A fleet operator has to keep pace with many a factor. It could be a changing business environment and demanding nature of the consignee and consignor, driver shortage or different road conditions. He seeks safer vehicles which can meet these requirements with trusted quality, power-to-weight ratio and an improved in-cab experience. To address this emerging need, Tata Motors has launched its signature series of SIGNA medium & heavy commercial vehicles.
“With its smartly designed cabin space, improved ergonomics and NVH levels, the Tata SIGNA series of cabins are built to offer a superior in-cab experience, enabling drivers to operate fatigue free over long hauls, which in turn offers significant improvement in productivity,” revealed Mr. Ravindra Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors.
With an in-built telematics system, Tata Fleetman, the Tata SIGNA empowers the fleet operator with a more connected experience, to better manage his transport business through optimum driver, vehicle and fuel management. “The Tata SIGNA range will continue to retain Tata Motors’ largest selling proven and reliable driveline, which, along with Tata Motors service support, aims to offer best business return to customers,” said Mr. Rajesh Kaul, Business Head – Intermediate, Medium and Heavy Trucks, Tata Motors.
Cockpit-like cabin
Ideal for customers who want to upgrade to better in- cab experience, connected vehicle and proven and reliable aggregates, the SIGNA range will be offered as a tractor-trailer, multi-axle truck and tipper, with the products being the SIGNA 4923.S, SIGNA 3118.T and SIGNA 2518.
With the launch of Tata PRIMA LX, Tata Motors has taken the design and attributes of the PRIMA brand and cabin mainstream, and with the new SIGNA it will further give customers a chance to upgrade to new-age M&HCV commercial vehicles. The Tata SIGNA is one of the first in a line of commercial vehicles from Tata Motors that carries the new identity and will pave the way for presenting a consolidated and unique design philosophy to the end-user not only in terms of the way the product looks but also the intelligent use of the interior space and the extremely relevant feature-set.
The Tata SIGNA has been conceived in-line with Tata’s ‘Premium-Tough’ truck design philosophy. The robust, purposeful surface-language is complimented by a performance-inspired, sporty main-grille as well as high quality details such as the multi-focal reflector headlamps. A key design element on the exterior is the satin-chrome finished ‘Trust Bar’ that will be the cornerstone of the new Tata commercial vehicle identity.
The SIGNA is also built to offer a superior in-cab experience, enabling fatigue-free operation over long haul, significantly improving fleet productivity. With its smartly designed cabin space, improved ergonomics and NVH levels, the Tata SIGNA series will address the conventional truck buyer. The Interiors sport an all modern high-utility dashboard, premium fabric seat covers and the multi-function instrument cluster that looks professional and inviting at the same time.
The Tata SIGNA boasts of a fully suspended cabin to free the operator from vibrations caused by surface bumps. The purposefully-designed sport main grille and multi-piece, high-strength steel bumper provide a premium tough exterior. What also add to the fine look are the multi-focal reflector headlamps and dirt-resist, deep-brown and black colour scheme.
SIGNA termed the main stream brand
“Tata SIGNA will emerge as our mainstream brand,” asserted Mr. Ravindra Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors, while answering several questions raised in an exhaustive interview with MOTORINDIA.
Excerpts:
What is Tata Motors trying to communicate with its customers with the new Tata Signa range?
With the SIGNA we are unveiling the trust of the Tata Motors brand. We have Prima as the niche brand. We are launching the SIGNA as the main stream brand. All our main stream trucks will migrate to the SIGNA range, along with the new cabins in the next 12 months. So once we are done with the SIGNA 4923 the whole old 4923 will go out, then 4018 and then 3518. The cabin, the main point of the vehicle, provides top-notch driver comforts despite not being priced premium, although it will be two per cent higher than the current product. We are absorbing the price hike in other places with power and comfort that the SIGNA range offers.
What do you expect from the commercial vehicle industry in 2016, particularly in the M&HCV and LCV segment, for Tata Motors?
The M&HCV segment continuously has for the last 8-9 months been seeing growth, and even the LCV segment has also started recovering. As a result, with the growth of 42 per cent in the M&HCV and LCV not declining any more we have already seen higher sales in the last quarter of FY15-16. This is not a growth we have had for 4-5 years. I also don’t see this trend changing in the next few years. As there is BSIV in April 2017 we anticipate some advance buying ahead of it.
How is Tata Motors preparing itself for the implementation of BSVI in 2020?
BSVI is something that we have already accepted and we had a dialogue with the Ministry. It did not make sense to do BSV for two years, so we said: “let’s bite the bullet and prepare for BSVI”. This will save us a lot of investment across the full range. It is certainly challenging, and we still don’t know how the full transition will happen. We have requested the Ministry that while we do this for new models the older models should be faced out in the next two years and that the fuel should be made available in advance for testing and validation.
SIGNA will bridge the gap between the low end segment and the Prima
MI: What went into the making of the SIGNA platform?
Dr. Jindal: We have done benchmarking in terms of providing fuel efficiency and premium feel to the SIGNA range. The SIGNA is not just one platform but it will go across all our product application, right from 2-axle to tractors and tippers.
MI: How different is the SIGNA from the existing Ultra and the Prima range?
Dr. Jindal: Well, this range has been created to bridge the gap between the very low end segment and Prima. Prima has been established as a more aspirational brand and the normal ones are the 709, 909, 1109 platform. Ultra and SIGNA will be the important mainstream brand for Tata Motors in times to come.
Tata Fleetman empowers the fleet operator with a more connected experience
MI: What are the changes incorporated in the signature platform that makes it better than the conventional Tata trucks?
Rajesh Kaul: We have heightened the in cab experience for the customer. The seat, the dashboard offers far better visibility in the front. The cockpit – feel ensures control on the vehicle. Even the rear berth gives far more comfort to the driver and the co-driver. We have in-built telematics system, Tata Fleetman, which empowers the fleet operator with a more connected experience to better manage transport business through optimum driver, vehicle and fuel management. As we move further we will bring in lane detection sensors, advance braking systems, etc., into the telematics.
MI: Is the SIGNA going to replace Tata Prima LX?
Rajesh Kaul: No, absolutely not. Tata Prima or Tata Prima LX has got its own different road conditions and duty cycles. It has got its long distance customers. Tata SIGNA, in the next 12 to 14 months, will unfold into separate driveline for the mass market that will bank on the Tata Alert and nationwide dealer and service network.