10Brand ambassador: Lionel Messi
Tata Motors has launched the long awaited Tiago hatchback today starting from an ultra-competitive price tag of Rs. 3.20 lakh for the base XB Petrol and Rs. 5.54 lakh for the XZ Diesel range-topper (ex-showroom prices, Delhi). The Tiago can be considered as one of the vital products in the Indian automaker entire history as it put Tata through its paces and made the engineers go back to the drawing board for a fresh piece of metal.
It connects the gap between the once-revolutionary Nano and the larger Bolt hatchback ans is developed with inputs from design studios in India, UK and Italy. That is in region of the fleet operative customers’ unhindered choice, the Indica which was known to be less of a common man’s commuter. With the Tiago, Tata braces for a highly-challenging mid-size hatchback segment dominated by the Maruti Suzuki Celerio and Hyundai i10 having its own band of customers.
Tata Motors had no choice but to remove the Zica name, as it pronounced the same as a deadly virus, into a very quirky yet youthful moniker called Tiago in late February 2016 through ‘#FantasticoNameHunt’ crowd sourcing competition. The company’s intentions to go global with the Tiago were evident from the signing of Argentine football great and Barcelona starlet, Lionel Messi, as brand ambassador last year for the #madeofgreat campaign.