The Australian market is welcoming of Mahindra but Tata Motors never really established a strong footing there
In this post, we are looking at an automotive media expert explaining the reasons why Tata Motors failed in Australia. At the moment, Mahindra is getting immensely popular Down Under. It has been around for many years and the latest Mahindra products have resonated well with Australian car buyers. However, even Tata commenced operations there back in 1996 with the Telcoline Ute. Despite having such a long history, the Indian auto giant never achieved success.
Why Tata Motors Failed in Australia?
This video has been uploaded by CarSauce on YouTube. It is a reputed automobile media house in Australia. The host discusses Tata products in Australia over the years including the Telcoline, Safari and Xenon. The Telcoline was launched in 1996 at a price tag of under $20,000 AUD. This Ute was powered by a Peugeot-sourced 2.0-litre 4-cylinder naturally aspirated diesel engine which produced 50 kW (67 hp) and 118 Nm of peak power and torque. This was clearly an underpowered product which didn’t make a strong first impression among Australian car buyers. In 2000, Tata launched the Safari.
However, it struggled to compete with its rivals which were just more modern and refined. This resulted in the company leaving Australia in 2005. Nevertheless, it entered Australia again in 2013 with a relatively modern Xenon Ute. Unfortunately, it scored a terrible 2-star ANCAP safety rating which put off a lot of buyers. Later, after installing stability control, this was improved to 4 stars. But it was too late and the market had already spoken. Finally, in 2019, Tata Motors left the Australian market for the second time.
The main factors which prevented Tata Motors from succeeding in the Australian market are the relatively outdated products, lack of safety prowess, fewer features compared to the rivals, and a weak brand image and value. As a result, the Indian car marque never really took off in Australia. Having said that, with its current breed of new-age products like the Nexon, Punch, Harrier and Safari, who knows if it can still turn its fortunes around. These SUVs have top-notch safety ratings, the latest tech and convenience features, stunning looks and powerful engines. We shall keep an eye out for more details in this regard.
Disclaimer- The embedded videos/ external content is/are being used as a convenience and for informational purposes only; they do not constitute an endorsement or approval by Car Blog India of any of the products, services, and /or opinions of the corporation or organization or individual. Car Blog India bears no responsibility for the accuracy, legality, and/or content of the external site or for that of subsequent external videos/ external content. Contact the external publisher for answers to questions regarding its content.
Also Read: Australian Shares Ownership Experience of Mahindra XUV700
