Tata Motors has launched its new hatchback, Tiago NRG. After launching the six variants of XE, XM, XT, XZ, XZA and XTA, the Tiago NRG is the latest variant introduced by the brand. Vivek Srivatsa, Marketing Head, Passenger Vehicle Business Unit, Tata Motors talks about the brand’s new launch in the context of the upcoming festive season…
ON THE NEW LAUNCH: The new Tiago NRG has a youthful appeal, which works well for consumers in the big cities but at the same time has the kind of functionality that will suit consumers in the smaller markets with bad roads. The new launch has been competitively priced at Rs. 5.49 lakh (ex-showroom) in New Delhi for the petrol variant and Rs. 6.31 lakh for the diesel variant.
CASHING IN ON THE FESTIVE SEASON: This is in fact our second introduction in the same month, right in time for the festive season. We had also launched the Tata Nexon Kraz last week. We have a couple more launches in the pipeline within the next 30 days, and so we are looking forward to a great last three months in the calendar year. For the new Tiago NRG, we plan to roll out the marketing campaign within a week. Until then, we are looking at creating the right kind of buzz with PR. Since we are looking at a total of 600 outlets pan India, TV will be a big part of the media mix, with a fair bit of Print and Digital as well.
ON THE TIAGO BRAND: Tiago is a strong brand name by itself and has been among the top 10 hatchbacks in the country. Its market share within the segment is 10%. It has been 2.5 years since we first launched our first Tiago model, and it has been growing steadily. We started at about 3,000 numbers per month and now we are at 8,000 per month.
ON THE NEW LAUNCH: The new Tiago NRG has a youthful appeal, which works well for consumers in the big cities but at the same time has the kind of functionality that will suit consumers in the smaller markets with bad roads. The new launch has been competitively priced at Rs. 5.49 lakh (ex-showroom) in New Delhi for the petrol variant and Rs. 6.31 lakh for the diesel variant.
CASHING IN ON THE FESTIVE SEASON: This is in fact our second introduction in the same month, right in time for the festive season. We had also launched the Tata Nexon Kraz last week. We have a couple more launches in the pipeline within the next 30 days, and so we are looking forward to a great last three months in the calendar year. For the new Tiago NRG, we plan to roll out the marketing campaign within a week. Until then, we are looking at creating the right kind of buzz with PR. Since we are looking at a total of 600 outlets pan India, TV will be a big part of the media mix, with a fair bit of Print and Digital as well.
ON THE TIAGO BRAND: Tiago is a strong brand name by itself and has been among the top 10 hatchbacks in the country. Its market share within the segment is 10%. It has been 2.5 years since we first launched our first Tiago model, and it has been growing steadily. We started at about 3,000 numbers per month and now we are at 8,000 per month.
