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Tata Motors seeks new market segment with Indigo Marina

17-September-2004
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Tata Motors seeks new market segment with Indigo Marina

Tata Motors launched its new estate, the Tata Indigo Marina, in New Delhi on Thursday. Marina is the fifth model from the company and is positioned as a spacious, stylish, premium feature car in the ‘C’ segment for mainstream usage. The different versions of the Marina are priced between Rs 4.24 lakh and Rs 5.19 lakh (ex-showroom, Delhi).

The Indigo Marina debuts in three petrol versions with a 1.4-litre 85 PS engine and two diesel models with a fuel-efficient 62 PS turbo-charged engine. The base petrol model comes with manual steering and airconditioning as standard features at Rs 4.24 lakh while the top-end petrol model is priced at Rs 4.84 lakh. The base diesel version comes with heating and airconditioning, power steering and body coloured bumpers as standard features and is priced at Rs 4.80 lakh. The top-end diesel model is priced at Rs 5.19 lakh.

Dr V. Sumantran, Executive Director, Engineering Research Center and Passenger Car Business Unit, said: “We believe that the Indigo Marina will create a new segment in the market. We see a market that has exceptional opportunity and a lot of challenges. There are 14 players in the market producing and selling cars.”

On how the company is ranking, he said: “In the last two years Tata Motors has acquitted itself reasonably well. We are the second largest player in the domestic passenger car market with a market share of 17.3 per cent this fiscal. The company’s sales are growing at 29.7 per cent with two of its four brands being among the top ten selling models in the country.”

The Indigo Marina is being launched with an 18-month unlimited kilometre warranty and will be available through 130 dealerships backed by a strong service network across the country.

Asked about the advertising spends, S. Krishnan, Head-Car Marketing, said: “The account (Indigo and Indica, excluding Marina) will be worth around Rs 50 crore. FCB Ulka is handling our advertising. We have adopted a 360-degree approach for the promotions. Other than the print campaign and TVC, we will also be adopting below-the-line strategy. The campaign will start from September 18.”

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