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Why Tata Safari Storme will fail to create a storm in market?
Tata Safari Strome - an improved version of previous Safaris - looks like another effort of Tata Motors to stay afloat in the market, but given the lead taken by Mahindra XUV500, it seems even this Safari version will fail to push them anywhere near the competition.

WHEN TATA Motors first showcased 'Safari Storme' during Auto-Expo 2012 in January earlier this year, people were expecting its quick launch, but arrival of many SUVs from rival companies, apparently forced Tata to wait for a right time.

Now it has been launched in three models - LX, EX and VX. The car is now 'based on the X2 platform, which is Tata's new ladder chassis that is also shared with its flagship model, the Aria.' According to the company, this is a hydroform chassis, which helps to reduce the weight of Safari and improves the ride and handling characteristics.

On the outside, the Storme resembles a lot to its sibling but many changes have been made on the car. The SUV will feature the same 2.2-litre of DiCOR diesel engine that would churn out peak power of 138 bhp along with 320Nm of maximum torque. Starting from Rs 9,95,000 on a basic model Strome LX is something which can attract large number of people.

But, since last year auto market has seen emergence of many SUVs which have created a tough competition. Mahindra's XUV500 has become omnipresent with roads being flooded by this newly and much attracted SUV ,which was also launched at a very reasonable price. This car gave something new for the SUV lovers.

Launched at starting price of just Rs 10.80 lacs this car has created a new records in SUV history. The XUV500 is powered by a 2.2-litre M-Hawk engine that develops 140bhp and a whopping 330Nm of torque. The XUV 500's interior gets sporty instrument panel, elegant leather wrapped dashboard, cool box, voice-command activated centre console, lounge lighting for different mood etc. Even the prices have now been increased to Rs 11.68 lac, but the craze for this car doesn't seems to be coming down.

On the other hand, Renault Duster is an another tough competition for TATA's new Safari Storme. This is available in both petrol and diesel variants and has been launched on a basic price of 7,49,000 rupees.

Safari Strome, which was humoured as Merlin after its first appearance in January, is already a well known SUV and has an established goodwill in the market. But even after the confident claim of Tata's engineers, who while speaking to Bloomberg TV India said that they would pay the channel if it found anything from the previous car! It is hard to believe that people will be attracted towards the same car because they now need some new features and outlook which other cars like XUV500 are already providing.

"Tata has a good reputation in market and is oldest of the lot but it has to compete with quality and equipment list of XUV and other competitors," said mechanical engineer, Yogesh Bhatia.

"Safari - Being already a well established brand, Safari Storme will have an advantage, but in terms of performance and costumer satisfaction, XUV 500 will have a larger advantage.Though the price doesn't differ much - which may create some tough competition, the eye-catchy design of XUV 500 will overpower that of Storme," said Bachan Thakur, a journalist.

It seems even after delaying the launch for almost a year, the future of Safari Storme looks bleak - courtesy the Mahindra XUV 500 - which is ruling the market. "So overall, what the market scenario shows so far - it seems that XUV 500 will rule the roost," Thakur added.

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