Tigor launched at Rs 4.7 lakh: Tata eyes a seat in Swift Dzire's market

Tigor launched at Rs 4.7 lakh: Tata eyes a seat in Swift Dzire's market [It comes in four variants in the price range of Rs 4.7 lakh to Rs 6.19 lakh] Upping the ante in the crowded compact sedan category, Tata Motors on Wednesday launched Tata Tigor, its third product in the tax-efficient sub-four metre sedan segment.

The biggest selling point for Tigor is its aggressive pricing. At Rs 4.7 lakh for the base petrol variant, Tigor is now the cheapest compact sedan in the country and even undercuts Tata’s existing models. For example, the largest-selling car in the segment - Swift Dzire - starts at Rs 5.27 lakh, while the base petrol version of Indigo CS, from the Tata stable, is priced at Rs 5.03 lakh.

Besides Indigo CS, Tata Motors also sells the Zest in the segment, but has not been able to break the dominance of Maruti Suzuki’s Swift Dzire in the category. The compact sedan and hatchback category, accounted for over 40% of car sales in January 2017, at over 114,000 units.

Maruti accounted for 56,000 cars in the category, with Swift Dzire selling over 18,000 units in January 2017.

The Tata Tigor 1.2-litre petrol model comes in four variants in the price range of Rs 4.7 lakh to Rs 6.19 lakh, while the 1.05-litre diesel engine mounted models starts at Rs 5.6 lakh and goes up to Rs 7.09 lakh in Delhi. The Tigor is the second all-new launch by Tata Motors in 2017 after the sports utility vehicle Hexa in January, which, the company claims, has notched over 2,000 retail deliveries.

Launched in April last year, Tiago sold close to 60,000 units and has helped the company pull buyers back to its showroom. Tiago, which, too, was a price warrior like Tigor, was the first successful launch by Tata Motors after a series of lacklustre product launches. The company is now trying to build on Tiago’s success by launching a new series of stylish products to attract young buyers and expand its sales and service network.

“With Tiago, Tigor and Hexa, we now cover 51% of the addressable market. But I have 49% of the market unaddressed. But I am very sure we have made the right beginning with these models and are very much on track,” Mayank Pareek, president-passenger vehicles, Tata Motors, said after the launch.

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