Tata looks to “delight” commercial vehicle owners

Tata Motors launched a Delight customer royalty program, targeted at commercial Tata vehicle owners, amidst a press conference at Mumbai. This “one of its kind” program is a unique one, aimed at building loyalty towards CVs, aims to target not just new vehicle buyers, but also existing users, upto 1st January 2009.

Customers will receive a Tata Delight Owners Card on enrollment, as well as Tata Delight Chassis cards for further vehicles. Points can be accumulated on the owners card in the following ways:

Purchase of new vehicles to redeem points on servicing, fuel, oils, lubrication and tyres and to purchase gifts. The price is either Rs 500 for 3 years with unlimited insurance, or Rs 100, exclusive of insurance. Membership priveleges also include child education scholarships, invitations to watch movies or motorsports events with family, and a chance to win a Tata Nano every fortnight, through lucky draw. For every Rs 100 spent, 2 points are gained, where 1 point is equivalent to Re 1. Additionally, Gold and Silver membership program may also be started.

Speaking at the launch, Mr Ravi Pisharody, President- Commercial Vehicle Business Unit at Tata Motors said, “We thank our esteemed customers for their long standing support to the Tata brand. This program has been launched to create an even deeper customer connect, and take our relationship with customers to the next level.” When questioned about the business model based on the recent price hikes in fuel by Rs 5, he mentioned that price hikes have been occurring frequently since the past year, and will not prove a hindrance towards advancement of this product.