Tata Motors redefined value pricing with the launch of the Zest compact sedan, a car that packs in quite a lot for the kind of money it sells at. A value pricing strategy, coupled to a slew of class leading features has seen the Zest take off, quite literally in the Indian car market. Tata Motors has received over 10,000 bookings for the Zest compact sedan in just 20 days of launch and this performance makes the Zest the most successful Tata car after the Nano initial booking rampage.
Along with the spurt in Zest bookings, waiting periods for the compact sedan have seen an upswing, with the turbo petrol engined variant commanding 4-6 weeks while the Diesel AMT variant needs a full 3 months to be delivered. Soon after the Zest’s launch, Tata Motors launched into a marketing blitz of sorts, by placing real car keys in newspapers, as a move to encourage test drives of the Zest. Evidently, this unusual move seems to be working well.
Segment defining features on the sub-4 meter Zest compact sedan include an automated manual transmission option on the diesel powered variant, a turbocharger on the petrol powered model, touch screen automatic climate control and infotainment options, alloy wheels across all variants, projector headlamps and the multi-drive mode on the turbo petrol variants.
The Zest is a comeback car for Tata Motors and so far, the compact sedan seems to be living up to the promise of being a game changer for the Indian automaker, who has been struggling at the hustings in India. The Zest’s sibling, the Bolt hatchback, is next in line for a launch later this year or early next year. Like the Zest, the Bolt B+ segment hatchback promises to redefine its segment in terms of features on offer for the price demanded.