Tata Motors on July 7 launched the #Dark range which includes its premium hatchback Altroz, Nexon, Harrier and the highest selling passenger electric car, Nexon EV.
A press release by the automotive brand said, Harrier #Dark, launched in August 2019, took the style and premium quotient of the SUV to the next level. It provided a compelling package to customers who were looking for a bold, sophisticated and stylish SUV. The Dark theme on the exteriors and interiors created a unique identity for Harrier Dark. The other changes like distinctive dark finishes, special Blackstone Matrix dashboard and premium dark upholstery were well appreciated, it said.
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. 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.
Commenting on the launch of this exclusive range, Mr. Vivek Srivatsa, Head Marketing, PVBU, 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 and 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 and stylish cars this festive season.”
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 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 Nexon EV #Dark theme will be available on the Nexon EV XZ+ and the XZ+ LUX variants.
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 SUV. On the interiors, Harrier #Dark offers a premium dark theme with exclusive touches to the key interior elements.