Beruflich Dokumente
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06 COVER STORY
Coming up Aces
Tata Ace captures the small commercial
vehicle market in Bangladesh
04| FOREWORD
05| PERSPECTIVE
10| NEWS
In the news
News snippets on Tata Motors' activities around the world
PM Telang
04 Strides
AUGUST 2010
Perspective
For Tata Motors, the international business is a focus area with a large
opportunity for growth. Over the past years, the company has grown
successfully and has built a strong base in several geographies. It has
developed a range of products that are competitive with, and contemporary
to, the best-in-class across various segments. With this extensive portfolio,
Tata Motors is now poised to become a significant player in several markets.
As we prepare ourselves to meet our ambitious targets and the challenges that
lie ahead, we would like to reach out to our channel partners across the globe
to share our vision and goals. Tata Motors believes that the success of its
RT Wasan
channel partners is a very important factor in the path to sustainable growth. Head, Commercial Vehicles Division
Tata Motors International Business
There are indeed several inspiring success stories from our channel partners
in several markets, where they have taken on daunting challenges and shown
spectacular results. We would like to share some of these stories with you.
Our cover story, for instance, talks about how Nitol Motors, our partner in
Bangladesh, was able to drive up sales dramatically in a short span of time.
The launch of Tata Xenon in Chile could help script similar stories in the rest
of the Latin American region. We analyse the strategy behind the company's
foray into the region in our section, In focus. And in the Customer speak
section, a satisfied Indica Vista owner in South Africa talks about her new car.
With all this, we hope that Strides will be interesting reading for our extended
Tata Motors family, including our channel partners, associates, customers and
friends. We look forward to your views on how we can make this magazine
more informative, inspirational and impactful in our journey together on the
road to a prosperous future.
Strides 05
AUGUST 2010
COVER STORY
Coming up Aces
Every month more than 500 Tata Ace trucks drive out of Nitol MotorsÊ
showrooms in Bangladesh, a feat that has transformed the market for
small commercial vehicles in the country. Strides finds out the key
factors for this success
A
s one of the oldest channel partners in the BIRTH OF AN IDEA
international market, our working The original plan was to sell about 200-250 trucks a
relationship with Tata Motors has always month, but RT Wasan, Head of the Commercial
been pleasant. With ÂProject 500Ê it was taken to a Vehicle Division, Tata Motors International Business,
different level,‰ says Abdul Musabbir Ahmad, suggested a more ambitious target. This was not
Managing Director, Nitol Motors, Bangladesh. His only good for business but also critical for the
company has successfully achieved a target that success of the Ace in this geography.
seemed to be impossible barely a year ago: selling
500 Tata Ace trucks every month on a sustained In Bangladesh, Tata Motors has traditionally been
basis in the country. dominant in the medium and heavy commercial
vehicle segments, and light commercial vehicle
How Nitol Motors did it is a story not only about truck and bus segments. The small commercial
a great new product but also about the vehicle (SCV) market was almost non-existent. With
extraordinary efforts of a team that worked Ace, Tata Motors wanted to quickly create an SCV
together to make it happen. market and then dominate it. A big thrust was
06 Strides
AUGUST 2010
needed to create momentum with a new model in a with a focus on projects that would create more
virtually non-existent sector. employment opportunities in Bangladesh. This one
fit the bill and the company had no hesitation in
Thus was born Project 500, the figure indicating the creating an exclusive division for Ace. „With
ambitious new monthly target that had to be Project 500, it was important to think and execute
notched up in record time. The Ace was making its big,‰ says Biswadev Sengupta, Regional Head,
debut in a relatively untested market, but Nitol South Asia and Far East. It was also critical for
Motors took up the challenge. Here was a chance Nitol Motors and Tata Motors to work together in
to position the company as a leader in the category, getting to know the customer and the market as
while positively changing peopleÊs perceptions of quickly as possible.
the SCV segment in Bangladesh.
A JOINT VENTURE
Project 500, as it turned out, was an idea whose Apart from establishing close coordination between
time had come. Nitol Motors was on the verge of the companies, several other partnerships had to
a major expansion and had begun the year 2009 be forged. The distributor, the company sales and
DISTRIBUTOR TALK:
The level of collaboration achieved on Project 500 was a first for us and it
was crucial for the success of Ace in Bangladesh. Our experience of dealing
with Tata Motors has been very satisfying.
Team up: Find a strong financing channel partner who understands the
product and the customer.
Keep the faith: Believe in the product and its potential to change
customersÊ lives.
Finally perhaps it was just good karma; at any other time and with any other
product, such rapid success on this scale might not have been possible.
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AUGUST 2010
Behind the wheel: Chairman Abdul Matlub Ahmad
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AUGUST 2010
This involved two key steps: convincing the
customer and living up to the promise. The first
objective was tackled through a smart and focused
marketing campaign. The second required setting up
a dedicated after-sales support team. To that end,
three new distributor branches and 10 additional
authorised centres were set up across the country.
The result: satisfied customers and a cache of
goodwill. Rajib Ghosh, Regional Manager, Customer
Care, SAARC and South East Asia, says: „We were
excited at the prospect of achieving something that Taking steps to avoid a stock-out situation
had never been done before. Project 500 took
determination and dedication from all of us.‰
Making sure that customer queries were Mechanics and engineers were trained at
handled with minimum downtime. Tata Motors facilities at Pune and Lucknow;
two in-house trainers were developed who in
Building up a bank of testimonials on customer turn trained 250 mechanics, 60 sales people
care. and 200 local garage employees.
Strides 09
AUGUST 2010
NEWS
In the news
paramilitary forces since 1958. The
Tata Mine Protected Vehicle,
displayed at the Defexpo India 2010,
will help the company leverage the
entire defence mobility spectrum.
10 Strides
AUGUST 2010
Automobile and Diesel Industries the Year (four) and ViewersÊ Choice
Limited, a Government of Myanmar Car of the Year (two) awards and a
enterprise, to set up a heavy truck jury award.
plant at Magwe.
The Indigo Manza received the Best
Built under the Government of IndiaÊs Entry-level Sedan of the Year and
line of credit, the plant will have a the Best Value for Money Car of the
highly flexible chassis and frame Year awards.
assembly line along with cab All set for the CTA drive
manufacturing, painting and trimming The Indica Vista was rated the
facilities. The unit is expected to Best Value for Money Car of
become operational by the last the Year and the Motoring Car of
quarter of 2010-11 with a capacity of the Year.
1,000 vehicles per year, which can be
expanded to 5,000 units.
PROMOTING SOCIAL
RESPONSIBILITY Navigating rough terrain during the
CRITICAL APPRECIATION In keeping with the philosophy of Madrid Rumbo Al Sur tour
New-generation cars launched by the Tata group, Tata Motors has
Tata Motors such as Tata Nano, been involved in social responsibility
Tata Indigo Manza and Tata Indica initiatives all over the world. Educational Trust to help and support
Vista have been winning over auto them in their work. In Italy, Tata
critics everywhere. The cars have In South Africa, Tata Motors, with Motors along with its distributor
received several awards instituted its distributor Accordian Melian Italia is working closely with
by auto publications and television Investments, is involved with the an association called Centro
channels since their launches, and Zuma Educational Trust. Founded Turistico ACLI (CTA), a branch of the
Tata Motors, as a company, by the President of South Africa, Christian Association of Italian
received two awards. It was Jacob Zuma, the trust works to Workers. CTA works to improve the
declared the 2009 Car Maker of the increase access to educational quality of life of impoverished African
Year and the the Best Value for opportunities for disadvantaged communities. It recently organised a
Money Brand. children, to offer support to drive through Italy to collect funds
principals and teachers and to for schools run by CTA in Inhassoro,
The several awards that Tata Nano mobilise individuals and companies Mozambique. Tata Motors and
has won includes Compact Car of to rally behind the objectives of the Melian Italia provided two Tata
the Year, Entry-level Mini Car of the trust. It also aims to break the cycle Safaris for the drive, which were
Year, Indian Automotive Design of of poverty in the deprived areas of handed over to CTA after the drive.
the Year, the Most Value for Money the country. Tata Motors has
Car of the Year, Small Car of the presented a Tata Indica Vista and In Spain, Tata Motors and its
Year, Micro Car of the Year, Car of Tata Xenon double cab to the Zuma distributor Nissho Motors Espana
provided logistical support in the form
of Tata vehicles · three Safaris and
two Xenons · for Madrid Rumbo
Al Sur, which means „destination
south„ or „going south‰ in Spanish.
Madrid Rumbo Al Sur was an
initiative by Esperanza Aguirre,
President of the Community of
Madrid, to promote the spirit of
cooperation and adventure among
youth. Participants from various
schools and colleges travelled
7,000km through Morocco, in 23
days, to learn about the progress in
the areas of infrastructure
Phonnie Cilliers (second left), COO, Accordian Investments, hands over the keys of development, preservation of cultural
the Indica Vista and Tata Xenon to Jacob Zuma (extreme right), founder, Jacob Zuma heritage, health and education in
Education Trust the country.
Strides 11
AUGUST 2010
From there to
eternity
The seeds of what would mature and become
todayÊs Tata group were laid long years before
India became independent. We bring you a
few vignettes of the Âfoundation yearsÊ, when
the Tata dream of an industrialised India
began to take shape
JRD Tata guided the Tata group for more than half
a century from 1938 to 1991. He pioneered the
groupÊs involvement in the airline business and
shaped the groupÊs initiatives in steel, chemicals,
power, commercial vehicles and software JamsetjiÊs first foray into manufacturing was a
textile mill, The Empress Mills, inaugurated in
Nagpur on January 1, 1877, the day Queen Victoria
was formally proclaimed Empress of India
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AUGUST 2010
AsiaÊs first integrated steel plant, Tata Iron
and Steel Company(TISCO), now Tata Steel,
was set up in 1907 in Sakchi (which was
renamed Jamshedpur in 1911). A 100 years
later, it has a presence in four continents, a
capacity of 25 million tonnes and is the
worldÊs sixth-largest steel producer
Strides 13
AUGUST 2010
Tata Chemicals, IndiaÊs heavy chemicals industry, had humble beginnings
at Mithapur in Gujarat in 1939. In those early days, salt was tilled using
manual labour. No longer. Today, Mithapur is one the most integrated
facilities of its kind and Tata Chemicals is IndiaÊs leading manufacturer of
inorganic chemicals. It also manufactures fertilisers and food additives and
has a global presence
This photofeature was first published in the Tata Review, October 2007.
14 Strides
AUGUST 2010
CUSTOMER SPEAK
Value-added surprise
The Indica Vista was launched in South Africa in October 2009. Brenda
Mclean reveals what she enjoys the most about her new car
I am also happy with the after-sales service. The sales executive, Jason from the
Tata dealership at Pretoria Central, gave us excellent service, from the presentation
of the car to the way that he handled the whole deal. He even followed up the next
day to inform us that the license disc and plates were ready.
· Brenda Mclean, South Africa
Strides 15
AUGUST 2010
Geneva International
Motor Show
EVENTS
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AUGUST 2010
The Nano
diaries
All over the world, the big-small car,
Tata Nano was met with huge
applause and appreciation. From the
glamorous auto show at Geneva to
the ones in Madrid in Spain, Poznan
in Poland and Dhaka in Bangladesh,
the Nano made heads turn wherever
it went. It also triggered off a huge
interest at the Brand Managers
Tata Nano EV at the Madrid Motor Show
Meet in Italy where the product was
discussed in great detail
et in Italy
Brand Managers Me
Tata Nano EV at the
Strides 17
AUGUST 2010
Made in
India show
Tata Motors participated in the
Made in India show in Dubai in
June 2010. The show was
organised by the Federation of
India Export Organisations and
attracted 203 companies from
across the world. Tata Motors
showcased the Tata Xenon and
Marco Polo range of buses
to potential customers in the
Middle East
Marco Polo bus
Xenon Petr
per ol
Xenon Tip
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AUGUST 2010
Discover versatility
The various custom-built applications of
Tata Motors in the construction, public
utilities, emergency and defence, and
distribution categories showcase the
capabilities of the companyÊs commercial
vehicle platforms
Garbage compactor
Ambulance
er van
Contain
Truck-mounted crane
Cesspit tanker
Strides 19
AUGUST 2010
Auto Expo
Tata Motors made a huge
impression at the Auto Expo 2010
held in New Delhi. It launched the
Tata Aria, Tata Venture, Tata Magic
Iris and the all new Jaguar XI at the
show which attracted participants
and audiences from all over the world
Jaguar XI
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AUGUST 2010
Defence Expo
Tata Motors launched the Tata Mine
Protected Vehicle and displayed
an array of other defence vehicles
at the Defexpo India 2010 in
New Delhi. The expo was
organised by the Defence
Exhibition Organisation, Ministry
of Defence, and was meant as a
showcase for land and naval
defence systems
Armoured Tata Sumo
Winning moves
A breakthrough in Chile has helped hone the strategy for other
countries in the Latin American region. Strides steps in behind the
scenes to understand the companyÊs recipe for the region
L
atin AmericaÊs burgeoning automobile market 35-50 per cent and high sea-freight costs. This made
is a haven for vehicle makers from around completely-built unit (CBU) exports from India
the world. For Tata Motors too, the countries unviable. Secondly, competing vehicle makers were
in the region · Brazil, Mexico, Argentina and Chile exempt from the duties as their countries had free-
among others · have long presented an attractive trade agreements with Latin American countries.
and tempting opportunity.
To be competitively priced in the market, Tata
However, the challenge of navigating an unknown Motors felt that the best way forward would be to
terrain meant that the company had to move with set up semi / complete knocked down assembly
abundant caution. So even after identifying the plants for passenger cars, pick-up vehicles and
region as a potential hotspot way back in 2005, the small commercial vehicles in the first phase, and
unanimous decision was to drive in slow, build the light commercial vehicles and medium and heavy
brand and test the waters with one country before commercial vehicles and buses in the second
marching on with the complete range of vehicles. phase. And eventually, go for a manufacturing hub.
With a Latin American market size of around
650,000 units for commercial vehicles, this was a Chile was chosen for the test drive because it is
frontier that definitely had to be conquered. representative of the region and has the lowest
import duties. Tata Motors decided to enter into a
ADAPT AND ADVANCE strategic alliance with a distributor in Chile so that it
The Latin American market posed two major could adapt to the local ways and then advance to
challenges: high import duties ranging between the rest of the region.
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AUGUST 2010
Revved up for the treasure hunt through the sand dunes at the launch Tracing complicated patterns in sand
The strategy seems to have paid off rich dividends. and briefed about the company and its products.
There has been a steady rise in sales and the The clinics threw up a startling revelation: Although
company has gathered unique and valuable insights most customers were up to speed with the latest in
into the consumer mindset which, in the years to the world of wheels and preferred vehicles of Asian
come, will help it expand and grow at a faster clip. origin, India was nowhere on their radar. It was
clubbed with China as a producer of cheap goods.
THE CHILE ADVANTAGE
Most European, American, Japanese, Korean and The challenge was to establish India as a country of
Chinese brands are present in Chile, thereby origin for quality products and Tata Motors as a
making it an ideal testing ground. Also its CBU trusted and renowned maker of vehicles. This
import duties are the lowest in the region would require a shift in perceptions in such a way
at 6 per cent. that the customer connected India with quality and
quality with Tata Motors.
When Tata Motors decided to launch the Xenon
pick-up truck, as a first step, its team scouted the THE GIANT FROM INDIA
market for customer feedback on competitorsÊ Tata Motors launched road shows and newspaper
vehicles. In partnership with its distributor and internet campaigns to promote Indian heritage
SK Berge, a leading automobile distributor in the and culture and generate awareness about its
Latin American market, the team also set up static manufacturing capabilities. Having done that, it spoke
and dynamic customer clinics where a small group about the impending arrival of a giant from India and
of customers were probed on their preferences then introduced Tata Motors as Âthe giant from IndiaÊ.
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AUGUST 2010
On the test drive at the the launch
PICKING UP SPEED
Tata Motors hit the road with a no-frills version of the
Xenon to cater to the price-sensitive customer. Also,
it decided to focus on areas outside the key Santiago
region where customers are not as brand-conscious.
Proving its mettle on the rough incline of a road in Chile Within a few months, the Xenon has caught the
customers' fancy and sales have risen from 10 units
to nearly 50 units a month. The company expects to
MARKET OVERVIEW
close the year with sales close to 600 vehicles.
CROSSWORD ANSWERS
Across: 5. South Africa, 8. Poland, 10. Spain, 11. Dubai, 13. Abu Dhabi, 15. Angola, 16. Mauritius, 18. Chile, 20. Sri Lanka, 21. Tanzania, 23. Senegal,
24. Thailand, 26. Turkey, 31. Ukraine, 32. Italy, 33. Uganda, 34. India, 36. Qatar
Down: 1. Oman, 2. Mozambique, 3. Bangladesh, 4. Saudi Arabia, 6. Russia, 7. Bhutan, 9. Djibouti, 12. Ethiopia, 14. Bahrain, 16. Malaysia, 17. Kenya,
19. Zambia, 22. Algeria, 25. Nigeria, 27. Egypt, 28. Congo, 29. Ghana, 30. Kuwait, 35. Nepal
TRAVEL AND LIVING
Atop nine dragons
An exhilarating journey into Vietnam, a country that offers history,
culture and abundant natural beauty in full measure
W
elcome to a world where the colours are While the people are fiercely protective of their
bold and vivid, the landscape dramatic, sovereignty, they are welcoming to all tourists and
the history compelling and the people are quick to tell you that the doors are always open
friendly. Welcome to a world where tastes and for guests but firmly bolted for all who come as
smells are an amalgam of cultures and cuisines, conquerors. They do not hesitate to speak about
guaranteed to tempt even the most practised their violent past, or even joke about it when they
palate. Welcome to Vietnam, the Asian dragon that remind you that Vietnam is not a war, but a country!
has arisen from its slumber.
Today the people are trying very
Home to a variety of cultures and traditions, hard to stay in step with a rapidly
Vietnam offers the tourist a profusion of places to growing tourism industry and a
go to. You can while away the hours in its temples market-driven economy. So
and marketplaces. Or you can walk through its whether you are in the
narrow lanes and crowded alleyways crammed with countryside surrounded by paddy
stalls selling exotic street food. You can spend days fields or in Ho Chi Minh City,
driving along the paddy fields and waterfalls that dot there is no escaping the
the countryside or just sit by staring at its cloud- persistent salesman pushing
canopied mountains. everything from local handicraft to
homegrown medicines.
But everywhere you go, you will be charmed by its
people. Their friendly ways and diehard optimism CHAOS AND CALM
belie the conflict-ridden history of the nation which The cities are a chaotic jumble of
has seen a bloody war, suffered the excesses of a streets. They run into each other
dictatorial regime and survived a long stint under in a maze of twists and turns and
colonial and communist rulers. are in turn, overrun by honking
The lush green Vietnamese countryside
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AUGUST 2010
The rice fields of Mekong Delta Vietnamese markets are a photographer's delight
CROSSWORD
Solve the crossword to identify the 37 locations of Tata Motors across the globe
1 2 3 4
5 6
7 8 9
10
11 12 13
14
15
16 17
18
19
20
21 22
23
24 25
26 27
28 29 30
31 32
33
34 35
36
ACROSS DOWN
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