Tata Motors launched six trucks to counter a 20% sales dip in its biggest business segment- medium and heavy trucks. Four of these belong to its premium 'Prima' range.
Tata's domination, at around 65% marketshare, is under serious threat from foreign players like Daimler, Volvo and Navistar.
"We started working on the premise that the Indian market would open up to foreign players, 7-8 years ago and are well placed to take on competition," said Ravi Pisharody, ED, commercial vehicles, Tata Motors.
Tata's top-of-the-line Prima range was introduced in 2010 but the high-end trucks did not cut ice with value-conscious Indian buyers.
Tata has removed some high end features in the driver cabin and kept the new Prima LX range's price at just a 8-10% premium to the standard truck.