Tata Nexon: The small SUV space underwent a tectonic change yesterday as Tata Motors took the wraps off the brand new Nexon which is good enough to cause ripples across the competitor’s showrooms with a complete visual overhaul prompted by (surprisingly) aggressive pricing.
-watching assembly of media and industry at the jam-packed Mumbai launch event was that for Mahindra and Mahindra, this was “market-blasting”—a brazen onslaught on India’s largest and most hotly contested vehicle segment from the local automotive giant.
Tata Nexon Revolution in Design, Not Evolution
From the first sight itself, the reveals astonishingly little evolution and unambiguously screams out that Tata had decided for bluster instead of a whisper.
Whereas the old car had already set a not-too subtle design language, the new one takes things far deeper by introducing what company designers describe as a ‘sonic wave’ front fascia that boasts a pair of wraith-like LED DRLs that stretch across the car’s width placed above vertically-stacked headlamp units which give the car a particularly futuristic-looking mug.
The profile has the coupe-like stance of the original Nexon, but there are bolder character lines that give the SUV a more planted appearance and a floating roof effect courtesy blacked out pillars and new 16-inch diamond-cut alloy wheels that fill the wheel arches better. Out back, the joined-in-LED taillights now form a signature light pattern that helps keep the Encore recognizable even at night.
Offering a choice of 9 exciting color options, including 3 fresh, new dual-tone choices with a vibrant and youthful attitude – such as the new Flame Red with a premium black roof that adds a dash of sporty character to the car without compromising on style.
“We wanted to design something that’s truly progressive, not just a contemporary SUV,” said Martin Uhlarik, Global Head of Design at Tata Motors, in a technical presentation.
The all-new Nexon is a confident statement of our capability; a propeller of future vehicular design in the country and, using our immense Indian design talent, we have created a new and positive visual grammar.
Cabin Makeovers: A Digital-First Strategy
The transformation is just as dramatic inside, with an all-new dash that revolves around a free-standing 10.25-inch touchscreen infotainment system to the interior and accompanying 10.25-inch digital instrument cluster.
That minimalist approach sees them do away with most physical buttons and dials resulting in a clean, modern look that elevates the Nexon’s interior ambiance a few notches upmarket.
The quality of materials receives a significant upgrade, with soft-touch materials for most touch points, contrast stitching in the leatherette upholstery and some nice metallic accents throughout the cabin.
Sprucing up the interior interplay, there’s the sporty flat-bottom steering wheel with illuminated Tata logo; the electronic parking brake with auto-hold function (a segment-first) liberates console space and lends technical appeal.
But perhaps most remarkably, Tata has made the practical considerations despite the style-focused re-think. Rear passenger space stays plentiful with its own AC vents, USB-C charging ports and reclining seatbacks.
A boot volume of 382 liters offers everyday usability for weekend getaways or trips to the market, while practical storage solutions through the interior keep smaller items close to hand.
Three Powertrains: More Performance and Efficiency
The new Nexon comes with three drivetrain options that combine performance and fuel efficiency. The base 1.2-litre turbo petrol engine also has received a tune, with the 120 horsepower and 170 Nm produced now offering better low range it gets going ‘punch’.
Even more impressively, it gets a new 1.5-litre turbo petrol engine that delivers 157 horses and 260 Nm – making it the most powerful in its class.
This engine however, does deliver genuinely peppy performance with a claimed time from naught to 100kph in 8.9 seconds, and that is in direct contradiction to what we’d said about the earlier Nexon, where its engine never quite matched up to the sporting nature of the car.
The proven 1.5-liter diesel soldier on with minor updates, and claims a mileage of around 24.08 km/l; this should ensure that high mileage users won’t ignore it despite the general trend sway from diesel power.
The list of available transmissions has been augmented as well and now includes a 6-speed manual gearbox as standard, with the option of either a 7-speed DCT automatic or 6-speed AMT depending on the engine option. The dual-clutch choice is especially memorable for its swift, seamless shifts that enrich the drive and foundational efficiency.
Technology Integration: Wired and Able
The next-gen Nexon by Tata is filled with connectivity and communication solutions to set a benchmark among the segment. Engine and gearbox options for the Venue are still under wraps, while a long list of equipment and gizmos are available such as the connected car tech iRA and refresh ARKAMYS sound system.
The iRA connected car tech will offer more than 200 voice commands in six different Indian languages, remote access to car functions, geofencing and vehicle diagnosis all via a dedicated smart phone application.
On the infotainment front, there’s wireless Apple CarPlay and Android Auto, along with onboard navigation and what3words integration for sharing your exact location and voice recognition programmed to take natural-language commands.
The sublime JBL premium audio system with 9 speakers and external amplifier provides the very finest sound reproduction to complement the outstanding ownership experience.
Consequently, safety technology is one of the main highlights of the new model which comes equipped with six airbags, four-wheel electronic stability programme, hill-hold assist, tyre pressure monitoring system as standard in the entire range–further proof of efforts that have been taken to exceed the requirements of safety regulations and answer an increasing market demand for safety features.
The 360-degree camera system with blind view gives an all-around view for low-speed maneuvering, while advanced driver assistance systems such as lane departure warning, forward collision alert and traffic sign recognition add a level of technological sophistication normally associated with more expensive cars.
Market-Blowing Pricing Strategy
What is possibly the most impressive part of this new Nexon is its pricing – one that goes against industry expectations considering the kind of refinements one has gotten in terms of design, features and technology.
The prices of the range will begin at an extremely aggressive ₹7.99 lakh for the Smart variant and go up to ₹13.99 lakh for the range-topping Fearless+ (ex-showroom) – numbers that undercut its rivals in the key range by at least ₹50,000 to ₹1,50,000, depending on the variant and the powertrain.
This bold positioning is indicative of Tata’s resolve to turn the Nexon’s sustained performance in the marketplace into commercial success supreme (especially versus more established rivals such as Maruti Brezza, Hyundai Venue and Kia Sonet).
It seems a fairly clever game plan – removing price out of the decision-making process and pushing rivals to duke it out on product alone. …its product game (now) seems more than competitive with the new Nexon.
“We have redefined the way customers should look at this segment, we have fundamentally redefined the way products should be priced in this segment,” said Shailesh Chandra, Managing Director of Tata Motors Passenger Vehicles, at the pricing announcement.
The new Nexon now offers a wonderful package of design, technology, and features from the segment above at a lower level to the aspirational customers.
Tata Nexon Initial Market Response
The initial dealer response seems like the strategy may be working, with some dealers reporting that pre-booking volume has already gotten them great success in meeting or exceeding their next monthly sales target within 48 hours of the price announcement. The current waiting is apparently already up to 2-3 months for the higher trims, pointing towards an insane demand even with higher output at Tata’s production units.
Strong response of this nature has surely been on the back of the Nexon’s exciting mix of arresting exteriors, loaded features list and value-led pricing – factors that will likely strike a chord with younger customers who make up a good chunk of compact SUV buyers.
And as rivals scramble to react to this aggressive market play, the new Nexon seems on track to shake the competitive dynamics of the compact SUV segment quite seriously and further, possibly even set new benchmarks in what customers should expect for their money at this price point – just sheer market dynamite that will have had echoes in the industry for many months to come.