The Tata Prima, launched around four years ago, was a real game-changer in the Indian CV industry. The Prima range added a whole-new dimension to the way goods are transported in the country, with many customers adopting the ‘Once a Prima, always a Prima’ 
policy and completely migrating to the new range of vehicles. Despite this and the four new additions to the range, what has been missing thus far is a Prima multi-axle truck variant. But,the wait is nearly over as we could see the introduction of one very soon.
“The Prima range has been received very well in the market, though it might not be completely reflected in the numbers. We started four years back with just two models of the Prima and today there are over 4,000 Primas on Indian roads. We are slowly expanding the range and only when it is fully complete, the entire gamut of our customers will be able to experience the real value of Prima. Today, the largest-selling segment in the industry is the multi-axle trucks and we don’t have a Prima multi-axle truck yet. We are looking at launching them, may be one or two 25- and 31-ton models, before the end of this financial year”, says Mr. Vinod Sahay, Head (Sales & Marketing), M&HCV, Tata Motors, in an exclusive chat with Motorindia.
Despite the severe slowdown in the CV industry and growing competition from a host of new players, Tata Motors has embarked on a series on new initiatives and services to keep its market share intact and has in fact improved its numbers in certain segments. “This year, the market share of our ConsTruck range has increased to 60 per cent which is six per cent more than last year. We are at a market share of 65 per cent in M&HCV trucks,compared to 63 per cent in FY13. We have done this despite tough market conditions and entry of new competition. Our philosophy of ‘Ek Kadam Aage’ is that, irrespective of who(new competition) comes and goes in India, the Indian market is what Tata Motors has created. In terms of product, technology, services or solutions, we will always be a step ahead of everyone else”, adds Mr. Sahay.
From April to July this year, the M&HCV industry had struggled to keep pace with normal levels, recording sales of just around 11,000 units which is extremely low. The industry has continued to remain sluggish,with not much hopes of bouncing back in the near future. “We do not see any short-term revival of the industry. We have the general elections coming up in the mid of next year, probably after which,the economy should revive, which will then put the industry back on track. Despite the tough times, we have not cut down our spend on R&D and new product development which is testimony to our commitment. All our new products and developments will play a bigger role once the industry starts reviving”, he concludes on an optimistic note.