New Tata model excels in local market

The Tata Xenon pick-up has found a marketing niche in the country, thanks to its low fuel consumption and affordable price compared to similar models in the market.

Tata Xenon, powered by newly developed 2.2L common rail turbo-diesel 140 PS (103 kW) engine (DiCOR), offers the lifestyle pick-up truck segment that comes with a price tag less than 30,000 US dollars (about 48m/-), relatively cheaper than competitors that go for as high as 100m/-.

Tata Motors Tanzania Sales Executive Huruma Mahenge said in Dar es Salaam yesterday that for the last nine months, the firm has sold 300,000 units in the market.

“Since the exhibition opened here yesterday, we have met many potential buyers, with one parastatal expressing interest to buy 240 units,” Ms Mahenge told the ‘Daily News’ at the ongoing Indian Show at Mwalimu Nyerere grounds along Kilwa road. She cited the government and its departments, corporate firms and individuals as the main customers of Xenon.

The customers, she added, have been exporting the vehicles to DRC, Zambia and Burundi, with Mwanza, Lindi, Shinyanga, Rukwa and Kilimanjaro regions constituting the major markets in the country.

The Xenon uses a four-cylinder engine that consumes 7.3 litres per 100 kilometres and is the darling for both urban and rural users. 

“This exhibition has served us well than Sabasaba (Dar es Salaam International Trade Fair) does in terms of reaching potential customers…we have received many visitors in the last 24hrs,” Ms Mahenge said.

Tata also took the opportunity to launch its new Tata Xenon 2.2L that has similar facial appearance as its predecessor but more stylish and luxurious, with increased security—like airbag—features.

“In this show we only exhibit the Xenon and Safari Strome 2013 models…trucks and buses are now selling by themselves,” said Ms Mahenge, hinting that in just two days, Tata Safari Strome, which runs on the same engine as Xenon, has received 50 possible deals, with ten of them confirmed.
Source: Daily News, reported by Abduel Elinaza from Dar es Salaam, Tanzania
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