Tata Motors launches new brand Xpres to cater to the fleet segment
Tata Motors on Wednesday announced the launch of a new brand called the Xpres to cater to the fleet segment. The segment aims to address demand from corporates and state governments. The brand will have multiple engine options, including petrol-compressed natural gas and electric and specific models. All vehicles for the fleet segment will sport the Xpres badge, differentiating them from cars meant for the personal segment.
“People using public transport may shift to shared mobility. As a result, the replacement cycle will go up. Keeping this potential in mind, we are launching the Xpress brand aimed at offering smarter, future-ready solutions with a low total cost of ownership and efficient service,” said Shailesh Chandra, president-passenger vehicle business unit, Tata Motors.
According to Chandra, the way original equipment manufacturers offered the product in the past, the boundary between the personal and fleet segment was getting blurred — it wasn’t optimised to meet specific needs.
“Both segments have a very different set of requirements. You have to conceptualise it, so that the attributes of the products are aligned to the needs.”
No one can vouch for the criticality of product differentiation for personal and fleet segment better than Tata Motors that saw its once-popular Indica being shunned by personal buyers as it had earned itself the notoriety of a ‘taxicab’.
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