The initiative, which will be rolled out to multiple cities across India, is only available for customers in Delhi NCR & Mumbai for now.
Tata Motors has rolled out a first-of-its-kind 'Priority Test Drives' initiative for its flagship SUV – the Harrier. For this, Tata has joined hands with ORIX India, a firm that has recently been making headlines for its car leasing service tie-ups with multiple carmakers in the country. Under the initiative, customers can book a test drive appointment online and choose the date & time slot preferences. Once the request is submitted, the customer will be contacted by Tata Customer Care to finalise the details of the appointment. However, Tata is yet to furnish more details on how exactly the initiative will justify its 'priority' tag, whether dealers will be required to have a dedicated fleet of priority test-drive vehicles or not, etc.
Commenting on the launch of the initiative, Mr S N Barman, VP (Sales, Marketing & Customer Support) of the Passenger Vehicles Business Unit at Tata Motors said, 'The Tata Harrier is our flagship product and has been widely appreciated by customers and the industry alike, ever since its launch earlier this year. Over the last few months, we have found a high acceptance of Harrier from high net worth individuals. There are many customers with busy schedules who wish for test drives at a time and place convenient to them. In order to align with our progressively digital customers, we are elated to partner with Orix to let customers schedule a test drive from the comfort of their home with just a few clicks.'
The move also comes after the Harrier has had a significant chunk of its market share gobbled up by new entrants, like the Kia Seltos & the MG Hector.