7 July, 2021
Tata Motors, one of India’s leading automotive brands, today announced the launch of the #Dark range which includes – India’s safest premium hatchback Altroz, India’s first GNCAP 5star rated car – the Nexon, its premium SUV with the Land Rover DNA – the Harrier and India’s highest selling passenger electric car – the Nexon EV.
Harrier #Dark launched in Aug’19 took the style & premium quotient of the Harrier to the next level. It provided a compelling package to customers who were looking for a Bold, Sophisticated & Stylish SUV. The Dark theme on the exteriors & interiors created a unique identity for Harrier Dark. Other changes like distinctive dark finishes, special Blackstone Matrix dashboard & premium Dark upholstery were well appreciated and helped Harrier Dark stand out in the crowded SUV segment. As part of the New Forever Philosophy, Tata Motors is extending the #Dark franchise to the two other aspirational brands in the portfolio.
The Dark range is now available at dealerships and is open for bookings. All Tata Motors authorised dealerships are decorated in the Dark theme for customers to indulge into this exclusive experience. Additionally, to add aesthetics and accentuate the styling, the Company is also introducing exclusive merchandise, which will consist of #Dark branded premium leather jackets and T-shirts. Furthermore, keeping absolute safety in mind the Company has also introduced a tyre puncture repair kit, as a priority customer offering, to increasing the convenience quotient in the range.
Commenting on the launch of this exclusive range, Mr. Vivek Srivatsa, Head Marketing, Passenger Vehicles Business Unit, Tata Motors said, “Harrier #Dark which was launched as a limited edition product initially, did extremely well and on popular customer demand became an integral part of the Harrier portfolio. It offered an exciting & unique package to the customers. We are confident that the extended dark range is equally compelling and cater to customers who are looking for bold & stylish cars this festive season.”
About the Dark Range
Altroz Dark: Altroz has always been appreciated for its futuristic design and style. Altroz Dark, the new top of the line variant comes in a new Cosmo Black exterior body colour with dark tint finish on R16 alloy wheels and premium dark chrome across the hood. The Granite Black interior theme with metallic gloss Black mid pad and the leatherette upholstery with deep Blue Tri-arrow perforations and deco blue stitching, all add to the premiumness of the Altroz Dark. The #Dark mascot on the exterior and the Dark embroidery on the front headrest accentuate the theme. The Altroz Dark will be available in the top variant XZ+ for petrol (NA and iTurbo).
Nexon Dark: The Nexon in its #Dark avatar sports new Charcoal Black R16 Alloys, #Dark mascot, Sonic Sliver highlights on the body along with matte Granite Black cladding to accentuate its exterior. The interiors offer special dark interior pack, premium leatherette upholstery with Tri-arrow perforations on seats and door trim. The front headrests sports special #Dark Embroidery in line with the theme of the interiors. The new Nexon Dark will be offered in XZ+, XZA+, XZ+(O) & XZA+(O) variants, in both petrol & diesel fuel options.
Nexon EV Dark: The Nexon EV #Dark theme will be available on the Nexon EV XZ+ and the XZ+ LUX variant. These variants will adorn a premium Midnight Black exterior colour with Satin Black humanity line and beltline, #Dark mascot and an all-new Charcoal Grey alloy wheels. The interiors of the car are also accentuated with dash of Dark themed glossy piano Black mid-pad with premium dark themed leatherette upholstery with Tri-arrow perforations on seats and door trims, highlighted by EV Blue stitches (on the seats) and a leatherette wrapped steering wheel. The car will also get iTPMS (Tyre pressure monitoring system). Additionally, the Nexon EV XZ+ variant will have rear seat central armrest with cup-holders, 60:40 rear seat-split and adjustable rear seat headrests.
Harrier Dark: The Harrier #Dark offers all-new Oberon black colour with a tinge of deep blue adding to the stunning looks of Harrier. It also sports the bigger R18 Blackstone Alloys complimenting the sporty stance of the Harrier. On the interiors, Harrier #Dark offers a premium dark theme with exclusive touches to the key interior elements. It sports a complete dark upper environment in line with the latest trend in the premium luxury car segments. The Benecke Kaliko Leatherette upholstery carry a special Tri-Arrow perforations with deep blue undertone to it enhancing overall premiumness of the interiors. Also the front seat headrests sport a special #Dark embroidery complementing overall dark theme on the interiors. Harrier #Dark will be available in 3 trims XT+, XZ+ & XZA+.
Despite a challenging year, Tata Motors has exhibited a stellar performance in the passenger vehicles market in India with month on month robust sales performance. The Company also recently announced that it has put in place a comprehensive ‘Business Agility Plan’ to protect and serve the interests of its customers, dealers, and suppliers for the well-being of its business and supporting ecosystem.