Sedans generally aren’t the vehicles you’d choose for tackling flooded roads, steep rocky climbs or seriously broken terrain, but Tata clearly didn’t get that memo when it decided to demonstrate the durability of its new Aeris.
Rather than simply driving the car around a proving ground, the company subjected it to conditions that looked better suited to an SUV. Water, loose rocks, and deep ruts were only the beginning.
Things eventually became much harsher, with Tata subjecting the car to a dramatic impact test that left it completely buried from view. Afterward, the only question was: would it still work?
In a new video published on its official YouTube channel, Tata revealed that every one of those challenges was completed using the same Aeris, similar to when Top Gear tortured a Toyota Hilux. The unusual demonstration was designed to make a simple point about the new sedan: Tata wanted to show how much punishment it could withstand.
First Came The Water
The test started with a scenario familiar to drivers in regions where heavy rain can quickly overwhelm roads. Tata drove the Aeris through a substantial stretch of standing water to demonstrate its ability to keep moving in flooded conditions.
From there, the company abandoned smooth pavement altogether. The sedan was sent across loose rocks, deep ruts, and uneven surfaces before being driven up steep, rough climbs.
Tata described it as terrain that a sedan is normally expected to avoid. Despite its relatively low-slung body, the Aeris continued through each obstacle under its own power.
It’s worth noting that this is a manufacturer-produced demonstration rather than an independent durability test. Tata also doesn’t provide detailed measurements for things such as water depth, impact forces, or the severity of each obstacle in the video.
Then Things Got A Little Ridiculous
Apparently satisfied that water and rocks weren’t enough, Tata escalated things… a lot. The Aeris was positioned beneath a large quantity of gravel and rocks that came crashing down around and over the car until it disappeared from view.
After taking the impact, the sedan was uncovered. Tata then attempted to start it again, providing the payoff to the entire demonstration. The Aeris fired up.
The carmaker subsequently revealed that it hadn’t been swapping between identical vehicles for the different sequences. According to Tata, the water crossing, off-road punishment, and final impact demonstration were all performed using the same Aeris.
One Aeris, Multiple Torture Tests
The campaign fits Tata’s “Defeat Boring” positioning for the new sedan, combining a durability demonstration with the kind of spectacle likely to get considerably more attention than a conventional promotional video.
It also gives Tata an unusual way to introduce the Aeris without relying entirely on styling shots and feature lists. The sedan’s sleek appearance may be part of the pitch, but the company clearly wants toughness to be part of the conversation as well.
Tata certainly found a memorable way to make its point. Most owners will hopefully never discover whether their Aeris can survive driving through a river or being buried under a mountain of debris. Knowing Tata already volunteered one for the job should be reassuring enough.