Tata Motors partners aftermarket players, ventures into Ceramic Coating services

by Mayank Dhingra 31 Mar 2021


Tata Motors, which is in speedy growth mode in the passenger vehicle business unit (PVBU) and clocked 119 percent rise in sales due to a fresh portfolio of new-age cars across categories including hatchbacks, UVs and EVs, has announced a new initiative at the aftersales level.

The company has tied up with aftermarket brands of the likes of 3M India, Wurth, Bardhal, SK Car Care and Sikand Stanley BG, to offer ‘Ceramic Coating’ treatments for its passenger vehicle models currently on sale.

While the rollout of the programme has been spurred by its latest product – the flagship Tata Safari SUV – the company will offer these treatment packages to other models in its basket too. One look at the aftermarket scenario in the country, and it is amply clear that ‘Vehicle Detailing’ and ‘Ceramic Coating’ treatments from the aftermarket are luring in owners of flashy and expensive cars into maintaining them well with these high-technology products. Increasingly, players in the car-care space like Turtle Wax are also eyeing this growing space with their physical detailing studios.

Tata Motors says that the ceramic treatment on offer will bind strong crystal-like layers of chemical to the car’s paint surface, therefore, reducing paint fading possibilities due to the sun’s harmful UV radiations. Moreover, it is also being claimed to offer oxidation and corrosion-resistance properties.

According to Dimple Mehta, head, Customer Care – Domestic and International Business, PVBU, Tata Motors, “With the launch of new cars and SUVs that cater to evolving consumer demands, customers are now also expecting the best-in-class aftersales service that furnishes these new age products. In alignment with the same, we have collaborated with world-class companies in car-care technologies.”

While ceramic coating packages vary from Rs 20,000 all the way up to Rs 75,000 for cars depending upon the hardness offered by the chemical as well as the vehicle’s size, class and segment, Tata Motors has introduced the ceramic treatment service for the seven-seater Safari SUV at a reasonable price of Rs 28,000.

Extended five-year warranty
The company has also introduced an up to five-year (Pentacare), unlimited kilometre extended-warranty package on the Tata Safari. A customer can opt for either a 2+1 or 115,000km, 2+2 or 130,000km or 2+3 or unlimited kilometre coverage over the standard two-year comprehensive warranty on the SUV.

The extended-warranty package will cover important maintenance services of all critical parts such as the engine and engine management system, air conditioning system, transmission system and gearbox, fuel system, and much more. Moreover, any breakdown related to the malfunctioning of the clutch and suspension will also be covered in extended Warranty for up to 50,000km on the Tata Saferi, as per Tata Motors.

Full-blown AMC
In addition, the company has also rolled out a maintenance service plan – Value Care – to safeguard customers from unexpected repair bills and covering them against inflation on consumables and labour costs during the vehicle’s upkeep. Customers will be able to choose from three packages that would take care of the periodic servicing costs for any Tata Motors passenger vehicle product.