INDIAN brand Tata has dipped another toe in Australian water, relaunching the brand with a trade ute that the Indian brand hopes will sell on value.

Priced from $22,990, the Tata Xenon, as the cab chassis, single and twin cab range in both rear-wheel and all-paw drive is known, fills what Tata believes is an important gap in the market – tradie-friendly commercial load luggers priced at less than $35,000.

The company has watched the Toyota HiLux’s dominance in the top 10 of Australia’s monthly new-vehicle sales, and reckons there’s a slice for it and newly appointed importer, Fusion Automotive, in what is one of the top five trade ute markets worldwide.

Both Tata and Fusion say they are here for the long-haul, with the Xenon the first of a number of trucks, buses, commercial vehicles and passenger cars wearing the stylised Tata “T” that will eventually arrive here.

The worry at the budget end of the market, though, is that you get what you pay for. With the Tata Xenon, you do.

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