Strong dealership network in the European region will play a key role in the success of the Tata Motors? Pixel, a new city car concept for European market and based on the Tata Nano. The Pixel is expected to compete against models like Suzuki Alto and Nissan Pixo, which sell at a starting price of around euro 8,000 in the market, say industry observers.
The car?s concept was unveiled by Tata Motors at the recent Geneva Motor Show. It is expected to hit the European roads by 2013. The incentives to assist in the uptake of electric cars and other low-emissions vehicles in the European region is seen to benefit cars like Pixel from such schemes, say industry observers.
Currently, Tata Motors? passenger car exports to the European region is miniscule and the company is learnt to have limited sales activities in southern Europe including markets like Spain, Poland and Italy, with no presence in some important markets ? like the UK. However, the company will be introducing its Indica Vista electric vehicle to fleet customers in the coming summer in the UK, said a Tata Motors spokesperson, adding that the company has distributors in the said markets who, in turn, have appointed the dealers. Jonathon Poskitt, head of sales, forecasting, Europe, JD Power Automotive Forecasting said, ?Tata Pixel would fit into the basic segment (‘A’ segment, the smallest classification of car) which was 9.3% of the European car market in 2010 (1.5 million units). Owing to its size and probable low price point, there may be few models it competes directly against. For size, the Toyota iQ could be viewed as a comparable model, though its price would be relatively high compared to the Pixel (Even Mercedes-Benz’s Smart).
The five-door Pixel may be seen to compete against the Suzuki Alto and Nissan Pixo (starting price of the latter circa euro 8,000).? By 2015, the ‘A’ segment is expected to make 12% (around 1.9 million units) of the total automobile market in Europe. Eric Wallbank, director -automotive, Ernst & Young LLP, said, ?One factor that existing manufacturers have in their favour, over a new market entrant, is an established dealer network. This is essential as consumers still expect to go to a dealer to buy a car and for subsequent servicing.? Some of the new entrants expected to enter the city-car segment in the European market in the next couple of years include electric city cars from Renault and also the new small Mini concept, that was showcased at the Geneva Motor Show.
But the new Mini is not expected to it the market until 2015-16, said Wallbank.
A spokesperson from Tata Motors, said, ?The Tata Pixel is our concept of a city car for Europe ? spacious yet highly manoeuvrable and environment-friendly. We are yet to be ready to share any information on production, markets and launch.?