The Wheels of Fortune

More than 16 lakhs lives transformed

  

Released on 21 Sep, 2015India's popular last mile public transport brand - Tata Magic crosses three lakh sales mark

Tata Motors has achieved a new feat in its last mile public transport portfolio by reaching a remarkable sales mark of 3 Lakh Tata Magic, its most popular public transport vehicle. This is a significant achievement for the Company given that unlike a cargo vehicle, apart from vehicle registration, a passenger transport vehicle also needs permit, an approval issued by a state or regional transport authorities for the use of a passenger transport vehicle. Only on receiving these permits an operator can ply these vehicles on the roads. With the Tata Magic, Tata Motors has been successful in breaking this highly complex structure of the last mile passenger transport vehicle industry with over 85% market share, in this segment.

The Tata Magic enjoys unmatched brand equity in the segment and will contribute towards the Smart Cities programme by providing an all-weather proof, stylish, four-wheeler, safe and comfortable passenger carrier, which is better on emission and provides superior operating economics. Over the years, Tata Magic has earned appreciations from various government stakeholders – district authorities / transport authorities and also Ministry of Urban Development have been endorsing it as an ideal vehicle to replace old three wheelers and uplift the face of last mile public transport in urban & rural markets in India.

According to Mr. Ravi Pisharody, Executive Director, Commercial Vehicle Business Unit, said, "Today, with the achievement of 3,00,000 sales mark of the Tata Magic, we yet again, confidently testify the value and trust we offer to our customers. The Magic’s success is a testimony to our engineering excellence and strong customer orientation. With a market share of over 85%, Tata Magic has revolutionized the last mile passenger transport segment. We are proud and humbled by the immense support and trust provided by our customers which has helped us reach this milestone. With the largest and strong growing network in place, a continuous slew of upgrades, new launches and specific marketing interventions, we continue to be the dominant player and make huge strides in the Small Commercial Vehicle Industry."

Being the leader in the commercial vehicles industry in India, Tata Motors gains in-depth knowledge on consumer sentiments and requirements. The Company recognized a latent customer need to create a completely new market segment to pioneer the concept of small passenger carriers. Developed on the remarkably successful ACE platform, Tata Magic was introduced in June 2007 as India’s first small commercial four-wheeler in last mile public transport. The Tata Magic was designed to offer a comfortable, safe, four-wheeler public transportation mode to the urban and rural areas in a segment which was dominated by three-wheel passenger carriers. Like the Ace brand, the Magic family too has helped uplift many lives and has been a strong contributor to the growth of many entrepreneurs in India.

As the Tata Magic family’s renown spread, Tata Motors went on to make deep inroads across the country. At present, about 184 dealerships, with 1,600 showrooms, sell the Magic variants. The Tata Magic is used as both intercity as well as intra-city vehicle. While the Tata Magic sells across all states in India, the key markets are Rajasthan, Uttar Pradesh, Orissa, West Bengal, Bihar, Maharashtra, Madhya Pradesh, Chhattisgarh, Karnataka and Andhra Pradesh. In states like Rajasthan, Gujarat, West Bengal, Magic has been allowed to run in intra-city routes with stage carriage permits. The Tata Magic has replaced many auto-rickshaws in Gujarat, Rajasthan, Assam, West Bengal, Madhya Pradesh and so on.

The Tata Magic is also sold through Tata Motors’ rural Marketing initiative for commercial vehicles, known as NEEV, a detailed rural program with exclusive focus on villages of India. It incorporates village executives called Tata Gram Mitras and Tata Kisan Mitras who promote Tata Magic along with other products in villages including schools across the country.

The Magic family has been constantly evolving, strategically identifying and filling gaps in the market ahead of its time. The platform has thus far produced about 4 offerings, based on engine type and fuel. The Magic family today comprises of the Magic Diesel (BS3 & BS4), Magic CNG (BS4), Magic Iris Diesel (BS3 & BS4) and Magic Iris CNG (BS4) and will continue to add more variants in the family in future. In addition, the warranty has been increased and the Tata Magic now comes with an unmatched warranty of 2 years / 72000km (whichever is earlier).

The Tata Magic is manufactured at the Pantnagar plant, which began its commercial production in August 2007. The plant is spread over 953 acres, of which 337 acres is occupied by the vendor park and is the Company’s fourth manufacturing plant after Jamshedpur (commercial vehicles), Pune (commercial vehicles and passenger vehicles) and Lucknow (commercial vehicles). With State-of-the-art facilities, the Pantnagar plant includes weld shops, paint shops, engine and gear box shops and assembly lines. Tata Motors has invested over Rs.1000 crores in the Pantnagar plant and the vendors for the vehicle have made additional investments to set up their plants in the vendor park adjoining the plant. It is Tata Motors’ first plant with an integrated vendor park, to keep inventories low and to ensure JIT (Just in Time) supplies. There are 73 vendors accounting for almost 75% items supply to Pantnagar plant.

As the country today celebrates "Make in India", Tata Motors is proud of how Tata Magic has successfully traversed global boundaries. Today, the Tata Magic is exported across 20 countries across SAARC nations and African countries such as Angola, Bangladesh, Bhutan, Congo, Djibouti, Ethiopia, Ghana, Kenya, Mozambique, Myanmar, Nepal, Nigeria, Philippines, Senegal, South Africa, Sri Lanka, Sudan, Tanzania, Vietnam and Zambia.

About Tata Motors

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2,62,796 crores (USD 42.04 billion) in 2014-15. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India.  With over 8 million Tata vehicles plying in India, Tata Motors is the country’s market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.

Released on 27 Aug, 2015Tata Motors launches the ACE Mega, an all-new Smart & Small Pick-up Truck

Key Highlights:

  • A sturdy vehicle capable to take on varied terrains with a rated payload of 1 Tonne
  • Equipped with the 4th Generation DiCOR engine, delivering power of 40 HP
  • Best-in-class Speed of 90 KMPH which ensures low turnaround time and hence more trips
  • Best-in-class mileage of 18.5 ** KMPL
  • Lowest cost of operation in the Small Pick-up segment

Tata Motors today announced the launch of a new smart pick-up - Tata ACE Mega. The ACE Mega, with superior performance, enhanced looks, strong cabin with rated payload of 1Tonne, will offer the best-in-class fuel efficiency and lowest cost of ownership. It is an innovative cargo transport solution in the Small Commercial Vehicle (SCV) segment.

The Tata ACE Mega has been designed and developed for maximising revenues of the transport operator by ensuring more trips, more load carrying capability in low turnaround time and meeting requirements of both, intra and intercity transportation and can be easily driven on any kind of terrain. The vehicle is strategically designed to perform all tasks of a small pick-up and hence will be an all-rounder in this segment, helping the operator elevate his/her business.

Launched at a price of INR 4.31 Lakhs, ex-showroom, Thane, the Tata ACE Mega is available in an attractive Azure Blue color. This power-packed small pick-up will be available for sale initially, in seven states - Uttar Pradesh, Rajasthan, Madhya Pradesh, Bihar, Orissa, West Bengal and Tamil Nadu, and will expand to other states in a phased manner.

According to Mr. Ravi Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors Ltd., "Tata Motors has been a pioneer in creating and growing the Small Commercial Vehicle market in India with its varied portfolio in this segment. With the advantage of being the market leader in the segment, we know our customer requirements very well and the ACE Mega is one such product which emerges out of our in-depth knowledge and consumer insight. With the introduction of the ACE Mega, we are confident that it will become a key business partner for millions of entrepreneurs and market load operators across the country. Like other members of the Tata ACE family, it will strongly contribute to an entrepreneur’s bottom line of business operations and progressively increase the top line with segment-leading uptime."

Tata Motors continues to develop its commercial vehicle products based on the three core vectors of DesigNext, PerformanceNext and FuelNext to cater to the evolving needs of our customers. The Tata ACE Mega has also been developed on these core vectors and delivers a mega package of superior performance, increased profitability due to more speed and load carrying capacity, low cost of ownership and improved style and comfort.

The Tata ACE Mega will deliver best-in-class combination of power, speed, and fuel efficiency. It comes equipped with the technically advanced 4th generation 2 cylinder800 cc DiCORengine, which delivers a power of 40 HP. The light weight Aluminium engine and the smartly calibrated 5-speed gearbox facilitate a smooth drive and enhance fuel efficiency. Large brakes ensures best-in-class brake efficiency & longer life of the vehicle. The strong and rugged front and rear leaf-spring suspensions and axles make the Tata ACE Mega the perfect vehicle for varied load and road conditions. Best-in-class speed of 90 KMPH ensures more trips due to the low turnaround time. In an economic environment where the cost of fuel is the biggest expense in business, the Tata ACE Mega, will offer the Indian customer, best-in-class fuel efficiency of 18.5 kmpl**.

Aesthetically designed in-house, the Tata ACE Mega comes with a comfortable cabin with an ergonomically located driver console, glovebox with lock, provision for music system, mobile charging facility, digital clock and full fabric seats. Features such as leaf spring suspension with rigid axles both in the front and rear, truck-like construction, 7" vacuum booster in the braking system, etc., make the Tata ACE Mega the most suitable vehicle for various applications. On the exterior, stylish body colored bumper, new front protective wheel arch eyebrows, new sporty body graphics, wide angle ORVM on both sides further accentuate the vehicle’s stance.

Designed to deliver maximum customer value, the Tata ACE Mega offers a rated payload of 1 ton with a new reinforced load body. The vehicle also offers a suitable cargo load deck size for market load operation. 14 inch tyres, high ground clearance of 175 mm and gradeability of 30% ensure the stability of the vehicle on varied load and road conditions.

The service and maintenance attributes of the vehicle guarantee peace of mind to its customers. With over 1,800 service touch points and a workshop on an average at every 50 Km, Tata Motors has the widest service network in the country. The vehicle also comes with an assured warranty of 2 years/ 72,000 kilometers (whichever is earlier).

The Tata ACE, an engineering marvel, was launched in 2005, when Tata Motors recognized a latent customer need to create a completely new market segment to pioneer the concept of mini-truck in India. It has since remained among the most preferred choices of Indian entrepreneurs and small businesses, leading the market with over 80% market-share. Highlighting the success of this path-breaking innovation, the Tata ACE family has surpassed the 1.5 million sales mark, globally, in these ten years. Today, one in every five commercial vehicle sold in India, is from the Tata ACE Family. This family has constantly evolved, strategically identifying and filling gaps in the market ahead of its time. The platform has thus far produced about 12 offerings, based on engine type, engine power, body configurations and in its 10th successful year has added yet another innovative transport solution - the Tata ACE Mega.

The ACE family has helped uplift many lives and has been a strong contributor to the growth of many entrepreneurs and small scale businesses in India. With the largest and still growing network strength in place, new launches and specific marketing interventions, Tata Motors continues to be the dominant player in the SCV & Last mile transport space, making huge strides in this segment.

About Tata Motors

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2, 62,796 crores (USD 42.04 billion) in 2014-15. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India.  With over 8 million Tata vehicles plying in India, Tata Motors is the country’s market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.

Released on 27 Jul, 2015India's No. 1 Mini-Truck - Tata ACE completes a Decade of Trust One in every five commercial vehicle, sold in India, is from the Tata ACE Family

Tata Motors today formally celebrated the tenth anniversary of Tata Ace that had created a new Small Commercial Vehicle (SCV) category when first launched in 2005 and is now the most successful SCV brand.

The Tata Ace, an engineering marvel, was launched, when Tata Motors recognized a latent customer need to create a completely new market segment to pioneer the concept of mini-truck in India. It has since remained among the most preferred choices of Indian entrepreneurs and small businesses, leading the market with an 85% market-share. Highlighting the success of this path-breaking innovation, the Tata Ace family has surpassed the 1.5 million sales mark in these ten years. Today, one in every five commercial vehicle sold in India, is from the Tata Ace Family.

Speaking at the celebration ceremony, Mr. R. Ramakrishnan, Senior Vice President, Commercial Vehicles Business Unit, Tata Motors, said "Completion of ten successful years of Ace is truly a remarkable milestone. Tata Ace has been a revolutionary product and is a result of our deep understanding of the market and consumer. While we feel this is only the beginning of a long successful journey, we are proud that the Ace family has been the preferred choice for last mile transportation, selling over 1.5 million vehicles, globally, since inception and has been responsible for generating entrepreneurship and employment in many parts of India. Making this journey special are over 1 million customers, who have trusted the brand and have grown in the businesses. We would like to extend our gratitude to all our customers for trusting the brand."

The Ace family has helped uplift many lives and has been a strong contributor to the growth of many entrepreneurs and small scale businesses in India. The Ace family of vehicles has been constantly evolving, strategically identifying and filling gaps in the market ahead of its time. The platform has thus far produced about 12 offerings, based on Engine type, engine power & body configurations. The Ace family today comprises of the Ace HT, the Ace EX, the Ace CNG, the Ace High deck, the Ace DICOR NA, the Ace DICOR turbo, the Ace Zip and the latest addition to family was the Super Ace Mint. On the last mile passenger transportation side, the Ace platform has brought in Magic HT, the Magic CNG, the Magic IRIS and the Magic IRIS CNG.

The Ace is the most versatile small commercial vehicle in the industry, catering to varied demands and providing customized solutions for various applications. The Ace's affordable pricing and low maintenance cost throughout the life-cycle has fostered self-employed entrepreneurs and help small businesses grow across urban/ semi-urban/ rural areas.

As the Tata Ace family's renown spread, Tata Motors went on to make deep inroads across the country. At present, about 1,600 showrooms, sell the Ace variants. Production capacity too has grown commensurately. The Tata Ace was launched in 2004-05 with a capacity of 30,000 units per year in Pune. The dedicated plant in Pantnagar (Uttarakhand) today has a capacity of 5,00,000 units per year. To meet the growing demand, in 2012, Tata Motors commenced production of the Tata ACE Zip at the new plant in Dharwad.

As the country today celebrates "Make in India", Tata Motors is proud of how Tata Ace has successfully traversed global boundaries since its first export in 2006. The Tata Ace family has crossed over 100,000 sales mark with a foot print spanning 28 countries across South Asia, Africa and the ASEAN regions.

The Ace family will continue to develop and offer innovative solutions based on the three core vectors of DesigNext, PerformanceNext and FuelNext to cater to the evolving needs of customers.

With the largest and strong growing network in place, a continuous slew of upgrades, new launches and specific marketing interventions, Tata Motors continues to be the dominant player and is making strides in the Small Commercial Vehicle Industry.

About Tata Motors

Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 2,62,796 crores (USD 42.04 billion) in 2014-15. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India.  With over 8 million Tata vehicles plying in India, Tata Motors is the country's market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.

Released on 11 Feb, 2015Tata Motors celebrates the roll-out of 100,000th Tata ACE Zip at the Dharwad plant

Fostering self-employment in India to help build successful entrepreneurs & small businesses


Tata Motors today celebrated the roll-out of its 100,000th Tata ACE ZIP at its Dharwad facility in Karnataka. The Tata Ace Zip Micro truck is the last mile cargo transport vehicle from Tata Motors that has successfully provided solutions to the need for a safer, four-wheel, last mile transport option to cross narrow alleyways and zip through heavy traffic. It's affordable pricing and competitive maintenance cost throughout the life-cycle has fostered self-employment to help entrepreneurs & small businesses grow across urban/ semi-urban/ rural areas. The Tata ACE Zip is the second highest selling variant of the ACE family with an average volume of 2,500 vehicles per month and enjoys an unparalleled brand equity in this segment.

Speaking at the occasion, Mr. Ravi Pisharody, Executive Director, Commercial Vehicles, Tata Motors, said, "The Tata Motors' creation of the ACE in May 2005 and subsequently the ACE Zip went on to create new vehicle categories in India and are a clear indication of our understanding of the customer needs and commitment to cater to these with safe, cost-efficient transport solutions. Leading the segment with a large 78 per cent share, the ACE Zip micro-truck offers a safer, more lucrative cargo option for the cargo carrier businesses. It has found acceptability from first-time buyers and is seen as a successful self-employment generation model. Today, with the 100,000th roll out of this vehicle, we can confidently testify the value we offer to our customers".

In May 2011, the ACE family grew with the launch of the Micro truck - Tata ACE Zip, a technologically superior, four-wheel, smart and safe micro truck with a payload of 600 kg for deep-penetration for door-to-door goods movement. With a turning radius of 3.5 meters, the Tata ACE Zip proved to be a revolution in the small commercial vehicle industry. It is suitable for short intra-city deliveries, plying on narrow village roads as easily as on long highway hauls, carrying small bulky loads or even a heavy cargo. This half-ton truck is not only stylishly designed but also lives up to the promise of durability and performance.

In India, the Tata Ace Zip has been used in various applications like Cargo Van, Water tankers, Dumpers, Tippers, Display Vans, Shop-on-wheels, Snack Centre, Delivery Vans etc. Around 200 Tata Motors dealerships with a total network strength of around 1,800 outlets retail the Tata Ace family.

Established with an investment of over Rs. 900 crores, the Dharwad facility, home to the ACE Zip is a green field project by Tata Motors for the production of this Micro truck. It is equipped with state-of-the-art equipment following lean manufacturing principles and has built-in flexibilities to assemble large numbers and different variants in mixed mode production. The plant spans across an area of 405 acres and has been constructed as per the norms specified by Indian Green Building Council (IGBC). This plant recently won the Union Power Ministry's ‘National Energy Conservation Award' for 2014 in the automobile sector.

The plant is ISO 14001 certified for Environment Management System Standard and is also recommended for ISO 50001, Energy Management Systems. The major capital outlay, encompassing civil and plant engineering work for the facility, has been sourced from Europe, the US, South Korea, Japan and best-in-class suppliers from India. The capacity of the plant is 90,000 units per year.

Tata Motors offers its Ace Zip customers a wide service network with a service center at approximately every 40 Kilometers in India. Additionally, the customer gets Annual Maintenance Contract and Extended Warranty or Tata Alert services at an attractive price. These comprehensive services are unique offerings from Tata Motors in this range of vehicles.

In future, the Company plans to undertake major technological upgrades -- better vehicle performance and durability through hub reduction, higher ground clearance, new engine configurations, new fuel options like CNG. Tata Motors is also planning to introduce an Electric version in the market.

With the largest and still growing network strength in place, a continuous slew of upgrades, new launches and specific marketing interventions, Tata Motors continues to be the dominant player and is making strides in the Small Commercial Vehicle Industry.

      

 

Released on 08 Aug, 2013Tata Motors launches new ACE EX2 in Sri Lanka

Tata Motors today launched the new Tata ACE EX2, in Sri Lanka. The new Tata ACE EX2 is styled to thrill, with completely new exteriors & interiors. The new Tata ACE EX2 will compliment Tata Motors' existing range of Tata ACE vehicles in Sri Lanka.

Built on the versatile ACE platform, the new Tata ACE EX2 is an epitome of toughness and performance, combined with style and enjoyable car like driving comfort. The vehicle is fitted with a 5 speed gear box, a powerful 700 cc engine, 13" tyres and a new low-effort steering system, providing for unmatchable performance, in any driving condition and terrain. Big on value, the new ACE EX2 is fuel efficient and low on maintenance. The ACE EX2 is fitted with a fuel efficient low maintenance engine, allowing easy serviceability. Big on safety, the vehicle body is made of high strength steel that meets frontal crash and roof crush criteria.

From the exteriors, the new front fascia, which is complimented by the ACE EX2's new clear lens composite lamps. The vehicle's metallic body color options, uplifts the look of the ACE EX2 setting it apart from the rest. With best-in-class comfort the new ACE EX2 feels like a car from the inside. The interiors are further enriched with a centrally positioned cluster, new dashboard, a digital clock, mobile phone charger, a lockable glow box and provisions for music system.

Mr. Ranjith Pandithage, Chairman & Managing Director, Diesel & Motor Engineering PLC (DIMO) said, "DIMO has been associated with Tata Motors for over 5 decades. Ever since the introduction of the Tata ACE, commonly called the 'DIMO Batta' in 2006, we have managed to create entrepreneurs and employers, having sold over 40,000 vehicles in a small country like Sri Lanka. With the new campaign DIMO Batta 'Mod Wela' (Has become modern and stylish) we plan to increase our market share and our dominance in the small commercial vehicle market."

Mr. RT Wasan, Head, International Business, Commercial Vehicles, Tata Motors, said, "In our endeavour to offer best value to our customers, we at Tata Motors have today launched the next generation Tata ACE, the new Tata ACE EX2, a stylish superior quality product, providing best-in-class value and versatility, comfort and safety, ensuring that our customers businesses is successful and growing always. Having sold over 1 million vehicles on the Tata ACE platform worldwide in 7 years since first introduced, with the Tata ACE EX2 we hope to further achieve newer feats in the next couple of years".

The Tata ACE family has a host of applications. Among them are tankers, dumper placers, cargo vans, mobile retail vans, cafe-on-wheels, high-lift cherry pickers, mobile hoardings, high security cash vans and taxi and school applications. These will be soon introduced in the Sri Lankan market.

The new Tata ACE EX2 comes with a warranty of 60,000 kms / 24 months.

More information on the product is available on www.cvglobal.tatamotors.com & www.dimolanka.com

Released on 08 Nov, 2012Tata Ace races through the one-million mark in just 2,680 days

Tata Ace, the one-in-a-million idea from Tata Motors, now has a one million strong presence.

Introduced in May 2005, the Tata Ace, India's first mini-truck, and the Tata Magic, its sister vehicle for passenger transportation introduced in June 2007, together crossed the prestigious one-million sales mark in August 2012 -- just 2,680 days. Total sales, at the end of October 2012, are at 10,59,135 - 997,133 in India and 62,002 abroad.

Every 4th commercial vehicle sold in India today (2011-12 industry sales: 892,349) is a Tata Ace/ Tata Magic (2011-12 sales: 214,483). In the process, it became India's first one-lakh-per-year goods commercial vehicle in 2010. The same very year, the family's fifth in the market, it crossed the half-a-million mark. The remaining half-a-million has come in the last two years. Indeed, the Tata Ace/ Tata Magic family today has created a whole new segment of four-wheel small commercial vehicles.

More importantly, the Tata Ace family today is a major source of livelihood generation. At least 60% of Tata Ace / Tata Magic owners are semi-educated youth - first-time users - who have launched goods or passenger transport operations with their vehicles.

As the Tata Ace family's renown spread, Tata Motors went on to make deep inroads across the country. At present, about 1,346 showrooms, up from only 210 outlets, sell the two vehicles. About 50% of the Tata Ace / Tata Magic sales come from semi-urban and rural India, where the company is establishing a dedicated sales & marketing network.

Production capacity too has grown commensurately. The Tata Ace was launched in 2004-05 with a capacity of 30,000 units per year in Pune. The dedicated plant in Pantnagar (Uttarakhand) today has a capacity of 5,00,000 units per year.

The popularity of the Tata Ace has crossed the shores of India. Since 2006, the Tata Ace and the Tata Magic have as of now been made available in 24 countries - Angola, Bangladesh, Bhutan, Congo, Djibouti, Ghana, Ivory Coast, Italy, Kenya, Morocco, Mozambique, Nepal, Nigeria, Philippines, Senegal, South Africa, Sri Lanka, Sudan, Tanzania, Thailand, Uganda, Vietnam, Zambia, Zimbabwe.

The Tata Ace platform has thus far spawned about 10 main variants. Under the Tata Ace itself are the Ace HT, the Ace EX (with stop-start technology), the Ace CNG, the Super Ace (1 tonne) and the Ace Zip. The Ace Zip was introduced in 2012, a micro truck with a payload of 600 kg for deep penetration door-to-door goods movement. Under the Tata Magic are the Magic HT, the Magic CNG and the Magic Iris. The Magic Iris was launched in 2012 as a 3-4 seater four-wheel passenger carrier for better comfort of commuters who depend on small auto-rickshaws. The platform also led to the launch of the Tata Venture in January 2011.

In addition, there have been a whole host of applications. Among them are tankers, dumper placers, cargo vans, mobile retail vans, cafe-on-wheels, high-lift cherry pickers, mobile hoardings, high security cash vans and taxi and school applications. There will be more to follow.

The Tata Ace / Tata Magic family market share today is 78% in cargo segment and 79% in the passenger segment. As the sister vehicles, like Zip and Iris, go into the hinterlands, Tata Motors is looking ahead to the next million in about 36 months.

Year Milestones
2005 Tata Ace, India's first mini-truck, launched
Production started in Pune
2006 Launch of Tata Ace HT
Tata Ace in Sri Lanka
Tata Ace received the BBC-Top Gear' Design of the Year 2006 award
2007 Roll out of 100,000th Tata Ace
Tata Ace in Nepal
Launch of Tata Magic, for passenger transportation
2008 Dedicated plant at Pantnagar (Uttarakhand) commenced production.
Launch of Tata Ace CNG
2009 Introduction of the Tata Super Ace and Tata Ace EX
2010 Tata Ace became India's first 1-lakh-per-year brand in goods CVs
Tata Ace family sales crossed 5,00,000 mark
2011 Launch of Tata Magic IRIS, mini-passenger carrier and Tata Ace Zip, a 600 kg micro truck.
2012 Dharwad plant commenced production of Tata Magic IRIS and Tata Ace Zip
Tata Ace family celebrated 1 million sales in just 7 years, from launch

Released on 10 May, 2011Tata Motors launches the Tata Magic IRIS, a 3-4 seater 4-wheel passenger carrier for public transportation and the Tata Ace Zip, a 600-kg micro truck for deep-penetration goods movement

Tata Motors today launched the 'Tata Magic IRIS,' a four-wheel, 3-4 seater small passenger carrier, a stylish, safe and comfortable alternative for commuters who depend on three-wheelers, and the 'Tata Ace Zip', a technologically superior and smart micro truck with a payload of 600 kg for deep-penetration door-to-door goods movement. Both the vehicles offer superior profitability to their owners.

Commenting on the launches, Mr. P. M. Telang, Managing Director - India Operations, Tata Motors, said, "Tata Motors has been a pioneer in creating and growing the Small Commercial Vehicles market in India with the Tata Ace and the Tata Magic. With the introduction of the Tata Magic IRIS and the Tata Ace Zip the company will more comprehensively address the burgeoning need of public transportation and goods movement. Their quality, affordable pricing and competitive maintenance cost throughout the life-cycle will further foster self-employment in the country."

Released on 13 Apr, 2010Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles

The Tata Ace has become India's first 1-lakh brand in goods commercial vehicles.

In 2009-10, the sales of the Tata Ace crossed the 1-lakh mark to reach 110,032 units. It has thus become India's only goods commercial vehicle to achieve the milestone.

The Tata Ace was launched in May 2005 as India's first mini-truck with a sub-one tonne payload. Starting with sales of about 30,000 units in 2005-06, its footprint more than doubled in 2006-07 to over 70,000 and further grew to over 89,000 units in 2007-08. Even in 2008-09, a year impacted by the downturn in the commercial vehicles industry, the Tata Ace clocked sales of over 81,000 units.

With brand extensions, the Tata Ace portfolio now comprises the Ace, the Ace HT, the Ace Ex (with stop-start technology) and the Super Ace (I tonne).

In June 2007, Tata Motors had launched the Tata Magic, developed on the Ace platform, as a comfortable and safe four-wheeler for public transportation. The Tata Magic too is recording strong adoption in semi-urban and rural areas, and in 2009-10 its sales have touched close to 49,000 units, a growth of 71% over the previous year.

Taken together, sales of the Tata Ace and Tata Magic have crossed 150,000 units in 2009-10.

Released on 18 Jun, 2007Tata Motors introduces Magic and Winger to create new segments in urban and rural passenger transportation, Changing the way people travel

Tata Motors today announced the launch of a new product range - the Magic and the Winger - in yet another major initiative to change the way people in India travel. The Magic, developed on the platform of the stupendously successful Ace, now brings to urban and rural areas a comfortable, safe, four-wheeler public transportation mode. The Winger range, India's only maxi-van, offers a perfect blend of the comfort of a car with the spaciousness of a bus for intra-city and long-distance transportation needs.

Both the Magic and the Winger are being launched nation-wide, starting with Maharashtra and Gujarat, and will be extended to other parts of the country in due course. The two vehicles will create new segments, and in a complementary manner help cover the entire spectrum of customer needs in mass transportation from the very rural interiors to cities as well as the top-end luxury mass transportation segment.

Commenting on the launches, the Executive Director of Tata Motors Commercial Vehicle Business Unit, Mr. P.M. Telang, said, "Tata Motors has always been at the forefront with its commitment to offer transportation solutions which will change the way India travels. The Magic and the Winger are our latest initiatives in that direction, and more will follow. They combine Tata Motors' traditional engineering excellence with strong customer orientation. We are very hopeful that, in their respective spaces, they will deliver the same success as we have had with our market leading range of commercial and passenger vehicles."

Released on 23 Apr, 2007Tata Motors launches mini truck - 'Tata ACE' - in Nepal Tata Motors and Sipradi set up Tata Genuine Parts distribution company for commercial vehicles

Tata Motors has launched its popular mini truck, Tata Ace in Nepal. Nepal is the second international market after Sri Lanka, where Tata Motors has introduced this vehicle. The Tata Ace being launched in Nepal is specially configured to negotiate hilly terrains.

Since its launch in India in 2005, the Tata Ace has received stupendous response from customers across India and has rewritten the dynamics of the commercial vehicle industry. Since launch, the Tata Ace has sold close to 96, 000 units in India and Sri Lanka.

The Tata Ace is powered by a small and efficient unique twin cylinder 16bhp IDI 700cc diesel engine. Suitable for both rural and urban use, the 4-wheeler has the ability to carry a variety of payloads and has the agility to navigate narrow by-lanes owing to its turning radius of 4.3 metres. The Tata Ace is a high performance, low maintenance, safe and reliable mini truck with sporty car-like features to ensure comfort in ride and handling.

The Tata Ace has an ergonomically designed, all-steel cabin with a display of car-like features including elegant two-toned seats, clear instrument cluster, utility trays, magazine pockets, twin-blade, twin-speed wipers and combination switches. The conveniently positioned gearshift lever and parking brake enhance comfort in ride and handling. The Tata Ace meets all safety norms-including frontal crash, roof crush and rear wall strength. To ensure the safety of the driver and co-driver, seat belts are standard fitment. Disc and drum brakes in the front and rear respectively ensure high performance in sudden braking while the large windscreen and rear window allow for higher level of vision and clarity. All these features come with the economy of diesel and a very good mileage.

The Tata Ace carries a 36,000 km/12-month warranty, and is backed by comprehensive spares and service network of 20 service stations across Nepal. The Tata Ace will be sold in Nepal through Tata Motors' distributor, Sipradi Trading.

Tata Motors has a presence in Nepal for over four decades. The entire commercial vehicle range - comprising trucks, tippers, buses, pick-ups and the passenger car range is currently available in Nepal.

Released on 08 May, 2006Tata Motors launches mini truck - 'Tata ACE' - in Sri Lanka

Tata Motors has launched in Sri Lanka the Tata Ace, the sub-one tonne mini truck developed by the company. Sri Lanka has become the first country where the Ace is being launched, and Ace is the first such vehicle to be introduced in the country.

Since its launch in India, in May 2005, the Ace, which is also India's first mini-truck, has received strong response from customers and has created a new category in the Indian commercial vehicle industry.

Ace is powered by a small and efficient unique twin cylinder 16PS IDI 700cc diesel engine. Suitable for both rural and urban use, the Ace has the ability to carry a variety of payloads and has the agility to navigate narrow by-lanes with its turning radius of 4.3 metres.

The Ace is a high performance, low maintenance, safe and reliable mini-truck with sporty car-like features to ensure comfort in ride and handling. It has an ergonomically designed, all-steel cabin, including elegant two-toned seats, clear instrument cluster, utility trays, magazine pockets, twin-blade, twin-speed wipers and combination switches. The conveniently positioned gearshift lever and parking brake enhance comfort in ride and handling. The Ace meets all safety norms, including frontal crash, roof crush and rear wall strength. To ensure the safety of the driver and co-driver, seat belts are standard fitment. Disc and drum brakes in the front and rear respectively ensure high performance in sudden braking while the large windscreen and rear window allows for higher level of vision and clarity.

Released on 06 May, 2005Tata ACE is set to create a new mini-truck segment in India

Tata Motors, India's largest integrated automobile manufacturer, announced the commercial launch of the country's first versatile and indigenously developed, diesel powered mini truck - The Tata Ace - at a glittering function in Bangalore today.

The Ace is priced in the range of Rs. 2.25 lac for BS II and Rs. 2.35 lac for BS III (ex-showroom Kochi and Bangalore respectively). The mini-truck is powered by a small and efficient 16bhp 700 cc IDI diesel engine. Suitable for both rural and urban use, the Ace sets the trend as the country's first high performance, low maintenance, safe and reliable mini-truck with sporty car-like features to ensure comfort in ride and handling. With the launch of the Ace, Tata Motors has introduced a new category in the commercial vehicle industry.

Speaking on the occasion of the commercial launch, Mr. Ratan N Tata, Chairman - Tata Motors said, 'It has always been our desire to anticipate demand and develop products to meet that need. We perceived that there would be a growing demand for a safe, reliable and versatile 4-wheel very Light Commercial Vehicle for carrying goods and people. It would facilitate inter-city transport and extensively connect town and villages in rural India. I believe the Tata Ace will deliver excellent value to its owners and operators.'

The Tata Ace will be launched in a phased manner. Initially, the mini truck will be available across the wide network of dealerships in the states of Maharashtra, Karnataka, Tamil Nadu, Andhra Pradesh, Kerala and Union Territory of Pondicherry.

The ACE carries a 36000 km/ 12-month warranty on the vehicle. ACE owners can avail of service across the nationwide network of sales/ spares/ service points set up even in small towns in an effort to enhance customer convenience.