Tata Motors seeks image rebirth with hatchback Zica

New Delhi : Tata Motors Ltd. is all set to make a comeback this month with a curvaceous hatchback, Zica, which is likely to remove the low-cost, boxy models often associated with taxis, kicking off an image-centered strategy for a brand with newly global aspirations.

“The Zica will be followed over the next three years by more hatchbacks and sport utility vehicles, plugging gaps in Tata’s line-up,” said chief engineer Tim Leverton.

“Meanwhile, Tata will adopt a modular production approach – where components are common across models – to cut costs and raise quality,” Tim added.

India’s fifth-biggest automaker – owner of Jaguar Land Rover Ltd (JLR), a luxury brand patronized by the British monarchy – has struggled to dispel perceptions of cheapness since releasing the Nano seven years ago for under USD 3,000.

Tata’s response begins with the Zica. The car was designed by an international team resulting in a more modern look, built with higher-quality materials and equipped with up-to-date features such as an infotainment system – all endorsed by world soccer player of the year Lionel Messi.

The Zica will compete with vehicles in a similar class from Maruti Suzuki India Ltd. and Hyundai Motor Co. with the price range starting from Rs. 4 lakh. (ANI)