Tata Harrier Facelift 2023 Expected Price - With Logic | V3Cars

2023 Tata Harrier Facelift Price — Variant-wise Expected Price Summary

If you trust our logic or don’t have the time to go deep into the details of how we arrived at the final variant wise prices of the Harrier facelift, then the following table should suffice:

We’re expecting the 2023 Harrier facelift’s manual variants to cost between Rs. 16.0 lakh and Rs. 23.50 lakh (ex-showroom). The automatic transmission variants could start from Rs. 22.30 lakh and go up to Rs. 25.0 lakh. The premium for automatic transmission could be Rs. 1.30 lakh to Rs. 1.50 lakh depending on the variant.

With this pricing strategy, Tata could increase the revenue as the Harrier becomes more expensive. But, the perceived value is going up significantly to more than make up for the higher ex-showroom prices.

How We Arrived At Rs. 16.0 Lakh Starting Price? — Harrier Base Model Expected Price

The current Harrier starts at Rs. 15.20 lakh. The new one gets a bunch of new features as standard such as:

• 2x front side thorax airbags
• 2x curtain airbags
• 5x 3-point seatbelts
• LED projector headlamps
• Connected LED DRLS and tail lamp
• TPMS
• Power mirror
• Height-adjustable driver seat
• Auto AC
• Larger 17-inch alloy wheels
• Body-coloured door handles

While the perceived value of these features is quite a lot more than the current starting price of the old Harrier, we believe that Tata could play the value card here. Keeping it a shade under Rs. 16.0 lakh will help it come across as a tremendous value for money option for budget-conscious buyers. Moreover, the lack of a music system or touchscreen makes us believe that the Harrier base variant could carry a good starting price.

2023 Tata Harrier Pure (O) Expected Price — Rs. 17.50 Lakh

The subsequent Pure (O) variant adds about Rs. 70,000 worth of features. We have seen that Tata usually get the base price good but the subsequent variants end up costing substantially more than they should. Thus, we expect it to cost Rs. 1.50 lakh more than the base model.

2023 Harrier Facelift Adventure Expected Price — Rs. 19.0 Lakh

Next up, the Adventure variant of the Harrier gets about Rs. 1.20 lakh worth of additional features. Historically, we’ve seen that Tata tend to gradually improve the value quotient as we move up the variant lineup. So, for the 3rd variant, we’re expecting a price jump of Rs. 1.50 lakh for Rs. 1.20 lakh worth of features.

Tata Harrier Facelift Adventure Plus Expected Price — Rs. 21.0 Lakh

The Adventure Plus variant of the Harrier facelift could cost Rs. 21.0 lakh, which is a Rs. 2.0 lakh jump. But for this price increment, you would get almost an equivalent value from the additional features.

New Harrier 2023 Adventure Plus Dark Expected Price — Rs. 21.50 Lakh

For the Dark edition, Tata tend to charge around Rs. 35,000 more. This time around, since you’re getting larger 19-inch alloys, we can expect them to cost Rs. 50,000 more than the lower non-dark variant.

Tata Harrier Facelift Adventure Plus A Expected Price — Rs. 21.50 Lakh

At the same price as the Adventure Plus Dark, we believe you may be able to buy the Adventure Plus A variant with ADAS features. Here, the ADAS naturally adds huge perceived value but the hardware costs aren’t equally proportional to the value addition. Since Tata could offer more ADAS features with one set of hardware, we believe this is the variant, which could get the value positioning. Thus, we believe it could cost only Rs. 50,000 more for the additional ~Rs. 1.0 lakh worth of features.

Tata Harrier 2023 Fearless Expected Price — Rs. 22.0 Lakh

The Fearless variant loses the ADAS tech but gets other luxurious features with a perceived value of about Rs. 1.20 lakh over the Adventure Plus (non-ADAS variant). So, we’re expecting it to cost Rs. 22.0 lakh (ex-showroom).

New Tata Harrier Facelift Fearless Dark Expected Price — Rs. 22.50 Lakh

With the Fearless Dark too, we expect a Rs. 50,000 price jump over the non-dark version.

2023 Tata Harrier Facelift Fearless Plus Expected Price — Rs. 23.0 Lakh

For the top-spec Fearless Plus variant, Tata have about Rs. 1.65 lakh worth of additional features. So, over the Fearless, we believe Tata may use the value card and price it at Rs. 1.0 lakh premium.

Tata Harrier New Fearless Plus Dark Expected Price — Rs. 23.50 Lakh

For the Dark styling, here too, you can expect to pay Rs. 50,000 more than the Fearless Plus non-dark.

Additional Cost For Automatic Transmission

With the Safari and Harrier diesel, Tata currently charge Rs. 1.30 lakh for the torque converter automatic. We expect it to continue as before. However, for certain variants, which get the ADAS features, we’re expecting the automatic transmission to cost Rs. 1.50 lakh more than the comparable manual transmission variant. This is because adaptive cruise control is only available with automatic transmission. So, it gives the automatic an added advantage to justify a slightly higher price.

This makes the Harrier automatic’s expected price range Rs. 22.30 lakh to Rs. 25.0 lakh (ex-showroom).

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Why New Harrier May Not Cross Rs. 25.0 Lakh?

First of all, the Rs. 25.0 lakh psychological barrier. Now, you may say that the Nexon didn’t give a damn about the Rs. 15.0 lakh psychological barrier. But, then, we see that the Harrier’s feature distribution is pretty darn good. Meanwhile, the Nexon feels incomplete unless you go really up the variant chain. Most variants, including the base model of the Harrier facelift looks pretty good and well loaded. In fact, should the Harrier launch at Rs. 16.0 lakh starting price, the Harrier’s base trim could become an excellent choice for budget and value-conscious buyers.

The nicer feature distribution of the Harrier 2023 tells us that there’s certainly some backlash from the arrogant pricing, bad feature distribution and inconsistent communication with the new Nexon. We may not see it but Tata are probably feeling it in terms of number of queries and bookings for the new Nexon. Otherwise, we’d have seen a similar poor distribution of features in the Harrier as well. The new Harrier is their opportunity to make up for the mess they made with the Nexon. We even noticed that the information was very clearly communicated this time around and we haven’t noticed any discrepancies so far.

So, with the Harrier, we’re not just hoping, but expecting to offer a buy recommendation with a few variants of the Harrier when we do the math for our variant explained articles.

Secondly, even with a decent value pricing, Tata will have no problem squeezing more revenue while creating an image of higher perceived value. The overall prices are still higher than before.

Finally, there’s a real risk of an economic slowdown, which Tata may be able to sense. We’re seeing total discounts of close to Rs. 1.0 lakh on cars costing well under Rs. 10.0 lakh ex-showroom. If these signs don’t convey the possibilities of an impending recession, I don’t know what else would convey the risks I’m seeing on the horizon.

Also Read: 2024 Hyundai Creta Facelift Expected Price Range — #WithLogic

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