Tata Motors SUV range being promoted with various adventure events

Tata Motors has a range of MUVs and SUVs like the Sumo 4X4, Sumo Grande, the Xenon XT, the Safari and the Aria. However, the automaker hasn’t really connected with SUV buyers like the way its arch rival Mahindra has. For instance, Mahindra has been conducting off road events under the Great Escape for quite a while now where it involves Mahindra SUV owners to experience what their vehicles can do off the road. While Mahindra has now established a dedicated Adventure division dedicated to such off road and expedition/road trip activities, Tata Motors too has jumped into the fray with its own adventure division.

A Tata Xenon XT in action during one of Tata Motors' Full Throttle Trails

After taking to competitive rallying last year, Tata Motors now has the Full Throttle banner comprising of Tata Motors Full Throttle Experience and Tata Motors Full Throttle Trails. Of this, the Full Throttle Experience will consist of cross country off-roading expeditions  spanning a number of days. 6 such expeditions will happen across the year. On the other hand, the Full Throttle Trails event will consist of half-day off-roading events, with a total of 21 trails to happen throughout the year. Through these events, Tata Motors hopes to build a following for its MUV and SUV range.

Such events will go a long way in highlighting the capabilities of Tata SUVs to prospective customers as well as existing owners. Also, such events are steady brand builders, which will start delivering results over the next few years, when Tata begins launching SUVs developed closely in association with Land Rover. For instance, Land Rover and Tata Motors are working on a joint platform that will spawn a range of SUVs, beginning with the next generation 2015 Defender SUV. Tata Motors will launch the Safari Storme SUV, an upgraded version of the Safari, later this year.

A Tata Aria Crossover in action during one of Tata Motors' Full Throttle Trails

While Tata and Mahindra are the only two automakers involved in adventure activities in the four wheeler space, retro motorcycle maker Royal Enfield has a well oiled touring division that conducts motorcycle tours across India, throughout the year. Tata Motors has also begun participating in motorsport events held around India under the factory supported Full Throttle banner, in which Tata SUVs like the Safari, Aria and Xenon XT are driven by rally drivers. The team has already tasted success by winning a few events last year.