Tata bets on design and price as Tigor drives between the lanes

Tata group bets on design and price, looks to mark its spot in a highly cluttered category

The Tigor is India’s first styleback, states a communique from the Tata group. The company is positioning its newly launched car bang in the middle of two popular categories. And by doing so, it hopes it can break through the clutter in a market where customers are driven as much by the desire to upgrade to a better lifestyle as by the need to find the best value for the money they pay. But the biggest challenge for the brand will be to lure buyers away from the hugely popular Maruti Suzuki Swift Dzire in the category. 

The Tigor is