Tata Tigor: Tata Motors has added a string to its bow in terms of the affordable sedan market with a cleverly positioned Tigor variant targeted at people who are looking at extracting the most out of a budget without having to forgo the basics.
With a carefully chosen spec level, this car has the potential to be the solution for punters at the value end of the market, without feeling compromised in the quality or safety stakes, which has characterised Tata’s recent product revival.
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Tata Tigor Value-Focused Positioning
What allows the Tigor to be priced aggressively, is Tata’s decision to study which features come first in the minds of a value-focused buyer.
Instead of just slashing features and hoping to hit a price point, the maker inserted features that deliver real usefulness while cost-optimizing less-important components.
Base versions have common theme with tough-wearing fabric seats, manual air-con and power windows to cover practical basics without complexity.
The hope would be to maintain dignity as an inescapable essence of transportation, not make the downgraded-ness so absurdly and obviously downgraded.
That is another approach from some competitors who only get to a reduced price point through obviously inferior materials and equipment.
Tata’s approach positions the bare minimum quality-wise and deals with the cost focus on functionality which can be added as the budget becomes available.
Practical Engineering
The Tigor is powered by Tata’s tried and tested 1.2-litre Revotron petrol engine that is good for city and occasional highway usage and boasts of good fuel efficiency that addresses the running cost concerns of budget-driven buyers.
The naturally aspirated single-cylinder engine makes a meager 86 hp and 113 Nm of torque enough (just) for most uses.
Transmission choices are a 5-speed manual which is standard and an AMT for those with a higher preference on convenience in urban stop-start driving.
Calibration of both transmissions is tuned for smooothness and efficiency rather than a sporty character.
The suspension works very well for India where it is designed to ride comfortably on broken or no roads, and as a result gets nothing more than just about adequate handling that is necessary and neglects the otherwise mostly optimistic driving environment here.
Ground clearance is also given consideration as it offers enough allowance in tackling untarred roads and large obstacles commonly found beyond the perimeter of the major cities.
Efficiency-Focused Features
Tata operate reversing cameraGadgets – Prominent features of the Tigor make more sense from the utility perspective as it will be purchased by cost-conscious customers.
It also features an eco-guide on the instrument cluster that coaches drivers in real time on how to achieve maximum fuel economy, while the standard engine management system offers multiple drive modes, so that economy can be prioritized whenever the driver wishes.
The A/C boasts a tropicalised setting without an excess of power usage, and the electrics have fuel saving properties such as timed function for the electronic gadgets.
It’s these smart engineering decisions that solve the ownership economics that really matter to cash value buyers when they go shopping.
Safety Without Compromise
Crucially, Tata continues to take safety seriously at every price point, and says the Tigor retains the same set of safety features as the rest of its cars – that’s dual airbags, ABS with EBD and corner stability control across all variants.
The high-strength steel on the frame is at critical load paths, reflected in its impressive four-star Global NCAP safety rating.
This safety-centric attitude is a welcome departure from the disconcerting industry-wide trend of skimping on occupant safety in cheaper trims – and is in line with Tata’s overall corporate philosophy to democratise safety equipment, regardless of segment.
Design Considerations for Practical Applications
On which trends, he said the Tigor is designed with a prime focus on maintenance ease and the cost of repair, which make up the total cost of ownership much beyond the purchase price.
Wear and damage-prone parts have been designed to be easily replaceable without major disassembly and service intervals and maintenance operations have been scheduled to minimize the cost of normal ownership.
And with parts sharing with other Tata cars, parts prices should be reasonable, while the simpler mechanical layout ensures specialized service is not called for – a boon if you’re having the car serviced in a small town or a place cut off from major service centers.
Market Impact and Positioning
An accessible Tigor version offering a tempting alternative to premium car buyers as we look at the factors of warranty, modern safety and performance without going through the uncertainties related to used car deals.
This position squarely speaks to a large segment of the market, one we’re where users are still on the fence between new car ownership and used.
Fellow compact sedans like Maruti Suzuki’s Dzire and the Honda Amaze are its main rivals but the Tigor stands out with superior safety equipment and funky aesthetics that look modern without looking cost-cut like some of the budget-spec versions of rival cars.
Tata Tigor
With the introduction of this new top of line Tigor variant, Tata Motors has proved yet again that its is in perfect sync with the most groundbreaking products and offers to its customers, matching the rising aspirations of the desires of the market.
And by targeting cost-cutting measures at areas that don’t contribute significantly to ownership satisfaction but not sacrificing the core engineering structure, Tata has delivered a usable means of transportation that is sensitive to the practical requirements and human dignity of the value-conscious buyer.
With a universal appeal and offering the best in class value and features to the customers, the Tigor Coupe has been designed and developed to offer a compact, stylish and bold sedan so that the customer can enjoy the benefits of a sedan without owning a booted car.
This is indicative of the increasing realisation that «value» products need premium thinking — something that’s becoming reinforcing across Tata’s product range.
