The Tata Safari is set to maintain its top-tier status moving forward. In a recent chat, Vivek Srivatsa, the Chief Commercial Officer of Tata Passenger Electric Mobility, highlighted that the Safari brand will keep getting Tata Motors' finest technology and luxury features. He pointed out that the Safari is one of Tata's strongest brands, and the company is dedicated to preserving its legacy.

Launched back in 1998, the Safari has always been Tata’s premium flagship model. The earlier versions, before 2021, were known for their tough look and upscale features, while the newer models have shifted focus towards comfort and luxury.

Srivatsa mentioned that the Safari's essence lies in balancing ruggedness with a premium feel. He noted that the 2021 model leaned more into comfort, making it more suitable for everyday use while still keeping some of its rugged charm—just toned down to fit changing market trends.

Prior to 2021, the Safari was built on a ladder-frame chassis, which boosted its off-road capabilities. However, with the 2021 version, Tata Motors moved to the OMEGA architecture, which is based on Land Rover’s D8 platform. This change reflects Land Rover’s own shift from ladder-frame to monocoque chassis in most of its vehicles. Srivatsa explained that this transition helped Tata find a good mix of performance, design, and luxury features.

He went on to say that market research shows a change in what Indian consumers want, with more people choosing to take longer road trips. Thanks to India's rapidly improving road infrastructure and the rise in intercity highway travel, the monocoque chassis provides the perfect mix of comfort and luxury for today’s buyers.

Since 2021, the Safari has really caught on with high-end customers, who now see it as a top-tier family SUV. Srivatsa mentioned that the demand for the Safari is still strong, with buyers ready to pay extra for it. He added, “We price it higher than our competitors, which clearly shows that the Safari still holds its flagship status.”

However, this shift towards a more premium feel meant sacrificing one of the Safari’s signature features—4X4 capability. Srivatsa admitted that while Tata Motors was a trailblazer in introducing 4X4 in India, the current challenge is to bring it back in a way that feels modern and relevant.

He hinted at the potential for a Safari EV, noting that Tata Motors has already demonstrated how to reintroduce 4X4 capability with the Harrier EV. He also mentioned that if there’s enough market demand, Tata will explore that route while making sure the luxury and flagship vibe of the Safari stays intact.

Special editions add a unique touch to the Safari

Tata Motors made a big move in 2021 by switching the Safari to a monocoque chassis and rolling out several limited and special editions. The Safari actually kicked off the whole limited edition trend for Tata, starting with the Kaziranga edition that year.

Srivatsa pointed out that the Safari brand represents a sense of upward mobility. It’s always been about balancing performance with a touch of prestige for its customers. By launching these limited editions, Tata Motors is looking to enhance those qualities even more. “These are the core values of Safari that we aim to showcase in our limited editions, and that’s the path we’ll keep following moving forward,” he said.

Srivatsa pointed out that a major factor in restricting the production of the Stealth Edition is its unique matte paint finish, which comes with a hefty price tag and isn’t practical for mass production. By keeping the total to just 2,700 units, it maintains its rarity and exclusivity. “In a few years, this will turn into a collector’s item, giving owners a real sense of pride,” he said.

Tata Safari aimed at the international market

Since it hit the scene in 1998, the Tata Safari has been a hit, not just in India but also abroad. The first-gen Safari made its way to several European countries, including the UK, and when the Tata Safari Storme came out in 2010, it was exported to 12 countries around the globe.

But things changed with the 2021 model, which is now only available in Nepal. Srivatsa pointed out that this is mainly because the Safari is only offered with a diesel engine, and diesel cars aren't as popular worldwide, especially in right-hand-drive places like the UK.

On a brighter note, Tata Motors is gearing up to launch the Safari with a petrol engine developed in-house. Srivatsa mentioned that this could be a great chance for the Safari to make a comeback in international markets, saying, “Safari with gasoline is definitely a good opportunity for us in the export market."

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