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Experiential marketing plays key role in Tata Motors' Hexa launch

19-January-2017
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Experiential marketing plays key role in Tata Motors' Hexa launch

Tata Motors yesterday announced the commercial launch of its flagship offering, HEXA, in the Utility Vehicle (UV) market. With the UV market recording a growth of 32.6 per cent in 2016-17, Tata Motors hopes to ride the wave with the feature-loaded, competitively-priced HEXA.

The numbers game

Mayank Pareek, President – Passenger Vehicles Business Unit, Tata Motors, spoke about the year-on-year growth of Tata Motors viz-a-viz industry growth and how HEXA fits into the larger scheme of things. “In April-December 2016, Tata Motors recorded a growth of 17.3 per cent with a 59 per cent market share,” he said. With the industry expected to grow at 8.6 per cent this year and Tata Motors poised at no.4 in the industry at the start of 2017, Pareek showed confidence about HEXA making inroads into the UV market.

Guenter Butschek, Chief Executive Officer and Managing Director, Tata Motors, said, “HEXA marks another milestone for us, addressing a larger part of the Passenger Vehicle (PV) market in India. With the recent changes witnessed in the PV segment, the timing was ripe for Tata Motors to make an impact in the UV category.”

Experiential marketing

Experiential marketing has played an active role in the overall marketing efforts for HEXA. Even before its commercial launch, Tata Motors rolled out HEXA to a host of influential personalities such as cricketer Dinesh Karthik, actor Rahul Bose, anchor Rajiv Makhni, author Chetan Bhagat, anchors Rocky and Mayur, amongst others. Additionally, HEXA cafés and HEXA Experience Centres invite customers to get their family along for a drive—one can test the vehicle’s off-roading capabilities in addition to unwinding and having fun with live performances, kids’ zone, pet adoption centre, etc. at the venue.

As part of its after-sales service, Tata Motors promises a premium customer experience with a 24x7 toll-free HEXA Premium Desk, 24x7 live web chat service, and the introduction of a digital service called Tata Motors Service Application (TMSA) to eliminate the process of physical filing of service details.

HEXA has launched at a starting price of Rs 12,08,798 lakh (ex-showroom Maharashtra) for the manual transmission variant, and Rs 14,98,382 lakh (ex-showroom Maharashtra) for the automatic variant.

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