Tata Nexon

Tata Nexon
The Tata Nexon comes with a brand new and stylish design template along with toning down
its overall aggression considerably. The SUV has been successful for Tata Motors in the
Indian market and stands out for its overall value proposition.
How’s the design?
The Tata Nexon now has a more refined and sleek design with toned-down aggression
throughout the exteriors. There are muscular touches yes, although this is somewhat
reduced now as per the Impact 2.0 design template. The front fascia has been fully
revamped along with integrating a new signature grille and sleeker bumper with a faux skid
plate. There is also a revamped LED package option for the Nexon. The side is similar
although the coupe-themed aerodynamic body is striking.
How’s the driving experience?
The Tata Nexon offers superb ride and handling, while ensuring a slightly stiff low-speed
riding experience over potholes, sharp bumps and other undulations. The ride quality is also
good enough with the car remaining stable and composed over bad roads as well

Petrol 1.2 litre 120 PS 170 N

Diesel 1.5 litre 110 PS 260 N

How does it perform?
The engines are the same 1.2 litre Revotron turbo petrol engine and the 1.5 litre diesel
Revotorq engine. The power figures of the former are slightly better while the diesel engine
remains unchanged. There are 6-speed AMT and manual transmission choices available for
buyers. There are City, Eco and Sport driving modes available for these engines alongside.
What’s the interior like?
The Tata Nexon comes with a new three-tone design along with a revamped dashboard
which offers a plush look and feel. It has a revamped dashboard with the tri-arrow
upholstery for the seats. The new central console looks luxurious and useful at the same
time. There is also a flat-bottom steering wheel for a sportier option. The electric sunroof is
the key highlight for the Tata Nexon while there is cruise control as well room.
Tech and infotainment
The Tata Nexon comes with several technologies and features including automatic projector
headlamps, tyre pressure monitoring system, rain-sensing wipers, new instrument console,
three driving modes, wearable key, and the engine start/stop button. There is also a 7-inch
touch screen infotainment unit with IRA connected technologies and telematics
Safety equipment
Safety features on the Tata Nexon include roll-over mitigation, traction control, ESP,
automatic headlamps, TPMS, automatic wipers, dual front airbags for all variants, and more.
There are 6 and 7 airbag choices for the top-end trims.
Which cars compete in this segment?
The rivals in the segment include the Mahindra XUV300, Hyundai Venue, Kia Sonet, Toyota
Urban Cruiser, and the Maruti Suzuki Vitara Brezza along with the Nissan Magnite and
Renault Kiger. The Nexon is decently fuel efficient and comes Verdict (Value for money)
The Tata Nexon is a stylish and attractive SUV that is already synonymous with safety, great
features, and good performance overall. The Nexon is everything that buyers want in a
compelling package and stands out as a value proposition for buyers. The only thing is that it
does not get a few features like wireless charging, ambient lighting, an air purifier, and some
other kit better quality of plastics inside. However, looking beyond these minor chinks in its
armor, it seems to be unstoppable in the market at the moment.
should make it continue its successful run in the compact SUV segment
with good features including excellent safety features (its rating is a plus point). The Sonet
and Venue take it head-on in terms of features, while the XUV300 could make more sense at
a slightly higher price band. However, the Nexon still stands out as a compelling proposition
in the compact SUV
category.

Market Research for Tata Nexon

 1. Conduct Research on the Target Market
A. Target Market Segmentation
1. Demographic Segmentation:
o Age: 25-45 years old.
o Gender: Primarily male, but with significant female interest.
o Income Level: Middle to upper-middle class, with an annual income between
INR 8-20 lakhs.
o Occupation: Young professionals, business owners, and urban families.
o Education Level: College graduates and above.
o Location: Urban and semi-urban areas, particularly in Tier 1 and Tier 2 cities.
2. Psychographic Segmentation:
o Lifestyle: Active, modern, and tech-savvy individuals who value safety,
technology, and aesthetics in their vehicle choices.
o Values: Safety (5-star NCAP rating), technology integration (connected car
features), environmental consciousness (for Nexon EV), and style.

3. Behavioral Segmentation:
o Buying Triggers: Safety ratings, advanced technology, stylish design, and
brand reputation.
o Loyalty: Moderate brand loyalty, with openness to explore other brands if
they offer better features or value.
4. Geographic Segmentation:
o Primary Markets: Major urban centers like Delhi, Mumbai, Bangalore,
Chennai, and Hyderabad, with significant penetration in Tier 2 cities.
o Secondary Markets: Growing interest in semi-urban and rural areas,
especially for the rugged design and affordability.
2. Identify Key Competitors and Analyze Their Strengths and Weaknesses
1 Hyundai Venue
Strengths:
o Strong brand equity and widespread service network.
o Advanced technology features, including connected car technology.
Weaknesses:
 o Higher price point for top variants compared to Tata Nexon.
o Perceived as less rugged than Tata Nexon, which might appeal more to
adventurous buyers.
2 Kia Sonet
Strengths:
o Stylish and premium design with a strong feature list.
o Competitive pricing with a good balance of features and performance.

Weaknesses:
o Smaller rear seat space compared to Nexon.
2. Maruti Suzuki Vitara Brezza
Strengths:
o Strong fuel efficiency and affordability.
o Extensive service network and strong resale value.
o Simple and reliable mechanics
Weaknesses:
o Outdated design and lack of advanced features compared to
competitors like Nexon.
o Interior quality is considered lower than Tata Nexon.
3. Mahindra XUV300
Strengths:
o Superior safety features and a powerful diesel engine.
o Spacious interiors and premium features.
Weaknesses:
o Higher pricing, which may limit appeal to price-sensitive customers.
o Average fuel efficiency in city driving conditions.
4. Toyota Urban Cruiser
Strengths:
o Reliability and strong brand reputation of Toyota.
o Good after-sales service and resale value.
 Weaknesses:
o Lacks the feature-rich offerings and modern design of Nexon.
o Relatively lower market share and less aggressive marketing.
3. Understand the Needs and Preferences of the Target Audience (Speak to 5-7 Customers)
Customer Interviews Summary:
1. Customer 1:
o Demographics: 32 years old, male, IT professional, based in Bangalore.
o Preferences: Prioritized safety and technology. Chose Nexon over Hyundai
Venue for its 5-star safety rating and modern design. Appreciates the car’s
infotainment system but wishes for slightly better fuel efficiency.
2. Customer 2:
o Demographics: 28 years old, female, marketing executive, based in Mumbai.
o Preferences: Loves the design and driving comfort. Compared it with Kia
Sonet but found Nexon more reliable and better value for money. Suggests
more premium interior materials.
3. Customer 3:
o Demographics: 40 years old, male, small business owner, based in Delhi.
o Preferences: Opted for Nexon due to its ruggedness and spaciousness,
suitable for city and occasional long drives. Had considered Maruti Brezza but
preferred Nexon’s modern features and safety.
4. Customer 4:
o Demographics: 35 years old, male, software engineer, based in Hyderabad.
o Preferences: Chose the Nexon EV for environmental reasons and has been
satisfied with the performance and range. However, mentioned concerns
about the charging infrastructure in less urban areas.
Insights from Customer Feedback:
 Strengths: Safety, modern design, technology features, value for money.
 Areas for Improvement: Interior material quality, fuel efficiency, and enhanced
charging infrastructure for Nexon EV.
 Common Trends: Customers generally prioritize safety and value for money, with
design and technology also playing significant roles in their purchasing decisions.
Value Proposition for Tata Nexon
1. Clearly Define the Unique Selling Points (USPs)
A. 5-Star Global NCAP Safety Rating:
 The Tata Nexon is the first Indian car to receive a 5-star safety rating from Global
NCAP, making it one of the safest vehicles in its segment. This USP strongly appeals to
safety-conscious customers, particularly families and young professionals who
prioritize vehicle safety.
B. Modern and Stylish Design:
 The Nexon stands out with its bold, contemporary design that combines sporty
aesthetics with a premium feel. Its coupe-inspired roofline, muscular stance, and
sleek LED DRLs give it a distinctive appearance on the road, appealing to style-
conscious buyers.
C. Advanced Technology and Connectivity:
 Equipped with cutting-edge features like a 7-inch touchscreen infotainment system
with Android Auto and Apple CarPlay, iRA-connected car technology, and a premium
Harman sound system, the Nexon offers a tech-savvy driving experience. Thfeatures
cater to the needs of modern consumers who seek connectivity and entertainment
on the go.
D. Multiple Powertrain Options:
 The Tata Nexon offers a versatile range of powertrain options, including a
turbocharged petrol engine, a refined diesel engine, and a fully electric version
(Nexon EV). This variety allows customers to choose a powertrain that best suits their
driving preferences, whether it’s fuel efficiency, performance, or eco-friendliness.
E. Competitive Pricing and Value for Money:
 Tata Nexon is priced competitively within its segment, offering a rich feature set and
high safety standards without breaking the bank. This value proposition is
particularly appealing to middle-income buyers who seek maximum return on
investment in their vehicle purchase.
2. Explain How It Meets the Needs or Solves the Problems of the Target Audience
A. Safety-Conscious Families and Professionals:
 Need: High safety standards for themselves and their families.
 Solution: The 5-star safety rating of the Nexon provides peace of mind, ensuring that
passengers are protected in case of an accident. Its robust build quality, multiple
airbags, and electronic stability control further enhance safety.
B. Style-Conscious Young Professionals:
 Need: A vehicle that reflects their personality and success.
 Solution: The Nexon’s modern and stylish design, coupled with premium interior
finishes, allows young professionals to make a statement. Its design is not just about
aesthetics but also about functionality, offering a spacious and comfortable cabin for
daily commuting and long drives.
C. Tech-Savvy Individuals:
 Need: Advanced technology for connectivity and entertainment.
 Solution: The Nexon’s advanced infotainment system, connected car technology, and
superior sound system cater to tech-savvy buyers who demand seamless integration
of their digital lifestyle with their driving experience.
3. Highlight Any Competitive Advantages
A. Safety as a Core Strength:
 The Tata Nexon’s 5-star Global NCAP safety rating is a significant advantage over
many of its competitors, such as the Maruti Suzuki Vitara Brezza and Kia Sonet, which
may not offer the same level of safety. This positions the Nexon as the go-to choice
for safety-conscious buyers.
B. Versatility in Powertrain Options:
 Unlike some competitors that may offer limited powertrain choices, the Nexon’s
availability in petrol, diesel, and electric variants gives it a distinct edge. This
versatility allows Tata Motors to cater to a broader audience with varying needs,
from performance enthusiasts to eco-conscious consumers.
Sales Pitch Script for Tata Nexon
1. Introduction: Engage the Audience with an Attention-Grabbing Opening
Salesperson: "Hello and welcome to [Showroom Name]! I’m [Your Name], and today I’m
excited to introduce you to a game-changer in the world of SUVs – the Tata Nexon. Imagine
driving a vehicle that not only makes every journey enjoyable but also ensures you and your
loved ones are always safe and connected. If you're looking for a blend of style, technology,
and reliability, you're in the right place.
2. Product/Service Overview: Briefly Describe the Product
Salesperson: "The Tata Nexon is a standout in the subcompact SUV segment, designed to
meet the diverse needs of today’s drivers. It comes with a choice of petrol, diesel, and
electric variants, allowing you to pick the one that best suits your lifestyle. Whether you’re
commuting in the city, heading out on a weekend getaway, or going green with the Nexon
EV, this SUV delivers exceptional performance and comfort."
3. Value Proposition: Present the USPs and Key Benefits
Salesperson: "Let’s dive into what sets the Tata Nexon apart:
1. Exceptional Safety:
 The Tata Nexon is renowned for its safety credentials, proudly boasting a 5-star rating
from Global NCAP. It features comprehensive safety measures, including dual airbags,
ABS with EBD, and electronic stability control, giving you peace of mind on every
drive.
2. Striking Design:
 With its bold and dynamic design, the Nexon is more than just a car – it's a
statement. The sleek LED DRLs, sculpted body lines, and premium interior materials
ensure you drive in style, while the spacious cabin provides comfort for all
passengers.
3. Cutting-Edge Technology:
 Stay connected and entertained with the Nexon’s 7-inch touchscreen infotainment
system, featuring Android Auto and Apple CarPlay. The iRA-connected car technology
further enhances your experience, offering features like remote control and vehicle
diagnostics right from your phone.
4. Versatile Powertrain Options:
 Choose from a range of powertrains to match your needs. The petrol and diesel
engines deliver powerful and efficient performance, while the Nexon EV offers a
zero-emission alternative with impressive range and quick charging capabilities.
5. Unbeatable Value for Money:
 The Nexon offers all these premium features at a competitive price, making it an
excellent value proposition in the SUV market. You get a top-notch vehicle without
the premium price tag, ensuring you’re investing wisely in your driving experience."
Salesperson: "So, if you’re looking for a vehicle that combines safety, style, and cutting-edge
technology, the Tata Nexon is your perfect match. Come take a closer look, and let’s get you
behind the wheel of the SUV that’s designed to elevate every drive. How about we schedule
a test drive today?"