The Vice President of the customer care, marketing,
and sales department of Tata Motors
discussed the reasons behind this decision. He also mentioned the importance of
new editions for the automaker.
Recently, Tata launched the jet editions for its three
most popular SUVs – Safari, Harrier, and Nexon. The company has initiated the
hashtags - # TataSUVs and # IndianSUV. Initially, the customers expected the
list to also include Tata Punch, as
happened in the Kaziranga edition. But, Tata did not include this micro SUV in
the list of the special edition. Moreover, the company has stated some reasons
behind this move.
Why did the
Tata Punch not get the Jet Edition?
The Vice President of customer care, marketing, and
sales of Tata Motors, RajanAmba, informed the media about this decision. He
said that the company officials take care of certain things before bringing out
any special edition. These things include the aesthetic appearance of the
model, its suitability for the particular range, and its positioning. So, from
the perspective of nomenclature and lifestyle, the automaker felt that Punch does
not fall in the order.
Another reason for leaving the Punch out of the Jet
edition list is that the customer requires to pay a premium for the special
edition. According to the carmaker, the vehicle should appeal to the buyers to
pay extra for the special editions. Tata noted that its three other SUVs would
be more suitable for the Jet edition than the Punch. The company reached this
decision after analyzing the sale of the Kaziranga edition.
The Micro
SUV has still got its charm.
RajanAmba mentioned that the company has planned
something more for the Tata Punch
for the coming year. So, as of now, this vehicle is available only in one
special edition, Kaziranga.
Importance
of Special Editions for the Tata Motors
Amba said that the special editions account for more
than fifteen percent of the total sale of the Tata cars. For years, the
automaker has introduced various editions for its vehicles. These special
editions include Kaziranga, Gold, Camo, and Dark. However, the first three are
only available for SUVs.
Moreover, he informed the media that the dark edition
contributes to the 10 to 20 percent sales of the other models. In addition, he
hinted at introducing more editions in the upcoming years. He stated that these
interventions contribute appreciably toward the growth of the business.
Moreover, these innovative ideas create excitement among buyers. So, the Indian
manufacturer will continue to produce more interventions.