Tata Motors guns for CV sales in Malaysia with three new products

by Autocar Pro News Desk , 05 Apr 2018


L-R: Rohime B Shafie, Head of Automotive, DRB-HICOM; Rudrarup Maitra, Head – Int’l Biz (CVs), Tata Motors; Mridul Kumar, High Commissioner of India to Malaysia; YBhg Dato’ Abdul Harith Abdullah, Chief

Tata Motors, India’s largest commercial vehicle manufacturer, along with its authorised distributor DRB-HICOM Commercial Vehicles Sdn Bhd (DHCV), today launched the Tata Super Ace and the Ultra range of commercial vehicles in Malaysia. 

These vehicles, according to the company, have been designed for the modern CV customer, with superior performance, top-notch cabins, high load-carrying capacity and flexible body-load configurations. DHCV is very confident about the market acceptance of the new Ultra variants and specifically the Tata Super Ace which is expected to be popular with small business owners across Malaysia.

The Tata Super Ace is a 1-tonne mini-truck for inter-city and intra-city transportation solutions. Powered by a 1405cc diesel engine, the Super Ace is based on the popular Tata Ace mini-truck which has sold over a million units since it was first launched in 2005. The Super Ace can be customised for various small scale business operations and to transport construction items, foodgrain, fruits, FMCG and white goods or could be configured to be a food truck, an ice-cream truck or a mobile store on wheels.

Tata has launched two trucks on the Ultra intermediate CV platform. The company says it offers a combination of driver comfort, high load-carrying capacity and safety, along with best lifecycle cost. 

The Ultra 814 is powered by a new-generation NG 3.0 Lt CRDI engine. Available in 4.5T payload with highest body option of 5.5 metres, the Ultra offers flexibility for varying business requirements. The Ultra 1014 offers faster turnaround time and enhanced profitability for any goods carrying business, making it an ideal work-horse for movement of materials across distances.

Speaking at the event, DRB-HICOM’s Dato’ Abdul Harith Abdullah, chief operating officer, Automotive Distribution, Defence and Manufacturing & Engineering said, the launch of the three Tata CVs is a key milestone for the Group in getting a foothold of the growing CV market in Malaysia.

“With these new products unveiled today, which are competitively priced with superior features, we are confident it will gain traction amongst our target users in the near term. DHCV’s deep expertise in the area of importing, assembling and distributing foreign marques in Malaysia is well established since 1979.

“Our local knowledge coupled with a robust dealer network across the country has been crucial to our success thus far. With our partner Tata Motors, we are confident about making a significant impact in the selected commercial vehicle categories and thus grabbing market share incrementally in what is a very competitive niche market. The economy is poised to grow this year which bodes well for our joint venture with Tata Motors.”

Commenting on the launch of the three new commercial vehicles, Rudrarup Maitra, Head - Commercial Vehicles, International Business, Tata Motors, said, “Malaysia is one of our key markets in South-East Asia and we are delighted to be a part of one of the fastest growing ASEAN nations. An integral part of our presence here is DRB-HICOM, a partner that has showcased tremendous enthusiasm and passion over the years. With this partnership we can truly establish a long-term relationship with our customers in Malaysia. We are delighted to bring the three new commercial vehicles to Malaysia today.”

Tata Motors customers in Malaysia are currently served by a network of 24 outlets located at strategic locations and in major townships, nationwide.