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General Motors India (GMI) has launched the Tavera Neo-2, showing an importance to the Indian MUV market with subtle changes, incorporated to increase its appeal. The changes however is not one where it is a complete makeover and you get a ravishing and stunning looking utility vehicle akin to a reality show but more on the lines of functionality. The Tavera, since its inception, has never been in denial with the fact that it is an MUV. It is not screaming out trying desperately to be an SUV. This is where GMI have been very shrewd in their India campaign and have recognised the market well.
The Tavera Neo-2 will have a better looking center console that also betters the ergonomics, captain seats for passengers in the middle row enhancing comfort, leather seats, twin glove boxes in the dashboard and also a three spoked steering wheel. The hand brake also has been shifted to the more universal position, next to the gear lever. The front end is claimed to be redesigned but it’s just that the grille and the logo are more pronounced. It is not something that catches your eye but is definitely different. It will be priced at 9.54 lakhs, ex-showroom Delhi.
The MUV market in India was at 94,000 units per year, growing at 20% every year in 2003-04 at the launch of the Tavera, the competition being mostly from the Toyota Qualis and the Mahindra Scorpio. The Scorpio still remains and the Qualis is replaced by the Innova, both strong contenders. Initially the target was at 10,000 units per year but now with the launch of the Neo-2, the figures aimed are at 2000 units per month. The Tavera was an idea drawn out of the Isuzu Panther and has been received well in India. The Qualis was not a great looker but flourished well and this is when the MUV segment, along with contributions from Tata, needless to say that they were not competitors in the looks department, grew. This is when GMI recognised that the Indian market needs a low cost MUV that would be a mover of the masses and not that would attract the upper middle class family, although the percentage of which cannot be neglected. Cost effectiveness and then mileage would be its USP. The Tavera fits these criteria really well. The ruggedness and its performance have been its strong points and this will continue with the Neo-2. The small car from the GM stable is the one that is eagerly awaited here that is expected in early 2010, which in all possibility could be exported to other markets from here.