Tata Motors unveils new customer-focused strategy to aggressively drive car sales

Pune, June 19, 2013: Tata Motors launched eight new vehicles at its Pimpri, Pune, plant as the company re-focuses its strategy to regain market share. The new launches and enhanced products are based across five brands and these vehicles will soon be available at dealerships.

The range includes new enhanced versions of the Indigo eCS, Sumo Gold, Nano and the Indica. These models get new colours and graphic designs, enhanced exteriors, an improved suspension, multimedia entertainment options and a Feather-shift gearbox.

The company also showcased the new CNG range - Indica CNG, Indigo CNG and Nano CNG – christened the e-maxx range and also the Explorer Edition of the Safari Storme SUV. At the launch ceremony, which followed a plant tour, managing director Karl Slym oultined the four pillars of the company's strategy which includes intense product focus, focus on manufacturing process, enhanced buyer experience and consistent quality of service.

He said, "While the Indian automobile market has become intensely competitive, our goal is to enhance our market leadership in commercial vehicles and move to a strong podium finish in the passenger vehicle market. HorizoNext is the next step in line with the company's mission to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally."

Slym said with the Pune launch, the company has begun its product drive that will underpin its strategy till the year 2020. Among the many initiatives that Tata Motors plans is enhancing the sales experience at 150 dealers by end-2013 as well as launching 11 new service programmes in two weeks. Commenting on the Nano, he said, “We are positioning the Nano towards the car segment as against its earlier positioning (replacement for two-wheelers). The Nano retains its special attribute.”

Ranjit Yadav, president, Passenger Vehicle Business Units, Tata Motors, said, “These products clearly indicate the significant improvement we are bringing in our product quality. While we are working towards our next-generation product pipeline, today we are bringing best-in-class vehicle experience across different passenger car categories. Besides offering exciting new features, these cars will be backed by an engaging purchase experience and a transformed aftersales network".

Interestingly, speaking about the Sanand plant, Slym said the company has initiated steps to utilise more capacity and this would include other models as well the Nano. From an overall company perspective, Slym said Tata Motors is looking to commonise activities between the passenger and commercial vehicle sector and as far as its dealings with Jaguar Land Rover go, the company has initiated steps at the back-end to achieve business efficiencies.

BRIAN DE SOUZA