Tata Motors launched on May 14 three new next-generation heavy trucks from its Prima range of commercial vehicles in Qatar, along with its partner, Al-Hamad Automobiles. Having been extensively tested to conform to the standards of the Gulf region in terms of power, durability, payload, emissions and safety, these world-class trucks will continue to offer the Tata Motors advantage of lowest total cost of ownership to customers.
The company conceived the Tata Prima in 2008. A combination of power, world-class performance, fuel efficiency, superior technology and safety, the Tata Prima has been built with technical inputs from across the world – an Italian cab design, engine technology from the US and Europe, gearbox expertise from Germany, chassis frame know-how from Mexico, sheet metal dies from Japan and Korea, and Swedish precision on a robotic weld line. It is also referred to as the ‘World’ truck. Meeting varied end-user requirements, the Tata Prima boasts outstanding material and build quality, comfort, driving dynamics and economy, as well as the lowest overall costs.
The models introduced in Qatar are the Tata PRIMA 4438S (4X2) tractor head, Tata PRIMA 4038K (6X4) construction tipper and the Tata PRIMA 4738K (8X4) on & off road tipper.
Mr. Ravindra Pisharody, Executive Director, Commercial Vehicles Business Unit, Tata Motors, said: “The launch of the Tata Prima brand in Qatar is an important milestone in Tata Motors’ continued expansion in the Qatar market and the GCC region. A new next-generation range of commercial vehicles by Tata Motors, the Tata Prima brand is shaped by technology, know-how and expertise from across the globe. The range being launched today is world-class in every sense, giving the Qatari customer competitive business advantages, with the trusted credentials of the Tata Motors brand.”
Mr. Pisharody went on to add: “We cherish our partnership with Al-Hamad Automobiles, a company with proven strengths and experience in the commercial vehicle market of Qatar. Al-Hamad has been our partner for almost 15 years now, and through this partnership we are geared up to deliver a blend of high quality and unique value to the Qatari customer.”
Equipped with strong aggregates and a robust chassis frame and suspension, the Tata Prima range launched in Qatar can meet the highest operating standards under extreme conditions. The driveline of all three vehicles comprises the latest engine technology from Cummins Inc. 
with an output of 380hp, with transmission and axle technology from leading aggregate manufacturers across the world. The new-age range from Tata Motors offers faster turnaround time and enhanced profitability for business, making it an ideal work horse for movement of goods and materials across distances or even doing the harshest duty at construction sites.
The new generation cabins of the Tata Prima also offer completely new stylized interiors, with a focus on driver comfort. Besides the mechanics of the vehicle, the uniqueness of the Tata Prima is that its cockpit is both functional and attractive, with a separation in terms of the drivers’ working and living area. The smartly designed dashboard is attractive and can be comfortably accessed by the driver. The cabin is air-conditioned with ample amount of space for the occupant, including reclining seats with arm rests for added comfort, an adjustable steering system, for best possible control in all conditions, and a music system, with Global Positioning System (GPS) as a standard feature.