With Aria, Tata Motors seeks an image makeover

19 Oct 2010 Evaluate

Tata Motors is looking for an image makeover with the ‘Aria’ crossover. It is the most expensive product in its passenger vehicle portfolio with a price tag of Rs 15.5 lakh for the top version also it is the first-ever crossover vehicle made by an Indian company.

The company appears to be targeting high networth individual buyers with Aria, against its present customer profile of fleet owners for the existing utility vehicles such as Safari and Sumo. Built on the newly designed ‘X2’ platform, Aria is expected to catapult Tata Motors from a company largely perceived to be catering to the commercial (taxi) segment, with its Indica and Indigo cars, to a company which sells premium vehicles.

Aria is expected to provide the company with a vehicle which straddles more than one segment - sedans and utility vehicles. This car comes with multiple features not seen in crossovers currently available in India.

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