Over 1.7 lakh units of the Tata Tiago were sold since its launch in 2016 while the average age the customer is below 35 years.
Launched in 2016, the Tata Tiago was the first key product as part of Tata Motors turnaround strategy and the company hit the bulls eye with the little hatchback. The model has been a game changer for the car maker helping it re-establish itself in the passenger vehicle segment, while also taking on popular sellers including the Maruti Suzuki Alto, Renault Kwid, Hyundai Grand i10 and the likes.
Tata sayst the Tiago has brought a massive change in the way the automaker’s passenger vehicles business functions. Not only has the company been able to bring younger customers onboard with the Tiago but has also been able to attract private buyers after having catered to fleet operators for a long time. The success of the hatchback also paved way for the manufacturer’s newer products including the Tata Hexa, Tigor, and more recently the Nexon subcompact SUV. The latter has managed to emulate the success that the Tiago achieved.
Tata Motors – President, Passenger Vehicles Business Unit, Mayank Pareek said, “The Tiago has been our school. We learned a lot about customer expectation, customer insight, and we also learnt about how customers shop. The average median age of a Tiago customer is 35 years and more than 50 per cent of the customers are less than 35 years. Our dealers tell us that these customers never used to come [to dealerships] that are now coming. For us it was important to know how to talk to them and how to engage with them.”