How Tata Motors Is Slowly Regaining Its Mojo?

Tata Motors

After nearly a decade in the desert, the automaker is back to the showdown, a collection of launches with remodeled era took Tata Motors to 2nd position withinside the marketplace in December 2021. It additionally took over the SUV phase in December and January Tata Motors had unveiled the concept of its micro-SUV called HBX, at the Auto Expo in 2020.

Tata Motors is Coming Back to The Game, Slowly and Steadily

In India, the early 1990s were defined by a handful of functional cars with polygonal designs that often lacked personality. It was that time when the concept SUV hadn’t yet hit the roads of the country.

In addition to innovation, Tata Motors products are now being customized to follow consumer needs and work. Even during the April 2020 pandemic lockdown, Tata Motors overtook Honda Cars India to take the third position in the compact segment with Altroz, Bolt, Tiago, Tigor, and Zest with 44,941 vehicles sold.

Compare that to 32,230 at the same time last year, when it fell to No. 4. Crucially, Tata Motors also owns the midsize Harrier in the fast-growing SUV segment of India’s passenger car market the category has grown from 15% in 2015 to over 30% in 2020.    Tata Motors is also composed to harvest the benefit.

“There’s a strong association of Tata products with safety and this helps them build the equity of their brand,” points out Gaurav Vangaal, associate director, automotive LVP forecasting, IHS Markit.  

The epilogue of Lost glory

In addition to consolidation, the decisions were also tough, such as the discontinuation of underperforming products. The Hexa was discontinued within three years of its release, meanwhile, eight previous models were abandoned also. Instead, they focused in the right segment on cars like the Tiago, Altroz ​​, and Nexon, known for their value packaging,  and helped Tata Motors increase its overall share of the passenger car market to 8% in April-September 2020 to 53 % in the same period last year, versus 3% in the same period last year.

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