Earlier, we have seen the Tata Zest being tested in a disguised avatar in a bid to hide the changes done to the car. Now that the manufacturer is preparing for the launch, it has come up with an innovative idea of promoting the new vehicle. They have camouflaged the car in decals with 'Zest' itself clearly mentioned.
There might be nothing new that the manufacturer is introducing now, as all the details were revealed at the unveiling of the car. However, with this new camouflage tactic the company is developing curiosity among the people and this should pay off well during the launch.
We think this marketing strategy is pretty innovative for the striking looking Zest. It is not just the exteriors that follow a new design language, but the interiors have also been spruced up in the Zest. This new compact sedan boasts of several segment-first features like projector headlights, LED tail lights and a Harman Kardon infotainment system with voice recognition and GPS navigation, which is accessed via a five-inch touch screen unit.
Coming to the oily bits, Tata will offer the Zest with the 1.2-litre Revotron engine which is petrol powered and produces 84bhp of power and 140Nm of torque. The oil-burner on the other hand is the 1.3-litre Quadrajet diesel. All engines will come mated to a five-speed manual gearbox. The diesel version of the Zest even gets an automated manual transmission (AMT) - the first car to get it in its segment.
Tata Motors seems to be following an aggressive launch strategy right from the beginning. Prior to the Auto Expo, the company unveiled not one but two new cars- the Zest and the Bolt. Like the Zest, the Bolt hatchback also gets a new design language. Both the vehicles will be launched here in a couple of months and subsequently in other countries as well. The Tata Zest should be priced in the range of Rs 5.5 lakh to Rs 7.6 lakh competing with the Maruti Suzuki Dzire, Hyundai Xcent, Honda Amaze and the Chevrolet Sail.
Image Courtesy: IAB
