The Telegraph
Wednesday , August 13 , 2014
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Tatas show Zest for road race

Ranjit Yadav (left) in Mumbai on Tuesday. (PTI)

Mumbai, Aug. 12: Tata Motors today launched its first passenger car in four years as part of efforts to boost its share in the difficult domestic market. Called Zest, the base petrol variant for the compact sedan sports a price tag of Rs 4.64 lakh (ex-showroom, Delhi), while the diesel variant starts at Rs 5.64 lakh.

Zest will compete with the Hyundai Xcent, Honda Amaze and segment leader Maruti Suzuki Swift Dzire in this sub 4-metre sedan segment.

For Tata Motors, the launch is crucial as it has been losing market share in the highly competitive passenger vehicle segment. For the first quarter ended June 30, its market share stood at 4.2 per cent from a little more than 10 per cent a couple of years ago.

The company is planning to launch two vehicles every year till 2020. As part of this product strategy, Zest will be followed by the hatchback Bolt later this year.

The Zest will be sold in over 470 company outlets from today.

It is being manufactured at the Pimpri and Ranjangaon Plant in Pune on a new platform. The car will be available in four trims in petrol and five in diesel. The range will come in six colours.

“Both the petrol and diesel versions come with their unique segment-firsts and we are confident it will delight our consumers with its design, driving pleasure and great connectivity features,” Ranjit Yadav, president of the passenger vehicles business unit, said today.