New Tata Xenon guns for Genio, Dost in fast-growing pick-up truck segment

Tata Motors has introduced the commercial application version of its Tata Xenon Pick-up, in both single-cab and dual-cab versions. At Rs 5.44 lakh (ex-showroom, Thane), the Xenon is pitted right against Mahindra & Mahindra’s Genio pick-up truck. Its other key competitor is the Ashok Leyland Dost. The dual-cab Xenon is priced at Rs 6.34 lakh. The new Xenon will co-exist with the Xenon XT, which was launched earlier as a lifestyle pick-up truck.

The Xenon, currently available in three (one turbocharged DI, two Dicor) engine options, will see the addition of a fourth engine variant by the end of this year. The new Xenon joins the existing Super Ace and Tata RX Pick-up to strengthen Tata Motors’ performance in the pick-up truck segment.

The Tata Xenon single-cab variant offers the longest-in-class body length of 8 feet 4 inches, and three-side drop-load body for ease in day-to-day operations. The vehicle comes with two-stage semi-elliptical leaf spring in the rear suspension for better good load-carrying ability, with better ride comfort and handling, according to the company. The dual-cab variant comes with fully-loaded features like HVAC, power windows, central locking, seats with lumber support, and high-end cab trims as standard fitment. The dual-cab is also equipped with limited slip differential.

Eyeing a growing market

Tata Motors currently has a market share of around 20 percent in the pick-up truck segment (2 tonnes to 3.5 tonnes GVW). With the strong growth performance in the segment, the company is aiming to capture 25 percent of the market next. The pick-up truck segment crossed the 100,000 units mark for the first time during the last financial year, with a total industry volume of 107,070 units, a 39 percent growth over the previous year. The industry volume estimate for this year is 150,000 units.

2012-13 is already showing signs of being a record year for the segment. August 2012 sales at 14,790 units were 73.5 percent higher than the 8,527 units sold in August 2011. And, likewise, there's 70 percent growth in the April-August 2012 cumulative sales of 64,725 units as against 37,985 units sold a year ago.

SUMANTRA BAROOAH