Tata redux at Melbourne 4x4 show

Tata plans to wheel out the first of a range of vehicles that will filter onto the Australian market during the next 12 months.

The Indian brand will springboard its portfolio at the National 4x4 & Outdoors Show and Fishing and Boating Expo, which is to be held at the Melbourne showgrounds from August 23 to 25.

Although the new local distributor Fusion Automotive is not officially saying which vehicles will spearhead the Tata brand’s re-emergence in Australia, it is believed the Xenon 4x2 and 4x4 one-tonne-style utility will be first to make the cut.

An "exciting" new 4x4 concept vehicle will also be on display at the Melbourne show alongside the new utes.

According to Fusion Automotive’s managing director, Darren Bowler, Australia should expect the first Tata models to go on sale late this year.

He is confident the brand will gain the traction it lacked in previous attempts at tackling the Australian market.
"[Tata’s products] are built to cater for toughest of environments and tested in some of the harshest conditions on the planet, " said Bowler.

"Here is a product that is ready-made for Australian customers and conditions, whether they're driving on the road with the family, towing the caravan or boat, working on a trade site or in a remote location in the harshest of mining conditions."

Paul Morgan, who is the event manager for the Melbourne 4x4 show, said the Tata unveiling will be "a unique opportunity for Fusion Automotive to directly target passionate subsets of the Australian population, four-wheel-drivers and outdoor enthusiasts."

To give some idea of the new Tata’s capabilities, show visitors will be given the chance to experience the utes first hand at the show’s Action Arena.

Tata is no lightweight organisation. It is India’s largest automotive manufacturer with brands such as Jaguar and Land Rover under its wing. It is also the world’s fourth largest truck and bus manufacturer.

The new Tata utes are expected to be priced in the sub-$38,000 bracket, well away from brands such as China’s Great Wall range.

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