Tata Motors Takes the Premium Quotient in its Passenger Vehicles With Launch of the #Dark Range

MUMBAI:
Tata Motors, one of India’s leading automotive brands, today announced the launch of the #Dark range which includes – India’s safest premium hatchback Altroz, India’s first GNCAP 5star rated car – the Nexon, its premium SUV with the Land Rover DNA – the Harrier and India’s highest selling passenger electric car – the Nexon EV.

Harrier #Dark launched in Aug’19 took the style & premium quotient of the Harrier to the next level. It provided a compelling package to customers who were looking for a Bold, Sophisticated & Stylish SUV. The Dark theme on the exteriors & interiors created a unique identity for Harrier Dark. Other changes like distinctive dark finishes, special Blackstone Matrix dashboard & premium Dark upholstery were well appreciated and helped Harrier Dark stand out in the crowded SUV segment. As part of the New Forever Philosophy, Tata Motors is extending the #Dark franchise to the two other aspirational brands in the portfolio.

The Dark range is now available at dealerships and is open for bookings. All Tata Motors authorised dealerships are decorated in the Dark theme for customers to indulge into this exclusive experience. Additionally, to add aesthetics and accentuate the styling, the Company is also introducing exclusive merchandise, which will consist of #Dark branded premium leather jackets and T-shirts. Furthermore, keeping absolute safety in mind the Company has also introduced a tyre puncture repair kit, as a priority customer offering, to increasing the convenience quotient in the range.

Commenting on the launch of this exclusive range, Vivek Srivatsa, Head Marketing, Passenger Vehicles Business Unit, Tata Motors said, “Harrier #Dark which was launched as a limited edition product initially, did extremely well and on popular customer demand became an integral part of the Harrier portfolio. It offered an exciting & unique package to the customers. We are confident that the extended dark range is equally compelling and cater to customers who are looking for bold & stylish cars this festive season.”