The auto sector slowdown notwithstanding, Tata Motors has just launched the Altroz marking its entry into the premium hatchback category. The new launch will be available in five trim levels across all Tata Motors authorised dealerships at an introductory price starting from INR 5.29 lakhs for the petrol version and INR 6.99 lakhs for the diesel version. Altroz will come with 6 different factory-fitted customizable options to be chosen from 4 packs – the Rhythm, Style, Luxe and Urban. Even before the budget can be rolled out, this is a bold move from the auto player. The brand, clearly buoyant about the industry despite what the naysayers have to say, has made its objectives clear with this big launch at the start of the year, making a strong point about how it expects the sector and the economy to get back on track.
Hosting a mega blockbuster launch event, Tata Motors also simultaneously launched 3 fully BSVI ready cars, becoming the first manufacturer to introduce four models in a single event. Leading the line-up with the Altroz, the showcases for the event also included the Tiago, Tigor and the Nexon.
Speaking at the launch, Guenter Butschek, CEO and Managing Director, Tata Motors, said, “This is when we start writing a new chapter. We promised to kick-start the year with a product offensive and here we are. The future of efficient, green, sustainable mobility solutions needs to translate into reality and we have made a start by bringing the new generation of BSVI solutions to the market. 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 BSVI 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.”
Pointing out that these are mega launches for the brand, Vivek Srivatsa, Head Marketing, PVBU, Tata Motors stated that the brand will go all out in its campaign strategy for the new launches. Commenting on the current situation in the auto segment, he said, “Last year, we saw a lot of uncertainty but then every industry sees its share of speed hurdles. We are a 5% market share player and we cannot afford to think about what the slowdown might bring for the brand or the sector. We are very focused on the customer, we are doing what is right for the customer and we believe that is what will help us grow.”
Speaking of the positioning for the new Altroz, he added, “The only positioning is that it is gold standard. The key pillars are safety, design, technology and driving pleasure. We believe that we have given a truly international quality product across all these pillars. It is clearly the best looking car in the segment. It is a clear message we have sent out across the segment. We want to be among the top two in the segment with the launch of Altroz. This is a segment dominated by two players and we want to make sure we’re right at the top.”
The Altroz campaign rolls this week across all channels and platforms. Lowe Lintas has delivered the campaign for the car’s launch, a campaign that clearly demonstrates its premium quality and its superiority in safety.