Tata Motors launched the versatile Tata ARIA, a crossover for South Africa, and unveiled the Tata Prima KL3TXF 6X4 Truck Tractor and the Tata Ultra 812 Truck at the Johannesburg International Motor Show 2013. The recently launched new generation bakkie, Tata 
Xenon XT, was also on display along with the Tata Prima Tractor, Tata Prima Box-Tipper, Tata Super ACE, Tata Vista D90, Tata Manza Club Class and the Tata Storme.
Speaking on the occasion, Mr. Karl Slym, Managing Director, Tata Motors, observed: “South Africa is one of the focus markets for Tata Motors. We see tremendous potential in the market needs and are confident of designing products to cater to the consumer’s needs here. The new Tata Aria, the Tata Prima KL3TXF 6X4 Truck Tractor and the Tata Ultra 812 Truck will be introduced in South Africa in 2014, which will bolster our extensive vehicle portfolio in the country. These products benefit from our innovations and deep understanding of the South African customers. With Horizonext, we have embarked on a journey with a commitment to excite our customers globally, and we look forward to unfolding our strategy in South Africa for a deeper presence in this market.”
Said Mr. Noel Tata, Managing Director, Tata International Ltd.: “Africa is a focus market for the Tata group and we see a tremendous potential in this region. We began our relationship with Africa in 1977 with the import of Tata Motors vehicles for Zambia. Today, we sell Tata Motors vehicles in over 11 African countries. We introduced our trucks in the South African market in 1999 and cars and bakkies in 2004. Since then, we have come a long way in terms of our product offerings and customer service, and the result can be seen in more and more customers preferring to buy our products over competition. With the introduction of the new range in the Johannesburg International Motor Show, we will further strengthen the Tata brand in Africa.”
The Tata Aria continues to evolve the new Tata Motors design language in the passenger vehicles portfolio and will be available across Tata Motors authorised dealerships from early 2014.
On the commercial vehicles sides, the company unveiled the Tata Prima KL3TXF 6X4 Truck Tractor. It is designed mainly to the needs of a South African customers after multiple interviews, customer clinics and testing cycles in South African conditions. It is fitted with the latest gearbox model (FO-18E318B) of Eaton that guarantees high torque performance (2509Nm@1200 rpm) to provide powerful gradeability in high slope areas. Luxurious and high standards of design and function have been used in the cabin for high habitability & driver comfort.
The Tata Ultra 812 Truck was another star attraction unveiled. Powered by a 497 TCIC Euro 3-compliant engine, the truck’s low reving engine will ensure better engine life and durability. In addition, a high torque of 400 Nm at a lower rpm of 1300-1500 ensures lesser gear shifts and improves the fuel economy.
The truck comes loaded with features like dash mounted gear level, utility socket, music, digital clock, cab tilt lock indicator, low fuel level indicator lamp, brake lining wear indicator, and air filter service electrical indicator. With a seating capacity of driver and two crew members, it is well suited for applications like general freight, bakeries, courier services, short distance deliveries, and so on.
Mr. Manny De Canha, CEO, Associated Motor Holdings, said: “We aim to continuously scale up on the foundation created by Tata Motors over these years. The company has developed a new and impressive portfolio of vehicles. Accordian Investments is proud to be associated with a brand that is gaining global recognition. Tata vehicles are known to offer high value propositions with their design, product quality and performance. We will continue to support these products by offering high quality after-sales service to offer the South African customers best vehicle experience.”
Tata Motors started exports to South Africa in 1998. With exports of commercial vehicles and passenger vehicles that began in 2004, 
the models currently being sold in South Africa are the Tata Indica and Tata Vista Hatch Back and the Tata Manza Sedan, from the passenger vehicles business, and a wide range of commercial vehicles. So far, over 71,000 Tata vehicles ply on South African roads.
The company began its international footprint established through exports since 1961 and today has presence in over 60 markets. With tremendous global experience, the company brings deep understanding of customer expectations from diverse markets and is well positioned to cater to ever-changing automotive norms and consumer trends across the globe.