Tata Motors launched Xenon inward 2008. When the build was launched, it was positioned every bit a lifestyle pick-up truck. Nine years downwards the line, the build has grounded itself every bit a pickup truck. Tata Motors has e'er been thinking ahead of times.In 2008, Xenon was trying to exercise a novel marketplace lay for urban pickup trucks which are real pop inward western world. This was targeting people who owned pocket-sized businesses or adventurers who would similar to go amongst a lot of stuff.
But somehow the marketplace lay was non warming upwards to Xenon to the extent which Tata Motors expected. The production is inward a niche market. Now of a precipitous at that topographic point is a renewed involvement inward the segment resulting from the launch of Isuzu D-Max pickup truck. The launch of Isuzu may renew a lot of involvement inward the segment which has real few brands similar Mahindra Scorpio Getaway as well as Xenon.
In damage of branding, what is interesting is that Xenon has expire to a greater extent than Desi inward the novel avatar. The relaunch of Xenon is right away every bit Xenon Yodha. The positioning besides has changed from a lifestyle production to a utility vehicle. That is a big shift every bit far every bit the build is concerned. The lift features the build ambassador Akshay Kumar who right away endorses all the commercial vehicles of Tata Motors.
Another interesting matter is that Isuzu has positioned its D-Max every bit a lifestyle pickup rather than a utility vehicle. One of the reasons for the ho-hum offtake of this lifestyle pickup truck is the regime regulations in all likelihood insists that these trucks tin alone last registered every bit commercial vehicles. Influenza A virus subtype H5N1 twin cab pickup truck costs to a greater extent than than 10 lakhs as well as the value for coin proffer does non fit upwards for a non-commercial use.
