TATA Motor launches cheaper Prima LX models
TATA motors on Thursday unveiled its 10 new variants in the Prima 25 tonnes to 49 tonnes GVW category. Of the 10 variants, 6 are in the haulage segment – Prima LX 4928 S SRT, Prima LX 4928 S HRT, Prima LX 4028 S SR, Prima LX 4028 S HR, Prima LX 2523 T and Prima LX 3123 T, while the remaining 4 make up the construction segment – Prima LX 2523 K, Prima LX 2528 K, Prima LX 3123 K and Prima LX 3128 K. The newer models are about 20% cheaper than the existing models and are believed to be priced between 18.50 lakh to 32.50 lakh. The existing Prima range of trucks is between Rs 23 lakh and Rs 65 lakh. The newer models will however not available in Delhi as they meet only BS III emission norms. The NCR only allows BS IV complying commercial vehicles to operate. Its speculated that in the coming months these models may be upgraded to BS IV.
Ravi Pisharody, Executive Director , TATA Commercial Vehicles shared, “We revolutionized the Indian trucking landscape with the launch of brand Prima in 2008. As a commitment towards intense product focus, a key pillar of our HORIZONEXT strategy, we have leveraged our deep customer insights to take the strengths of the Prima mainstream. The Prima LX range is one such instance of a world-class offering adapted for Indian conditions, redefining customer experience with enhanced technologies, built to global standards with an ideal blend of technology and economy. The new Prima LX trucks being launched today are geared to help customers meet a challenging market environment, allowing transporters to upgrade to a more modern trucking systems. Mr. Ravi continued,”The Prima LX range is one such instance of a world-class offering adapted for Indian conditions, redefining customer experience with enhanced technologies, built to global standards with an ideal blend of technology and economy,”
The new range comes at a time when the Indian commercial vehicle sector is expereincing a prolonged recessionary period. With the addition of these models TATA aims to woo the otherwise non-chalant indian customer towards its Premium Prima Segment. Restructuring product line is the need of the hour with intelligent and diversified end-product configurations, and thats exactly what TATA has done. It has fine tuned the various available permutations of load body (GVW), power and transmission in its new products to fit every customer and application needs. We believe similar dynamism from other players in the Indian CV arena in days to come.