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MOTORINDIA
l
June 2012
Tata Motors’
modified strategy
to retain market leadership
Tata Motors still retains its market
leadership in the Indian commercial
vehicle industry. Despite command-
ing nearly 60 per cent of the Indian
commercial vehicle market, the
company is gearing itself to meet
the emerging competition with the
entry of multinationals in the poten-
tially strong Indian market. Mr. Ravi
Pisharody, President - Commercial
Vehicles Business Unit, Tata Mo-
tors, explained in detail the company
strategy to maintain its market in the
emerging scenario.
In 2011-12, the major new intro-
ductions by Tata Motors were the
Zip and the Iris. Their numbers were
ramped up well since their launch. In
March 2012, the company turned out
5,000 units, which is close to 200 per
day. Production is likely to hit 7,500
per month, which is 300 per day, and
could be done at its Pant Nagar plant.
The Dharwad plant of the company
has also started production of the Zip
in March.
With the Tata Ace performing out-
standingly well since its launch, the
company has recently come up with
the Super Ace and the Ace EX. The
Ace EX, which costs around
Rs. 8,000 more than the regular
Ace, comes with a start-stop bat-
tery and bigger tyres, and also
offers seven per cent better fuel
economy. The company has an
Greater focus on new vehicle variants to boost sales
Mr. Ravi Pisharody, President - Commercial Vehicles Business Unit
By R. Natarajan, Managing Editor & Publisher
vehicle zone
Focus on Truck industry