From utility to lifestyle
Pick-up trucks are never considered lifestyle vehicles in India. However, they are popular in the United States and Thailand as personal transport vehicles. In India, they are still seen as commercial vehicles, intended for farm or dairy activities.
In a move to burst this myth, Tata Motors was the first automobile company in India to launch the Tata Mobile, a pickup vehicle, way back in 1989. We now have a fleet of pick-up trucks from different manufacturers in the country. To convert them into a lifestyle products, companies have made revolutionary changes in their design, performance and features.
The latest entrant to this segment is the Japanese commercial vehicle maker Isuzu's D-MAX, which comes at a base price of Rs 5,99,000 (ex-showroom, Mumbai). The D-MAX has two models - a "flat deck" basic model and an "arched deck" lifestyle vehicle.
With its arrival, the competition in this segment has now become intense. The Isuzu D-MAX is the first global pick-up truck to enter in this segment.
Tata's Xenon DICOR and Mahindra's Genio mDI CRDe are the other contenders in this category that are challenging the new entrant. So, which among these three can fulfill the expectations of a potential Indian buyer?Text
: Charu Kishnani, Car Dekho
www.CarDekho.com, India's #1 auto portal!
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