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Tata Bolt & Tata Zest To Be Global Models
Tata Motors is no longer content being a local player and has chalked out a clear cut strategy to go international. This growth strategy will start with the launch of the Bolt and Zest that will take place in a few weeks time.
The Bolt and Zest are the first Tata motors products developed jointly by its European and Indian teams. In fact, the design & development was mostly handled by the company's European Technical Centre at Coventry near London.
Besides India, these two models will be launched in emerging markets, starting with South Africa and Indonesia. Eventually, the company plans to set shop in all major markets across the globe.
Naturally, the Bolt and Zest alone will not be able to take on this mammoth task. Helping Tata Motors in achieving this goal will be a range of brand new products which will come out one after the other until 2020.
The company's European R&D centre will play a critical part in all of this.
The Bolt & Zest also mark a major shift in brand positioning for Tata Motors, whose products have, up till now, been perceived as taxies. In fact, the brand repositioning began with the Nano, when the company pitched it as a smart city car, in contrast to its previous image of a cheap small car.
The Nano Twist with power steering further bolstered this image. The Bolt will do the same in case of the Indica, which has a similar image problem.
As part of the company's Horizonext strategy, the focus is also on ease of driving and connectivity as much as it is on design.
In the coming years Tata Motors will also launch new SUV models, including compact SUV and a premium SUV based on the Land Rover Discovery.
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