Part car, part dream machine, the Safari cuts an imposing figure, imperial in its dimensions and primed to deliver on the promise of a name that evokes the magic of motoring in the great outdoors. "Owning a Tata Safari is an article of faith," says Mr Nair as he cruises past mortals in lesser automobiles. "It reinforces your belief in yourself, it defines your place on the road."

Launched in 1998, the Safari was India’s first sports utility vehicle (SUV), an automobile breed that has ruled American motorways since the 1980s and is now capturing the imagination of people everywhere. The Safari is the quintessential SUV, or off-road vehicle, built to go where ordinary cars can’t and to do tasks that its undersized cousins quiver at. This becomes obvious as Mr Nair and his Safari make light work of craggy terrain to reach motorable road.

A bunch of big-ticket numbers will be launched in the country soon. Far from being fazed, Mr Nair sees an opportunity here for the Safari. "The market will expand with the entry of newer players at higher price points. Moreover, their entry will heighten interest in a segment which was nascent, benefiting the Safari," he says. "The Safari is roomy on the inside and offers all the creature comfort of a car. Fuel efficiency is also good."

The Safari retains its poise as Mr Nair rips into another curve at high speed. Solidity is its calling card, but there’s more to the Safari. Considering the standardisation of creature comforts in contemporary cars, it is hard to stand apart on this score. Even so the Safari manages to emerge with serious advantages. 

It has a dual-zone air-conditioning system, with dash and roof-mounted HVAC system and a smashing Blaupunkt audio assembly customised to suit the interior’s acoustics. Complementing the five-part speaker system are woofers and tweeters that provide sound of a clarity and preciseness that is music to any listener’s ear. The outside world becomes a faint whisper as Mr Nair enlightens his fellow passengers on the sound prowess of the Safari.

The designers at Tata Motors believe God is in the details, which explains the attention lavished on relatively little things: lumbar support seats, classy handles and mirrors, leather-wrapped gear knob and steering wheel, a chic, soft-feel dashboard, outstanding sound insulation, and other features. Mr Nair has the accelerator pressed to the floor, but the inside of the Safari seems only slightly more animated than your average drawing room.

The vehicle’s other attributes are just as impressive. Be it braking efficiency, suspension system, security features or lighting, the Safari scores high on every count. Besides, its safety characteristics are among the best in its class, with collapsible steering columns inside the vehicle, crumple zones under the bonnet, and energy-absorbing front and rear bumpers on the outside. One can switch on the 4 x 4 mode while on the move and the limited slip differential ensures safe traction and grip on uneven surfaces.

Like its little sister, the Tata Indica, the Safari is a triumph of Indian engineering, and a reflection of the Tata conviction that this country can compete with the best in the world — and win.

The Safari has evolved continuously since its launch in 1998. Tata Motors will soon be launching a petrol version of the Safari with an engine that delivers 135bhp, complementing the current 90bhp diesel model. Also on the enhancement menu are twin, front air bags and anti-lock brakes.

Tata Motors’ ambition in the Indian SUV segment stretches beyond the competition per se. It wants to play a full role in expanding the market, in making the Safari the lifestyle choice for what an SUV is really meant to be — a vehicle as much for the vast outdoors as for the urban jungle.

That’s the reason, partly at least, why there’s a club called ‘Explorer’ for Safari owners. The club offers benefits to its members through tie-ups with leading manufacturers, retailers, restaurants and hotel chains. It also goes to unusual lengths to keep its brand buoyant, such as organising special movie screenings members, inviting them  for Safari-sponsored music concerts, and putting together get-togethers and events with a sporting theme.

Then there are the brand promotions. The Safari was one of the more prominent characters in Road, the Ram Gopal Verma thriller. Add to this the ‘Lounge Safari’ album, the result of a tie-up with a media house to promote lounge music. These and other customer-winning strategies have helped Tata Motors sell more Safaris, as a lifestyle vehicle, than many mainstream cars in its price range.

The Safari is positioned as a luxury off-roader that is equally adept in the urban environment. The typical Safari owner is male, in his mid-to-late 30s, and someone who does his own driving. For most of them the Safari is a second vehicle (beside the premium sedan).

That’s the profile, but what about the Safari buyer’s personality? "I would say he is a person who wants to be noticed, someone who likes fun and adventure, is or wants to come across as someone who charts his own course," says Mr Nair. "Safari owners love the street presence of their vehicle. Then there’s this blend of ruggedness and opulence."

The churlish among American automobile watchers contend that the SUV is a symbol of excess and waste. Whatever be the strength of that argument in the US, SUVs, as a segment, are growing in India. Our propensity to travel big — packing in every inch of space with people, luggage and sundries — makes the logic of owning a Safari as compelling as having a spare tyre on a long drive.

Safe, efficient and with loads of extras, Safari is crafted to enhance and enrich the road experience. You could, instead, use that mini-van, a perfectly respectable automobile that will get you from point A to B, or some place just as boring. But if its invigoration you seek, if you are what you drive, it’s time to take a tour on the Safari.