Record bookings for Tata Tiago, hatchback to transform ailing automaker's fortunes

Can the Tata Tiago be that one product that will transform the ailing automaker’s fortunes? The small city car which was launched on April 6 has garnered over 15,000 bookings by the end of April which is impressive by Tata Motors’ standards.

In its first month, the Tiago emerged as the best selling Tata car with sales of around 3,500 units. The figure is set to increase in the coming months as the company attempts to complete the orders in time. The strong response for the product not only comes as a huge relief for the company but also to its vendors and dealer partners.

With the Bolt and Zest failing to sustain the initial momentum, all eyes are on the Tiago. It’s imperative for Tata Motors to ensure that the new vehicle doesn’t fade away after a strong first few months. Apart from coming up with a highly attractive introductory starting price of INR 3.20 lakhs (ex-showroom, Delhi), the

Apart from coming up with a highly attractive introductory starting price of INR 3.20 lakhs (ex-showroom, Delhi), the company is also going all out in its marketing campaign. Football icon Lionel Messi has been roped in as brand ambassador for the “Made of Great” campaign. There is a special emphasis on attracting female customers too.

The Tata Tiago is available in both petrol and diesel engines. The 1.2-litre petrol motor produces 85 PS and 114 Nm of torque while the 1.05-litre diesel engine is good for 70 PS and 140 Nm of torque.

This article first appeared on Rushlane.com