Tata Motors Ltd is in the process of launching a stripped down version of Aria in July, 2011. A crossover between a sports and a utility vehicle, Aria has been given thumbs down by Indian buyers in the past due to its high pricing. Thus, the redeemed version of Aria has lower specifications and reduced pricing to make it more attractive to buyers. The new variant would cater only to the domestic market and may also be extended to the commercial taxi segment. The company has started production of the version in May, 2011 and its suppliers have been given a schedule of 1,000 units to be delivered in the next two months.
Currently costing Rs.14 lakh and up, Aria is Rs.3-4 lakh costlier than its contenders like Mahindra Xylo and Toyota Innova. With an eye to improve car sales, “The new variant should be at least Rs.2.5 lakh cheaper,” commented a company’s vendor. Though the car will not match up to Forerunner or Captiva, which have more space and attractive features, yet it will offer many attractive features to its buyers.
With a long waiting period for Innova, the scaled down Aria might just create the magic that Tata Motors is hoping for.