Why did Tata Discontinue Hexa MPV Car from the Indian Market Understanding Indian Car Market

There are several key reasons why the Tata Hexa was discontinued in 2020:

Due to a lukewarm reception in the Indian market and an inability to substantially influence the sales of its main competitors like the Toyota Innova and the Mahindra XUV 500, even though it offered a more premium and comprehensive package overall, production of the Tata Hexa was discontinued in 2020 with the introduction of BS6 standards.

The most significant factor was undoubtedly the underwhelming sales performance. Despite offering a blend of SUV capabilities and MPV practicality, the Hexa failed to make a significant impact on its rivals like the Toyota Innova Crysta and Mahindra XUV500. Several factors contributed to this, including:

• Pricing: The Hexa was positioned at a premium price point compared to its competitors, making it less attractive to budget-conscious buyers.
• Brand Perception: While Tata's image has improved considerably in recent years, it still lagged behind Toyota and Mahindra in terms of perceived reliability and resale value.
• Marketing: The marketing campaign for the Hexa was not as aggressive as it could have been, resulting in lower brand awareness and consideration among potential buyers.

BS6 Emission Norms: The implementation of stricter BS6 emission regulations in India added further challenges. Upgrading the Hexa's engines to comply with these norms would have necessitated significant investment, which might not have been justified given the low sales figures.

Shifting Focus: With the discontinuation of the Hexa, Tata Motors shifted its focus on other segments. They introduced the Gravitas, a more premium MPV positioned above the Innova Crysta, and later relaunched the iconic Safari brand with a modern SUV that competes directly with the XUV500.

It's important to note that there were also some positives about the Hexa. It was praised for its comfortable ride, spacious cabin, and off-road capabilities. However, these strengths were not enough to overcome the challenges mentioned above.

So, while the Hexa's discontinuation was primarily driven by poor sales and the need to adapt to stricter emission norms, it was also part of a wider strategic shift by Tata Motors to focus on different segments and cater to a broader range of customers.

Drawbacks:

• Price: The Hexa's premium price tag put it in direct competition with established players like the Toyota Innova Crysta and Mahindra XUV500, but it lacked the brand image and resale value to truly compete.
• Marketing: Compared to its rivals, the Hexa's marketing campaign was lackluster, failing to generate sufficient awareness and consideration among potential buyers.
• Engine Options: Initially, the Hexa's engine options were not refined enough, leading to concerns about fuel efficiency and performance. While updated engines addressed these issues to some extent, the damage to perception had already been done.
• Interior Design: While spacious, the Hexa's interior design was criticized for being bland and uninspiring compared to its competitors.
• Features: Though it offered a decent feature set, the Hexa lacked some premium features and technological advancements available in its rivals, making it feel less compelling.

Reasons for Discontinuation:

• Low Sales: The most significant factor was undoubtedly the Hexa's underwhelming sales performance. Despite its positives, it failed to capture a significant market share.
• BS6 Emission Norms: Upgrading the Hexa's engines to comply with stricter BS6 emission norms would have required substantial investment, which might not have been viable given the low sales figures.
• Shifting Focus: Tata Motors strategically shifted its focus towards other segments, introducing the Gravitas in the premium MPV segment and relaunching the Safari brand in the SUV segment.

Additional Points:

• The Hexa was praised for its comfortable ride, spacious cabin, and off-road capabilities. However, these strengths were not enough to overcome the challenges mentioned above.
• The discontinuation of the Hexa is not necessarily a reflection on the vehicle itself, but rather a strategic decision based on market dynamics and changing consumer preferences