Italy, Ferrari, Alfa Romeo, stylish, cars and one of the oldest in the field. These are the few words that flashes in your mind once you hear the word "Pininfarina". They are one of the oldest design studios which has given us some awesome cars in the Ferrari, Alfa Romeo and Maseratti brands. It was 2008 when they came to an agreement with the banks to which they were indebted to. They were in a move to sell the their family owned major stake of 50.7% to a suitable buyer in 2009. So, guess what was the news going around the rumour mills, Tata Motors was one of the viable customers in line. What made this news to go around the media?
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| Pr1ma in the making |
With already JLR in their pockets and Tata Nano already making the world automotive industry turn their attention towards Tata Motors, they wanted to go global in every aspect, this time being on the aesthetics part. So, where did they go? Pininfarina. They wanted to develop a saloon on the Indigo platform. The result was the launch of Tata Pr1ma(Italian for "First") in the 2009 Geneva Motor Show. The design was elegant and sleek. Both the interior and exterior dimensions were larger than the existing Indigo platform. It is expected to be launched by mid of 2012. The launch price would vary between 
1200000 to 1500000 (approx $24000 to $30000). It would compete with market leader in the segment like Hyundai Verna Fluidics, Chevy Cruze and Honda Civic. With both Diesel and Petrol variants on the line and if Tata manages to give the fuel efficiency which they managed with their other models then it would definitely be a run for the money for both Honda and Hyundai fans.
1200000 to 1500000 (approx $24000 to $30000). It would compete with market leader in the segment like Hyundai Verna Fluidics, Chevy Cruze and Honda Civic. With both Diesel and Petrol variants on the line and if Tata manages to give the fuel efficiency which they managed with their other models then it would definitely be a run for the money for both Honda and Hyundai fans.As Pininfarina's collaboration with Tata Motors came into light with the launch of Pr1ma, the grapevine was buzzing in 2009 with the news that Tata Motors might be on a golden run in stepping into the Global market. It is already 2012 now but still nothing has happened regarding the deal. But if Tata really needs to breach that Global niche of clientele then it has to bring its A game, we can see glimpses of it with its Pr1ma.
Sources:
http://www.cartradeindia.com
http://www.insideline.com
http://www.worldcarfans.com
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