Tata Safari Merlin, the new offering from Tata Motors

Tata Safari Merlin is the next major launch from Tata Motors in replacement of Tata Safari. The current SUV comparers showed that the Safari Merlin will not be a merely different car except with major design changes to front and rear fascia. Safari Merlin is expected to be powered with 2.2 litre DICOR engine with a dual mass flywheel and a better gearbox. The maximum expected power is 140bhp @ 4000rpm and a maximum torque about 320 nm @ 1700 rpm. the interiors are expected to take a cue from Aria, as seen in spyshots. Now the question arises as to what will be the pricing strategy of the company.

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As the 4x2 version of Tata Aria is expected to be launched in next 6 months with a price tag of 13-14 lakh rupees, Tata motors with the aim to have least in-house competition is expected to place Safari Merlin in 9-11 lakhs bracket or cheaper. Instead, it would still create a little competition for Tata Aria 4x2 version. The only way to separate these products is the functionality of 4x4 and a substantial price difference.

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It is suggested to compete Aria 4x2 version with Toyota Innova, Tata Safari Merlin with Mahindra Scorpio and Tata Aria 4x4 version with Mahindra World SUV(soon to come). However this is in question as Aria 4x2 version will compete the market of Aria 4x4 version. Therefore if Tata wants to regain its lost share in SUV market, the pricing strategy of 3 models has to be thought well.

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