Testing vehicles are an essential part of the process of bringing a car to the market. Vehicles are tested extensively across the world in some of the harshest conditions that determine the overall endurance and strength. For us too, a test mule sighting is a matter of luck and timing that reveals a lot about the upcoming vehicle even before the actual launch is scheduled to take place, which could be months or maybe even years away at times.
Now, Tata Motors has used the very same hype surrounding test mules to promote its upcoming Bolt hatchback and Zest compact sedan vehicles. Our reader Mr. Shivaraj Katti spotted the Bolt and the Zest in psychedelic camouflage roaming across the streets of Bangalore. With the launch of the Zest scheduled in August this year, the product is production ready and does not need to undergo testing; same is the case with the Bolt as well. However, test mules work as a travelling display banner moving on the streets that keep the interest quotient high, without revealing too much in detail about the vehicle.
As a result, prospective customers and common folks alike do a general search and gather information about the new models through various sources. While working in tandem with ATL and BTL marketing activities, this viral marketing feature has surely helped the company maintain hype for the new models months ahead of the scheduled launch. The Bolt and Zest will be playing a major role in Tata Motors’ future growth and the automaker is making sure to connect with the buyers to change the overall dull perception that the brand has had for years now.
Based on the heavily re-engineered X1 platform, the Zest and Bolt are a major departure from Tata’s existing set of models and will define improved levels of quality and refinement in the automakers products. Engine options include the self-developed 1.2-litre Revotron petrol engine that will come with three driving modes, while the 1.3-litre MultiJet diesel motor will also be on offer. The cars will come with a 5-speed manual, while the Zest will also come with an AMT transmission, making the compact sedan India’s most affordable diesel automatic.
Tata Motors has also worked comprehensively on the overall fit and finish of the interiors on both the models and they get a much younger and smarter looking dashboard in dual-tone colour schemes. The Bolt and Zest come with an EPAS 3-spoke multi-function steering unit, Harman infotainment system with MayMyIndia navigation, 5-inch touchscreen system with Bluetooth telephony, smartphone integration and much more.
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