Tata Motors target youth with HorizonNext strategy - Report

12/12/2014 - 11:30 | ,  ,   | Jayashankar Menon

Cars like the Zest and Bolt are aimed at a younger audience.

The evolution of Tata Motors from a truck manufacturer six decades ago to a passenger car manufacturer of standing repute was not easy. All the passenger car products Tata Motors made never captured the imagination of the youth. Under the new leadership, the auto maker changed its strategy.

Tata Bolt press image interior
The high-end Harman infotainment system that comes on the top-end variants of the Bolt and Zest appeal to the tech-savvy youth.

The first strategic move of Tata Motors was the prize catch of Mayank Pareek, who is part of the success story of Maruti Suzuki reaching the top slot in the Indian market. Not resting under the laurels of reaching out to the youth with Zest and Bolt cars, the company not only dug deep into the rural markets but also laid emphasis on segmented marketing.

Zest, which surpassed the sale of Honda Amaze for two months on the trot, also managed to catch up to the Hyundai Xcent. If earlier, with Tata Indica, the focus was solely on fleet owners, with the advent of Zest, Tata Motors is very much into the passenger car segment eyeing young family members and eventually entering the pole position. The Bolt is expected to mirror the Zest's success when it goes on sale next month.

Tata Bolt 1.2T headlight and foglight Review
Design is one area where Tata wants to bring freshness to their cars.

Also read: Review - Tata Bolt

HorizonNext strategy, with three aspects of DriveNext, DesignNext and ConnectNext, is bound to attract the youth, with each aspect standing for excitement, looks and connect, according to the company.

[Source - Economic Times]

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