Since Zest is supposed to compete with Maruti’s Dzire and Honda’s Amaze its performance is clearly less than satisfactory for Dzire sold 19,716 units during the month and Amaze 4,589 units. Even Bolt was far behind its competitors the likes of Maruti’s Swift and Hyundai’s i10, which sold 18,870 units and 8,691 units respectively. Even Volkswagen’s Polo, which is not a very popular car sold 2,583 units, much higher than Bolt.

During the April-July period of the current fiscal, Bolt sold 2,240 units in the domestic market, while Zest sold 7,177 units. During the same period, Dzire sold 71,652 vehicles and Amaze 17,984 units. In the hatchback segment, volumes of Swift, i10 and Polo stood at 71,822, 36,565, 11,024 units, far higher than Bolt. In fact, during the period, Nano, which was billed as “unsuccessful” did better than the two new launches with the addition of a new variant, Genx Nano as it sold 6,671 units.

For the month of July the good old Indica from the stable of Tata Motors’ emerged as the most sold vehicle for the company, notching up 3,118 units. For the April-July period also Indica showed a better performance with sales of 11,527 units, higher than those of Zest and Bolt.


According to analysts, what emerges is that while Indica has held on to its target audience – the taxi segment, the new launches, Zest and Bolt have failed to capture the imagination of the segment they were targeted at.

“The Genx Nano has emerged as a preferred city car and I am also pleased with the performance of the Indica”, said Mayank Pareek, President, passenger vehicle business unit, Tata Motors. Due to the lacklustre performance of the two new products – Zest and Bolt –  their capacity utilisation ranges between 31-33% at present. “The manufacturers  need to look at the changing customer preferences, cut throat competition before launching new products as the market has become very dynamic. Focus should be on creating value proposition,” said, Abdul Majeed, Price Water house Coopers.

According to Puneet Gupta, associate director, IHS automotive Tata Motors needs to change the price and positioning of the products and should increase its focus on those cities  where consumers still have inclination to own Tata brand products.

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Tags: Tata Motors
  1. A
    Amar Singh
    Sep 22, 2015 at 10:29 am
    Nano Gen x AMT (automatic variant) should capture the market in near future just like Honda Activa Scooter, a craze which may be compared with the craze of Original Superstar Rajesh Khanna, as Gen x XTA variant gives unimaginable features within Rs.3.50 Lakh budget. It is nice to look as well as butter like smooth while driving. Excellent innovation by TATA with Clutch less and Creep function oriented city smart car.
    1. A
      Sep 24, 2015 at 12:40 pm
      TATA embles cars with the cheapest quality spare parts. Once you own a TATA car, you need to keep on earning money just to keep it running. I own a VISTA. As soon the warrant period got over, I am having to replace each and every part in the car from my pocket. Why is it that even after so many years of manufacturing cars, they dont procure quality materials?
      1. Himanshu Singh
        Sep 23, 2015 at 10:37 am
        I don't think that there is an inclination to buy/own a Tata b anywhere in India. The b is hurt by the damage done by Indica and its truck (more than a taxi) like image. With zest and bolt, Tata only marginally improved on the looks but nothing on perception. In order to be successful, they must first understand what is plaguing its cars. It is not the looks or specs but ultimate end product. It simply does not have the refinement or feel of its compeors. Once Tata solves this mystery, it must design a car from scratch make it look completely new. Bolt and Zest still have a lot of design elements of the Indica and that will not help Tata at all.

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