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154 single brand cars in a convoy - Tata Zest sets a new Asian record

  • Jan 18, 2016
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Tata Zest Asia Book of Records - Asia

As part of its customer outreach program, Tata Motors on Sunday (17th of January 2016) entered the Asia Book of Records for the longest single-brand rolling convoy. Tata Motors along with customers of the Tata Zest were able to create a 154-car long convoy.

The convoy consisted of 154 cars, 2 cars placed side-by-side, and was flagged-off from Pancard Club in the outskirts of Pune, Maharashtra. The convoy of cars traversed a distance of 21.19 kilometers to be officially recognised for the record.

Earlier, Tata has also held a mileage run challenge for owners of the Zest compact-sedan. More than 2000 customers, driving 665 cars across 19 cities took part in the challenge - the highest mileage achieved by the 1.2-litre Revotron petrol motor powered Zest was 47.69 kmpl, while the highest mileage achieved by a Zest powered by the 1.3-litre Quadrajet diesel motor was 37.54 kmpl.

Tata Zest Asia Book of Records Aerial View- Asia

Launched on 12th August 2014, the Tata Zest has been a mediocre in terms of sales since. While around 3000 units of the car were sold in the initial 6 months after the launch, Tata has been able to sell around 1900 units of the Zest in the past half a year.

The Zest has improved the company's reputation in terms of design and build quality, and the company has been trying hard to get people to like its cars in various ways through various mediums. The Horizonext program may have helped Tata improve its products but more needs to be done to get people coming back to the brand - the company is pining for the response it received when the Tata Indica was first launched in 1998. Though competition from the likes of Maruti Suzuki and Hyundai as well as surprise spanner-in-the-works from the likes of Mahindra is making life difficult for Tata in the passenger-car market.

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Regular customer interactions and service programs are keeping existing customers interested in the brand, this has the potential to improve sales as the best way to get new customers is through personal references. Meanwhile, Tata is getting more aggressive in attracting new customers to their new and upcoming products like the Tata Zica. It remains to be seen if all these measures help the brand get traction in the market. There is always hope.
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