A decade and a half after witnessing success with the Indica/Indigo twins, Tata Motors once again seeks to revisit that formula with the ‘Zest’ compact sedan and ‘Bolt’ hatchback that will hit the market starting mid-August. From an industry first six- year warranty, to a mobile racing game and pre-launch test drives for bankers/financiers, Tata is going whole hog for the Zest and Bolt, which together herald a new beginning for the company and are only the first leg of an entirely new model line-up.
Several Tata cars in recent times like the Nano, Aria and Vista have seen little or no success, so for the Zest and Bolt, India’s largest automaker by revenues is leaving no stone unturned. Ahead of the launches, the automaker has spent about Rs 50 crore on just showroom upgrades for its around 250 passenger vehicle dealers in the country. Every sales personnel has also been given a tablet with a pre-installed Tata Motors app to visually explain the various features of the car to the customer.
“The ceilings, floor tiling, display area and the customer lounge, everything has been re done as per the company’s new guidelines to give the brand a more upmarket feel. About 20 tablets have also been given per dealer. I believe the cost was about Rs 30 lakh per dealer, of which a large chunk was paid by Tata,” a major Tata dealer said, while requesting anonymity.
A Tata spokesperson said that the company has hired BCG consulting to get its launch strategy right. “The Zest will be launched first, followed by the Bolt. In the run-up to the commercial launch of Zest there are various activities planned. We have undertaken an aggressive revamp at our over 200 dealerships. We along with our channel partners have hired over 3000 staff nationally.
We are also helping our channel partners in enhancing their process. Special focus will be put on enhancing the HR practices at Dealership to improve the recruitment, training, rewards and retention process. We are also upgrading our existing dealerships. This exercise should be complete by August,” the Tata official said.
To get rid of perceptions of poor quality, Tata Motors is believed to be planning a lot of goodies for customers as well. Included in the price of the car, Tata Motors is expected to offer three years warranty - plus three years extended warranty for the first few months. While