Tata Indigo is doing long term damage to the image of Tata Motors
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If you do not change with time, the time will most likely change you. It's the same story with Tata Motors who were once on top of their game with prudent utility vehicles like the Safari and the Sumo in its portfolio. However, banking on the same products for years and bringing in mild facelifts of its cars, its market share reduced to mere single figures. A couple of year back, the automaker's India portfolio revolved around cars such as the Indica, Indigo or the (in)famous Nano. The Indigo, in particular, was not always a sub-4m car. It was a 'complete' sedan with a proper boot until the historic decision to give excise benefits to cars under 4m was taken in the 2006 Union Budget to make India a global small car manufacturing hub. This decision completely revolutionised the Indian automotive industry forever.
Tata became the first automaker to reap benefits of the new law by slashing the boot of the Indigo. At 3998mm, the Indigo CS became the world's smallest sedan then, and with Rs 50,000 slashed over the regular Indigo's sticker price, it soon climbed the sales chart. However, the current state of the sedan isn't inspiring – only 462 units were sold in February, 2017.
Worth reading: 2017 Maruti Swift DZire: Tata Tigor's Biggest Threat?
Is it still logical for Tata to keep the Indigo going and keep refreshing the black sheep? Well, it may still roll out of dealer floors, but in the long run, it will damage the image of 'transformation' that Tata Motors portrays these days. Back in 2011, If we would have asked you what comes to your mind about Tata as a brand, you'd have instantly said a truck maker that also manufactures some cars. Fast forward to 2017, things are changing for good and its brand is now more youth-centric with contemporary designs and high-tech features in its vehicles.
And its latest entrant, the Tata Tigor, promises to be one such vehicle which could help Tata gain good volumes. The Tigor is set to disturb the sales figures of the segment leader, the Maruti Swift DZire and the sub-4m segment as a whole. Juxtapose the Indigo CS with the Tigor and you immediately realise that, with its mediocre looks, shoddy interiors and limited features, it will only create a negative perception of Tata as a brand. Thus, we think it's time to bid adieu to the past (read: Indigo) and focus on the future (read:Tigor).
Do you also feel the same about the Indigo? Do let us know via the comments section below.
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