Tata Motors has created somewhat of a frenzy by announcing the return of its legendary template - The Safari. While this news has kept the enthusiasts divided, we will be telling you why the Safari name makes sense for Tata's upcoming flagship SUV.
The Safari nameplate first appeared in the Indian automotive scene way back in 1998. And to its credit, it did go on the establish itself as one of the aspirational vehicles to buy. However as time went by, the public lost its interest in the Safari as other offerings became more advanced.
This meant that despite being a proper SUV that could go offroad, it did not sell. Most of the prospective buyers who did not end up getting the Safari told that the spartan interiors, 3rd-row jump seats and the reliability concerns of the engine meant that they stayed away from it. And ultimately declining sales meant that the Safari was formally axed from the Tata lineup in 2019.
Also read - Tata Safari Is Coming Back; New Safari's (Tata Gravitas) India Debut On January 26, 2021 - All Details
While the Safari was being axed, Tata motors were also working on a 7 seater that would also be the flagship vehicle of their line. Initially, this 7 seater came to be known as the H7X, then it came to be known as the Buzzard when it got unveiled in the Geneva Motor Show and then came to be known as the Gravitas in the Delhi Auto Expo of 2020.
And finally, on 5th of Jan 2021, Tata Motors pulled a rabbit out of its hat and announced that their next 7 seater SUV which would be the flagship vehicle would be christened the Safari. The impact of this news was so much that even the Fortuner facelift launch got overshadowed.
While this news has created an uproar, a lot of people have been questioning the rationale of Tata Motors to give the Safari Name to their flagship SUV.
Why do we feel that giving the Safari name could actually prove to be a masterstroke for Tata Motors?
For the starters, the Safari has always represented itself as the top dog of the lineup of Tata Motors. So naturally, it makes sense for them to name their latest flagship the Safari as well. Both the old gen and the next-gen Safari are going to be big vehicles with loads of space on the inside.
Also, the second part is of the emotional aspect. The Safari has always been one aspirational vehicle for people belonging to various sections of the society. It is a brand that has resonated with the mass market of our country. And this news has only got the whole country talking.
Also, the new-gen Safari not only builds on the USPs of the older one but also addresses most of the issues of the previous model as well. It is not only big and spacious, but this time comes with a luxurious interior, long feature set and a proper 3rd unlike the previous models which only had jump seats in the name of a 3rd row.
Also it is important to note that the mass market never really saw the Safari as an off roader. Instead, they saw the old Safari as more of a tall, spacious and an aspirational vehicle to own. And the new Safari has most of these qualities. Whether it will go on be an aspirational vehicle to own and carve a cult of its own in the future is something that only time will tell. But for now, the recipe for the Safari's success seems to be good provided Tata Motor's execute their launch properly.
The car, which has been given a plethora of names was always going to have a big burden of expectations on its shoulders and now with the Safari nameplate being given to it, the burden has only become heavier not only for the product alone but also for Tata Motors.
The next-gen Safari is expected to hit the the showrooms later this month. It is expected to come with automatic and manual gearboxes mated to the fiat sourced diesel engine that puts out 170 PS of power and 350 Nm of torque. Upon launch, it will be going up against the MG Hector Plus. Later in the year it will also be competing with the next gen Mahindra XUV5OO hits the showrooms.
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