Tata makes Prima range more affordable

Mumbai, September 17, 2012: With an eye on the upcoming competition from an aggressive Daimler India Commercial Vehicles, which is slated to launch its BharatBenz range soon, Tata Motors has launched six new trucks including the Prima LX with two models. Among the models launched, the new 230HP LX range with its Prima 4923 and 4023 tractors are the most significant as they come with a 230HP Cummins engine and simpler cabins at a new price point. The other new vehicles launched are the first 37-tonne, 5-axle rigid truck in India -- the Tata LPT 3723 -- in 10x4 configuration; two new top-end Prima models, the 4938 tractor and 3138K tipper with 380HP engine capacity; and a new LPK 3118 tipper.

Tata Motors says all six trucks have been designed and built to offer the lowest TCO (Total Cost of Ownership), best-in-class fuel efficiency; longer service runs and enhanced levels of driver comfort, resulting in best-in-class profitability and lowest payback period for the fleet operator.

These trucks will now be available at an 8-10 percent premium as against 30 percent above the standard trucks to widen the ownership of the Prima brand. Tata had launched the Prima brand in 2009 but began sales in 2010. The Prima range has sold about 3,000 trucks so far and with the LX range, the company hopes to sell about 500 trucks a month as against 200 earlier. The company claims a 65-68 percent share in the medium and HCV segment.

Fleet telematics services also launched

The company has also launched its Fleetman telematics and fleet management service developed in-house. It has been designed to address pressing concerns of the transport industry and is targeted at commercial vehicle fleet owners.

Through advanced telematics solutions like fuel management, driver management and remote diagnostics, Tata FleetMan combines IT and telecom equipment and software with automobile technology and incorporates features like real-time fleet tracking, SMS alerts, geo-fencing and trip management. The service will carry an annual subscription charge and will be marketed through the Tata Motors commercial vehicle dealer network.

BRIAN DE SOUZA