As much as Tata would hate to admit it, the fact is, the Aria just doesn't sell. The ambitious crossover was launched with an ambitious price tag and as a result, is a Tata salesman's nightmare.
Tata knows how to fix the problem though - discounts, discounts and some more discounts.
If you may remember, the Aria was already available with discounts to the tune of Rs 1.5 lakh, as we'd told you in December last year. Now, the same 2012-manufactured units are available with a straight Rs 2 lakh cash discount, with 2011-manufactured cars getting an even chunkier Rs 2.5 lakh cash discount.
To sweeten the deal, Tata will throw in a further discount of Rs 50,000 as exchange bonus (on 2013-made models, too). These discounts are not applicable on the base Pure 4x2 LX variant, though.
These discounts are an effort to clear out stocks before Tata launches the facelifted Aria with an optional automatic gearbox, which it previewed at the Geneva Motor Show earlier this month.