Tata Motors has launched its first passenger vehicle, ‘Altroz’, in the premium hatchback segment. The manufacturer also launched three other passenger vehicles in the BS VI ready segment.
Speaking at the launch, Vivek Srivatsa, Head Marketing, PVBU, Tata Motors, said, “We are in the best place to take the story forward.”
Speaking about the challenges faced by the company in 2019 due to the slowdown in the sector, he said, “It was challenging, the industry was going up and down, so we had to study the shift and we took a long-term approach towards 2019.”
Talking about the target market for Altroz, he said they are focusing on the ‘younger affluent’ segment.
Srivatsa said the campaign is a mega launch; however, their focus will majorly be on digital along with other mediums. “It’s a mega launch, we’ll be present across media, but within the media, our media planning will focus more on slightly younger customers compared to the entry hack segment. So we will focus on the younger affluent. Our choice of TV and outdoor will be based on that. We will also very strongly be on digital; in fact, most of the campaign has been on digital and awareness has been through social media,” he added.
Asked about the segmentation of the car, Srivatsa said they want to place it as the best car in the hatchback category. “It is not only a market segmentation line, we have also put engineering, manpower, and resources into it to make it the best and said with ‘Altroz’, Tata aims to be the best car in the premium hatchback segment.
Along with ‘Altroz’, Tata also launched three BS VI ready cars, the Tiago, Tigor and Nexon. Talking about the segmentation of the three cars, Vivek Srivatsa said safety, design and driving pleasure will be the key marketing features.
Speaking at the launch, Guenter Butschek, CEO & Managing Director, Tata Motors, said, “We are delighted by today’s firework of launches, all in this single event and introduce the new face of Tata passenger cars which are not only BS VI ready but are designed and developed to truly enhance the value proposition for our aspiring customers. With the class defining, new premium hatchback, Altroz, we are expanding our market coverage further. We have lots more in store for 2020 and we have just commenced unveiling our well-defined future product portfolio.”