This is also the first time that Harrier's monthly sales have exceeded 3,000 since its launch in Jan 2019.
Tata Harrier, which has been in charge of the mid-range SUV since its launch in January 2019, quickly gained a good deal from Hector. MG Motor India launched the Hector SUV, its first product in the Indian market in June 2019. Shortly after the launch of Hector, Tata harrier sales began to decline.
In 2019, despite the fact that Harrier was first introduced, and Hector introduced almost 6 months later - Tata lost to MG by a total of 703 units in the category. The year 2020 was very bad. Tata sold 14k units at Harrier and sales of MG Hector nearly doubled to 26k.
Tata's return
The year 2021 has seen a complete change. But the seeds of conversion were sown in early 2020. In Jan 2020, Tata Motors introduced the updated Harrier. But that has failed to show the immediate effect on sales as the world enters a shutdown due to Covid-19.
Tata had already started posting high-profile Harrier post lockdown sales. As the country opened up business, there was a great need for passenger cars. Opposition to China and a renewed sense of consumerism in Indian companies may also play a role.
Starting with selling Harrier for three digits, Tata immediately started selling Harrier at 4 digits every month. In Feb 2021 production of Tata Safari began. From then on, Tata never looked back. It has won the MG Motor race in the category by 2021.
Best Started April 2021
It was only in April 2021 that sales of Harrier + Safari continued to surpass that of MG Hector and Hector Plus. Total sales of Harrier (1,712 units) and Safari (1,514 units) stood at 3,226 units in April 2021 while sales of Hector and Hector Plus were 2,147 units, a difference of 1,079 units or 52.26 percent.
The trend continued every month thereafter, while sales of Harrier + Safari saw even better results in August, September and October 2021. In October 2021, Harrier sales (3,097 units) and Safari (units) 1,735) took a total turnover of 4,832 units. This was the difference of 2,354 units between the 2,478 units MG Hector and Hector Plus sold in the same month. This was also the month when Harrier posted its highest monthly sales so far.
As of Oct 2021 sales of Harrier + Safari stood at 38,650 units, compared to 29,806 MG Hector and Hector Plus units sold at the same time in 2021, a difference of 8,844 units. The total sold so far has seen Hector and Hector Plus (71,671 units) outperforming Tata Harrier and Safari (67,948 units) by 3,723 units.
Price Differences
Each of these competitors is in the mid-size SUV category. The Harrier is priced from Rs 13.99-20.45 lakh and the price of Safari 6/7 seats ranges from Rs 14.70-21.46 lakh. On the other hand MG Hector is priced from Rs 13.35-19.43 lakh while Hector Plus is in the range of Rs 17.50-19.61 lakhs.
Now there is a new rival, in the form of the Mahindra XUV700. As of Oct 2021, it was the XUV700 that registered the highest sales of 3,407 units. The XUV700 already has a 70k order book. With the shortage of chips expected to end next year, it will be exciting to see how these new SUVs in the category work against each other in the coming months of 2022.
Comments
Post a Comment
Go text