Since 2019, Tata Motors has been introducing special edition models to its best-selling products, especially during the festive season to pump up its sales for its entire range. It all started with the Tata Harrier Dark Edition, followed by the Tata Altroz Dark, Tata Nexon Dark, Tata Nexon EV Dark, and eventually Tata Safari Dark. Last year, the company added the Gold Edition for its flagship Safari SUVs, followed by the Kaziranga Edition for the Tata Punch, Nexon, Harrier, and even the Safari. And while these models are priced at a premium over the top-spec standard versions, a top official of Tata Motors revealed that these models contribute to about 15 per cent of its overall PV domestic sales.
Also Read: Tata Safari Dark Edition Launched; 16000 Units Of the SUV Sold Since 2021
Rajan Amba, VP- Sales, Marketing & Customer Care, Tata Motors PV told ETAuto, “While we cannot share specifics, special editions at regular intervals have worked well for us. From an overall passenger vehicles range perspective, we have witnessed contributions of 15 per cent and upwards, depending on models they have been introduced in.”
Also Read: Tata Motors Adds Kaziranga Edition To Its SUV Range, Prices Begin At Rs. 8.58 Lakh
However, it is the Dark Edition that has been hugely popular for the company, generating about 45- 50 per cent of its overall sales from the Harrier and Safari alone. This also gave way for the new Jet Editions from the company added to the Nexon, Nexon EV, Harrier, and the flagship Safari.
Amba added, “Riding on our No. 1 SUV position and in line with our New Forever brand promise to keep our products refreshed, we are elated to introduce the brand new #JET Edition in our Safari, Harrier, and Nexon portfolios, adding more cheer for customers this festive season. The latest will be a compelling package of striking exteriors and inviting interiors, which is aimed at providing a unique and exquisite lifestyle to our customers.”
Also Read: Tata Motors Launches JET Edition For Nexon, Harrier & Safari SUVs; Prices Start At Rs. 12.13 Lakhs
The #Jet Edition has been launched at Rs. 12.13 lakh for the Nexon XZ+ variant, with prices going all the way up to Rs. 22.75 lakh (ex-showroom) for the Tata Safari XZA+ variant. The JET Edition has only launched on the top-end XZ+ and XZA+ variants, and it is inspired by ‘Business Jets’.
