Tata Motors #JET Edition launched: Why this after the Dark Edition and what’s different

Tata Motors has launched the #JET Edition specification that will be made available in the Nexon, Harrier, and Safari SUVs. The #JET Edition joins a long list of similar special edition campaigns that the company has been introducing for buyers in recent years. The most notable and long-running of these is the ‘DARK’ edition which has been garnering a substantial amount of sales for the automaker. TOI Auto had an exclusive interaction with Mr Rajan AmbaVice President, Sales, Marketing and Customer Care, Tata Motors Passenger Vehicles Ltd who helped us understand the company’s aims and expectations from the all-new #JET Edition and what will set these cars apart from the outgoing models.
“As you know, providing upgrades to our product lineup every few months is not possible as major interventions on a model require considerable time investment and it requires a reasonable time frame. Since 2020, we have been doing a lot of interventions in our models. Whether it is introducing the Tiago NRG or the funky colour options in the Punch, or the Dark editions, the Kaziranga editions, and the Gold edition of the Safari. As an industry player, we have seen that bringing an element of fun in the way we put out vehicles, and having themes and stories has been paying us quite handsome dividends. Both in terms of business and more importantly in creating excitement around the brand.” Amba said.

He tells us that over the years, Tata Motors has seen a lot of success with dual-tone themes and expects to continue that streak with the #JET Edition’s urban bronze colour and a platinum roof that they are calling ’Starlight’. The special edition vehicles will also feature a dual-tone white and black interior theme and all-black diamond-cut alloy wheels. The Nappa leatherette seats with the #JET mascot are also an extra touch in these cars.
Re-iterating that these special editions are not just a slap-on job but an opportunity seized, Amba told TOI Auto, “It has to have a theme or story, we cannot be putting out stuff just for the sake of it. We think the #JET edition is a very timely intervention from the perspective of it coming out just before the festive season spike in demand. As well as from a positioning perspective in the SUV segment, where we have been maintaining leadership in the last few months. The Punch has become the first car ever to hit the sale number of 10 lakh units within 10 months. So I think #JET, SET, SLAY is a reflection on Tata Motors.”

He also stated that Tata Motors has grown at a pace of 90 percent in the first four months of FY22 in comparison to its position in FY21. These interventions or special editions tend to contribute between 13 to 15 percent of the automaker’s overall sales volumes. Keeping that in mind, the DARK edition has become such a mainstay, that it now contributes to a significant portion of Nexon sales. In Harrier and Safari, the DARK editions contribute close to 50 percent of sales. Despite being limited to the top variants.
So, how long will the #JET Editions be available? Amba says, “The way we have worked it out is, we have a number in mind for the #JET editions from a business case perspective but we will continue our cycle of interventions where we will be introducing more such stylised variants and at the point where the next special edition is ready, we will look at how the #JET editions are performing and accordingly take a call on it. If it makes sense to continue with it, depending on customer response, we will do that.”

In terms of equipment updates, the Safari #JET Edition will feature new headrests that passengers can adjust to keep their heads comfortable while relaxing or going to sleep. The SUVs also feature C-type chargers now in the #JET edition models. EPB has been introduced in the Harrier now as well and certain advanced ESP features have been brought in by software upgrades.
What will these upgrades translate into in terms of cost to customers? “Our pricing for the #JET edition will be very well thought out just like it has been with the Kaziranga or the DARK edition. We want it to be accessible and within reach of every high variant customer. One thing we have understood is the price value equation. It is a combination of the vehicle, the brand but also about the price.” Amba said.
In a broad stroke, Tata Motors has priced the #JET Editions of the Nexon, Harrier and Safari SUVs at a premium of Rs 20,000 to 40,000 depending upon the variants. Here is a look at the individual prices:

Would you pay extra for such special editions when buying a top variant model, irrespective of the brand? Let us know in the comments below.