The Aria crossover is the most technologically advanced and premium Tata product ever, however the efforts to make it work have proved useless as the biggest problem with this crossover was the pricing. Tata Aria is so far the costliest car in the Tata’s line-up and that disadvantage made Aria the least and slowest seller in the Tata stable. And last-month the company launched the Aria low-cost variant, Pure LX 4×2 priced at Rs. 9.95 lakh (ex-showroom, New Delhi).
Now the latest news coming from Tata’s stable is that they are planning a re-launch of 2013 Tata Aria. The company is seriously considering the issues this time and is in the process of making some changes to the vehicle. In all probability the company will address the quality issues and could also revise the pricing of the Aria variants. The Tata Aria is also expected to receive a minor facelift along with getting a 6-speed automatic transmission option for the top-end variant.
“Aria is misunderstood. It’s a great idea, a car that offers space as well as comfort. Like it happens to other manufacturers, some products are a bit ahead of time and therefore misunderstood,” said Karl-Heinz Servos, project director, joint projects, Engineering Research Centre at Tata Motors. He added “It’s a solid car. First it needs a few image corrections. We will do something quick which will change the perception. We need to re-launch the car. If it continues the way it is currently, then it is not good for the company.”
As we all know, Tata Motors once used to be a strong player in the SUV space but in the recent times the company’s share has been losing market share in the segment. Now the company is working on a new range of MPVs and SUVs which expectedly will bring back the brand to life.
Tata Motors is planning to launch an upgraded version of its crossover Aria by December-2012.