Tata Tiago fails to match sales of competitors like Suzuki Celerio, Hyundai i10

When Tata Motors launched its latest hatchback Tiago, the company projected the vehicle as the one which would kick-start the revival of its passenger vehicle business.

By: | Updated: May 20, 2016 12:46 PM
Tata Tiago launch price Though, the initial performance of Tiago will give the much needed fillip to the Mumbai based car maker, it will still have to cover a long distance to match the performance of Celerio and Grand i10.

When Tata Motors launched its latest hatchback Tiago, the company projected the vehicle as the one which would kick-start the revival of its passenger vehicle business. A month after the launch the Mumbai-based company has managed to sell 3,022 units of the vehicles, which is significantly higher than the rest of products in its portfolio but way less than what its competitors sell in the segment.

The segment in which the Tiago operates is dominated by popular products like Maruti Suzuki Celerio and Hyundai i10. Given the performance of Tata Motors and its products in the passenger vehicle unit, Tiago has managed to deliver a decent performance in the first month of its existence.

A dealer in Mumbai said that the, they have received 600 bookings for Tiago in the first month which is quite high for a product from Tata Motors. The company has also made available the car in every dealership the day it was launched.

According to a dealer, post the launch of Tiago things have changed in the after sales service of the company. Now, when the car is being sold, the information about the owner and the vehicles goes directly to the service centres which will help the customer while getting his or her car serviced at a later date.

The role of a sales executive and after sales service executive has been clubbed at most the dealerships which will make life easier for customers post owning the vehicle.

Though, the initial performance of Tiago will give the much needed fillip to the Mumbai based car maker, it will still have to cover a long distance to match the performance of Celerio and Grand i10.

In April Maruti sold 8,548 units of Celerio while Hyundai sold 9,840 units of Grand i10. The performance of the Tiago is of paramount importance for Tata Motors passenger vehicle business as products like Zest and Bolt which sold around 1,419 units and 290 units respectively, have failed to attract volumes for a very long time.

Tata Motors will have a busy 2016 and 2017 as the company is expected to launch three new products like Hexa, Nexon, Kyte sedan in different segments like compact utility vehicle and sedan.

“We would like to change the brand perception of Tata Motors with the Tiago. The response has been good as we have received one lakh enquiries. Our dealership infrastructure has also changed and the executives there have been given training separately,” said Girish Wagh, head project planning and program management of Tata Motors.

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