Market approach
Only too aware of it, Tata Motors has unleashed a slew of initiatives. First up is a new platform in the 0.5-tonne category, called the Zip, which could be priced between Rs 160,000 and Rs 190,000. But isn’t it a bit late in the day? Mahindra & Mahindra created this sub-category with its Gio last year, which was geared to hasten upgrades from three-wheeler load-carriers to four-wheelers. However, Tata Motors is hopeful that its 0.5-tonne passenger-carrier, the Iris, will be the first such four-wheeler in India. The vehicle is being tested in Rajasthan and will be rolled out by October.
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