Tata Engineering (Telco) is looking at the pick-up vehicle segment in a big way, a segment dominated by arch rival Mahindra & Mahindra (M&M). Telco is hoping to up its market share in the category driving on the new version of Tata 207 DI.

The Tata 207 DI is powered by the same engine as in their 407 light commercial vehicle, and has been designed for both urban and rural use.

The company claims that the 207 DI is the country’s first 1.13 tonne payload pick-up with power steering.

The Tata 207 DI is a final leg distribution vehicle, dovetailing into the hub-and-spoke distribution concept, and it can be used over a large range of applications such as transportation of milk, vegetables, poultry and fast moving consumer goods.

Addressing newspersons, Shyam Mani, general manager, sales and marketing of Tata’s commercial vehicle business unit, said, "The Tata 207 DI is the result of intensive design, engineering and technical testing. The performance parameters were outlined on the basis of extensive and in-depth consumer feedback."

The vehicle is available in single cab and crew cab version in both Bharat Stage I and Bharat Stage II. The vehicle with Bharat Stage I was launched in August last year. The 207 DI Bharat Stage II is priced at Rs 4,04,000 ex-showroom Mumbai for the single cab with power steering, while the base single cab with mechanical steering retails at Rs 3,86,000.

The company claims that it sold around 800 Tata 207 Bharat Stage I vehicles in April, and holds a market share of 34 per cent currently.

Tata officials refused to divulge any sales target for the new variant. The strategy is to aggressively push the product to increase our presence in the category, Mani added.

The company may look at launching several other variants of the 207 DI pick-up, including a turbocharged option and a four-wheel drive in the future.

It is also looking at exporting the vehicle and is trying to meet export norms, once it can be engineered to meet Euro III standards.