Brand: Hexa
Company: Tata Motors
Brand Analysis: # 572
Tata Aria is dead, Long alive Tata Hexa.
Company: Tata Motors
Brand Analysis: # 572
Tata Aria is dead, Long alive Tata Hexa.
The novel twelvemonth volition encounter the resurgent Tata Motors launching the novel premium crossover Hexa, replacing Tata Aria. Tata Aria, launched inward 2010 failed inward the marketplace seat owing to the steep pricing too positioning problem. Tata Hexa is about other endeavor yesteryear Tata Motors to intermission into the premium segment alongside the Tata branding.
Tata Hexa is equally good a premium crossover - a category which was created yesteryear Aria. However, many customers equate this category to the premium MUV segment too its leader Innova. That was where Aria lost its game. Rather than considering Aria equally a mix of car + SUV, consumers compared Aria alongside Innova, too the equation did non fit. Aria was considered big too hard to maneuver which oftentimes is taken for granted for an SUV too non for an MUV.
In the novel avatar, Hexa looks strikingly like to Aria which tin practise perception consequence for the brand. Tata Motos has priced Hexa betwixt 12 to 17 Lakhs. The pricing is less than the Innova Crysta.
In the typical Tata style, the construct is loaded alongside features too goodies. Hexa equally good comes inward the automatic variant along alongside other models.
The construct has started the bookings too launch cite is already inward air. Watch the cite here: Hexa Ad
Hexa has the tagline " Whatever it takes ". The tagline has 2 interpretation yesteryear the brand. The outset is that the construct has done whatever it takes to convey the best production to the customer. Second is that whatever it takes, the construct performs inward diverse terrains.
The construct microsite equally good has the racer Narain Karthikeyan endorsing the construct too taking the visitor through a 360-degree sense of the product.
It volition move interesting to encounter how Hexa volition fare inward the market. In my view, a lot volition depend on the pricing. Tata is withal to move perceived equally a premium brand. Also, it cannot fit the character perception of Innova. So if Hexa wants to carve a seat inward the market, it has to construct an offering that a client cannot refuse.
