Tata launches cut-price version of Aria for Rs 9.95 lakh

Tata has launched a cut-price version of its Aria crossover for Rs 9.95 lakh (ex-showroom Delhi). Dubbed the Aria Pure LX 4x2, it is still large and an extremely spacious vehicle but sans most of the luxuries offered on the other variants of the vehicle. 

Features missing from the Aria Pure LX include a music system, rear wiper, airbags and roof storage spaces. The leather seats have now been replaced with a synthetic variant. However, Tata has retained some of the options like glove box chiller, electrically adjustable OVRMs, ABS, EBD, keyless entry and puddle lamps. 

Outside, the Indian SUV major has dropped body coloured rub-rails, chrome garish for the grille and the doors, fog lamps and follow me home function on the headlamps. Under the hood, the Aria Pure LX will continue to derive power from the 2.2-litre Dicor engine that produces 138bhp and 320Nm of torque. Mated to a five speed manual gearbox, this is the same engine that powers the Tata Safari.

The Tata Aria Pure LX has been targeted at the fleet market, a segment that is familiar to the Indian SUV major due to the popularity of the Indica and the Indigo among taxicab owners. At this level of pricing it will compete with other fuel efficient diesel seven seaters like Mahindra’s Xylo and the Toyota Innova, the current segment leader. Tata also hopes that this move will revive the falling sales of their flagship vehicle which sold only 25 units last month.