The Tata Aria has always been a slow seller in the market thanks to premium pricing and Tata’s brand image of making cheap and value for money vehicles. The lacklustre sales prompted the company to introduce a sub Rs. 10 lakh base variant last year to push sales but this move did not result in the expected sales figures. Now the company has slashed the price of the base variant by another lakh rupees to garner more sales in the lucrative festive season period.
The base Tata Aria LX 4×2 now costs Rs. 8.85 lakh (ex-showroom Delhi).
The sales figures of the Tata Aria do not truly reflect the competency of the vehicle as the premium MPV comes loaded with features and is powered by a 2.2 litre 4-cylinder diesel engine producing 148 BHP of power and 320 Nm of torque, figures which are higher than the competition. The top-end Prestige variant also gets a 4-wheel drive system.
Tata Motors’ flagship, the Aria, was launched as a premium offering in the MPV segment to take on the Toyota Innova but has since failed to make an impression, especially in terms of sales. Statistics show that the company has sold a meagre 123 units of the vehicle per month this year which pales in comparison to the Innova’s sales average of 3,847 units. Add to that, competition from other premium SUVs such as the XUV500 and it’s own sibling the Safari Storme the performance has been dismal. Plus, the introduction of the new Mahindra Scorpio will only make matters worse.
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