Zest and Bolt fail to revive Tata Motors’ sales – Report

Posted on: Sep 24, 2015 - 3:39pm IST

Capacity utilization down to 33 percent.

A report on the Financial Express cites how the Tata Zest and the Tata Bolt have failed to uplift Tata Motors’ sales performance. The duo were launched in the previous fiscal with much enthusiasm, however, their sales figures are yet to drive past competitors.

Tata Zest front at the 2015 Nepal Auto Show
Its been over a year since the Zest was launched, and an anniversary edition was introduced just recently.

The Zest, for example, was introduced in August 2014, as a rival to the Maruti Dzire, Honda Amaze and Hyundai Xcent. However, its sales figures saw a steady decline from March through July 2015. Sales of the Zest this calendar year (Jan-Aug) stand at 16,714 units, whereas Maruti sold 19,533 units of the Dzire only in the month of January 2015! In case of the Amaze, Honda sold 22,000 units of the compact sedan within the first three months of this year.

Sales data of the Bolt are a lot more dismal. Its launch month of January saw the best sales at 2,457 units, but just like the Zest, numbers have been steadily decreasing; the month of July 2015 saw sales at an all time low of 433 units. Tata has sold a total of 8,823 units of the Bolt from Jan-Aug 2015, whereas the Swift sold 18,870 units in July alone, while the Grand i10 sells 8,500+ units each month.

Tata Bolt front at the 2015 Nepal Auto Show
Sales of the Bolt have been hovering in triple digits for several months now.

Also read: Tata Hexa caught testing for the first time

According to the report, capacity utilization for these cars hovers between 31-33 percent.

While the Bolt and Zest are receiving a lukewarm response, Tata is planning on introducing the next lineup of ‘new’ cars. According to a report, the Tata ‘Kite’ hatchback will enter production in December 2015 at Tata’s Sanand plant. It will be followed by a compact sedan based on it.

Tata Zest – Image Gallery

Tata Bolt – Image Gallery

[Source – FinancialExpress]

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8 thoughts on “Zest and Bolt fail to revive Tata Motors’ sales – Report

  1. silicon evolutions says:

    They should take feedback n improve Zest very well manner, So many peoples in india still prepare indian vehicle,But TATA not giving needy things, Iam expecting A ZEST with modifications like Decrease height for sporty look,Rear Light box width to decrease, Provide dead pedal or keep space for left leg after clutch use at left of Clutch,Minimise vehicle weight to improve average kmpl,THEN SEE How ZEST will ROCK.

  2. alok dwivedi says:

    Most important point to consider here is to touch the magic figure of 20 KMPL by the much hyped REVOTRAN motor and secondly to reduce the car’s weight to show what a petrol turbo motor actually is, and lastly; equip the sales team with information as hardly any of them is capable of describing about this engine and HK infotainment system.

  3. Shrikant says:

    Zest is an awesome car….the quality of everything u name is top notch…I can say that as I own one (Zest diesel XT). The engine is the proved one which even the competition are using….However, the image (poor quality and longevity) will take some time to revive. But good work needs to be kept up……recently I saw the anniversary edition….Hopelessly designed features except for the rear curtain….remember the car should look good and should remain to be one for years to come…. e.g The Vista currently is hopeless looking car and has aged….I owned a Vista Aura ABS too….and used it for 1,00,000 kms and sold it for INR 2,80,000/-…. no problems at all hence went ahead with buying the zest as m sure it will give me the similar experience throughout. Believe in yourself and give the best every time you reintroduce the features.

  4. Amit says:

    Tata needs to rethink its strategy here, they always overprice their cars in the line of competition. Indian psych is like if we can buy international brands why would we go for Indian one. Zest is a good car and with amt tata had a winner but i dont understand why would tata price bolt optimistically when they undertuned the engine, no amt and no boot ofcourse??? Tata is in no position to experiment, they need to follow indica and indigo strategy ie undercut competion with good margin to shine value for money card.

  5. Ganshram says:

    Very poor Marketing by TATA. Zest is way ahead of Dezire and Amaze in terms of refinement, equipment level, ride and handling and space etc

    Some of the reasons for failure:

    1. 333 a Confidence Boosting Initiative by TATA ML was discontinued- because it hurts the dealers-they cant mkae money out of spares- they get only reimbursed for labour.

    2. Even the Basic model had Alloys- this is available only with XT version.

    More than anything the sales team at Dealer’s outlet barring Concorde Motors are really not interested in selling . No drive to drive out a Zest or Bolt from the showroom.

    They dont fully explain the features and safety of TATA Cars not they are fully aware of features of the Car

    I own a Zest XTA- a truly wonderful car by TATA and has features matching HONDA City V vatiant except for Electrically retracable OVRM aand Rev Parking Cam.
    Iam excited with the performance of XTA.

    A No Nonsense approach is needed by Mr Cyrus Mistry to put back TML blazing on the track.

    Wish TATA a Great Success

  6. Pcsram says:

    Tata motors should go back to what is knows best – making trucks!!!

  7. Joy says:

    I don’t think tata is ready to learn important things. Tata, first leave all the current platforms and engines. They are showing neither performance nor efficiency. The cars are heavy including nano. Engineering levels have to go up. Same with the brand management. Just calling the cars ‘all-new’ in advertisements doesn’t work. People these days tend to know things. Even mahindra cars don’t have engineering levels of foreign competitors. Somehow they are surviving. Just a matter of time before they too feel the heat.

  8. Chinmaya Samal says:

    the way TATA used to design their car i feel is main cause many people are unwilling to buy these cars. For example TATA MANZA is a great car but if we consider the design it awkward. They have to take cue of Hyundai i20 design and study their success.


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About the Author
Anjan Ravi

I'm the assistant editor of IAB, a true-blooded petrolhead. Hope you enjoy our news stories, launch coverages, motorshow coverages and test drive reports.