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BY Mitaksh Jain

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Tata Motors unveiled the new model of Altroz, its premium hatchback, last week to commemorate Altroz’s first anniversary. The organization is registering pre-bookings on the car at `11,000. The model has been christened Altroz iTurbo on the back of its 1.2L petrol iTurbo engine. The hatchback can go from 0-100 kmph in 11.9 seconds, the company stated at the launch.

“We are accepting bookings now and the price will be revealed on January 22. We have sold 45,000 units (of the 1.5 litre diesel powertrain) so far in the current financial year and demand continues to be strong,” says Vivek Srivatsa, Head of Marketing, Passenger Cars-Tata Motors while talking about the latest launch. He also added that the new model is expected to add to the volumes and is projected to boost Altroz sales by up to 10%. The new model is also capable of processing commands in English, Hindi and Hinglish on account of its natural voice technology, the company added at the launch event. One year after the launch of the Altroz, the new variant is expected to meet the growing demand for personal vehicles while also adding to the company’s topline.

Srivatsa also noted that resumption of investments, which were curtailed last year due to the coronavirus pandemic, would depend on the market conditions. The iTurbo Altroz is expected to be priced starting at Rs 6.99 lakh as the Altroz’s price currently stands at Rs 5.44 lakh. The Altroz competes against the likes of Hyundai i20 (which released its turbocharged variant recently) and Volkswagen Polo.

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