Tata Motors seeks image rebirth with hatchback Zica

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New Delhi, Jan 13 (ANI): Tata Motors Ltd. is all set to make a comeback this month with a curvaceous hatchback, Zica, which is likely to remove the low-cost, boxy models often associated with taxis, kicking off an image-centered strategy for a brand with newly global aspirations.

“The Zica will be followed over the next three years by more hatchbacks and sport utility vehicles, plugging gaps in Tata’s line-up,” said chief engineer Tim Leverton.

“Meanwhile, Tata will adopt a modular production approach – where components are common across models – to cut costs and raise quality,” Tim added.

India’s fifth-biggest automaker – owner of Jaguar Land Rover Ltd (JLR), a luxury brand patronized by the British monarchy – has struggled to dispel perceptions of cheapness since releasing the Nano seven years ago for under USD 3,000.

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Tata’s response begins with the Zica. The car was designed by an international team resulting in a more modern look, built with higher-quality materials and equipped with up-to-date features such as an infotainment system – all endorsed by world soccer player of the year Lionel Messi.

The Zica will compete with vehicles in a similar class from Maruti Suzuki India Ltd. and Hyundai Motor Co. with the price range starting from Rs. 4 lakh. (ANI)

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