Premier Auto launches Sigma, Roadstar

Premier Automobiles Ltd (PAL), that has remained in hibernation for a few years, rolled out two models in Vadodara on Thursday. The company launched two models in the multi purpose vehicle (MPV) and light commercial vehicle (LCV) segments.

The MPV has the brand name 'Sigma' and the LCV with a carrier capacity of two tonnes is branded 'Roadstar'. The diesel models have been tagged at Rs 3.95 lakh and Rs 3.25 lakh, respectively, ex-showroom price, Pune.

PAL has appointed 24 dealers so far in western and southern India and aims to sell 10,000 vehicles (both models combined) by the end of the next fiscal year.

PAL has a manufacturing unit at Pune with an annual production capacity of 10,000 units. This can be enhanced depending on the response from the market.

After spending a few years out of market we are entering in very niche segments. It is an important inning for us because we had left an impressive record in the market earlier. We have conducted surveys in 18 cities and gathered responses of hundreds of potential buyers before taking a decision to launch 'Sigma' and 'Roadstar' with diesel engines," said Atul Akolkar, head - sales and marketing, PAL.

Both the models have been developed in technical collaboration with Taiwan-based affiliate of Mitsubishi, China Motor Corporation. Both the models have two litre diesel engines. Sigma is a seven-seat model and will be available in four variants and five colours. The Roadstar has only one model in white colour.

Commenting on its marketing strategy, Akolkar said: "We have stressed on niche segments and are not going to compete directly with any existing brand. However, Sigma may be an option for potential buyers of Sumo, Trax or Bolero."

"Roadstar is an ideal carrier for merchants and transporters, especially when three-wheelers are not allowed on the newly constructed highways. At the same time, an LCV is easy to operate in congested city areas also," he added.