In this edition, we delve into how the rivalry between rivals Tata Motors and Mahindra & Mahindra has been playing out, especially in the small commercial vehicle segment.
In 2005, Tata Motors launched the Tata Ace, a mini truck designed to offer fleet operators superior payload, speed, and efficiency compared to three-wheelers. This innovation met the demands of a rapidly urbanising India.
Though on a low base, Tata Motors' homegrown rival, Mahindra & Mahindra, quietly ruled the roost in the large pickup truck segment.
As urbanisation gathered speed, the demand for pickup trucks handsomely outpaced the mini-truck segment, with the stakes gradually shifting in favour of pickup trucks over mini trucks in the last decade.
At the end of 2012, Mini trucks accounted for 70% of the fast-growing small commercial vehicle market, with pickup trucks making up the rest; the ratio reversed in the last decade.
Affectionately called Chota Haathi, the Ace faces stiff competition from electric three-wheelers at the entry level, whereas the pickup truck segment is at the top. Not surprisingly, M&M has been handsomely extending its lead over Tata Motors. Tata Motors has seen its position in the SCV market erode continuously over the past few years, while Mahindra has moved ahead.
Through all this, consumers are turning out to be the real winners.
Our latest fortnightly edition is a special issue on the commercial vehicle market. We interviewed the top management of Tata Motors, Ashok Leyland, and Daimler Trucks about how the trucking space is evolving.
There is also a story on the strategic partnership between Tata Technology and the BMW group.
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