No Nano? No Problem! There’s more to Tata than the world’s most affordable car

MANILA, Philippines—The Manila International Auto Show that’s set to begin on April 3 will welcome a taste of “Bollywood” on its floors. That’s because the “stars” of India’s largest automobile company, Tata Motors, will be formally introduced on that occasion, through Pilipinas Taj Autogroup.

 

Tata Motors—a Fortune Global 500 company that created the world’s most affordable car Nano, and has acquired British luxury brand Jaguar, Land Rover and Daewoo, among others—will unveil its Xenon 4×2 and 4×4 diesel-powered pickups (the workhorses of the Indian armed forces and UN peacekeeping forces), the gasoline-powered Manza sedan and the Indica Vista hatchback. The Ace and Super Ace minitrucks, on the other hand, will be commercially available only starting this July, along with Tata’s diesel-powered sedans.

 

A couple of weeks ago, upon the invitation of Pilipinas Taj Autogroup, Inquirer Motoring visited Tata Motors’ Mumbai headquarters, showrooms and the Pune plant, and test-drove some of the vehicles.

 

Inquirer Motoring also learned that Pilipinas Taj Autogroup has been planning strategic introductory price-to-performance points and an aggressive brand imaging campaign to “shake up” the paradigm set by established automotive players in the Philippines and provide what it considers a much better alternative to the used-car business.

 

One would expect the drive with the Nano as the highlight of the trip. Surprisingly, it was this author’s behind-the-wheel experience with the 1-ton, two-seater minitruck Super Ace that largely defined Tata’s brand mind-set for the Philippines.

 

The Ace and Super Ace variants have been chosen by the manufacturer to be part of the Philippine roster due to the vehicles’ target customer segment that is keen on durability, reliability, cost of owning, fuel consumption and long-distance driving comfort. Tata’s Super Ace minitruck, which has noticeably a bit of luxurious features in the interior, has been touted as ideal for businesses with “hands-on” owners.

 

Not a chore to drive

 

Business owners will find that Tata’s beasts of burden are not a chore to drive, as the steering response, the acceleration and the transmission feel refined and comfortable for a minitruck. Aside from cabin comfort and ride refinements, the wide windshield and side view mirrors provide better front and lateral views of the road.

 

Tata Motors describes the Super Ace’s 1400cc turbocharged diesel engine as fuel-efficient, revealing a combined highway and city consumption of 14 kilometers per liter, with power in the 70-horsepower range at 4,500 revolutions per minute. For stability, the Super Ace boasts of a strong chassis and independent suspension. The Ace minitruck is touted to have the longest loadbody in its class for higher, more versatile carrying capacities.

 

If the strategic price planning works, the Ace minitrucks’ selling performance in the country could add healthy numbers to an already robust global performance where combined sales has topped one million units. About 2,500 Ace minitrucks are sold every month in India.

 

The Ace is exported to South Africa, South Asia and Thailand. The Philippines and Vietnam are included in Tata Motors’ drive to introduce the Ace to left-hand drive countries in the Asean region.

 

Let the car come in

 

Tata Motors is not all about business, though. It will also bring in cars that are fun to drive, such as the Indica Vista manual-transmission hatchback (available in diesel and gasoline variants). It looks unassumingly modest, with a simple instrument cluster, vanity mirrors on sun visors and respectable boot space. But the refinement of the diesel variant’s NVH (noise, vibration and harshness) is at the level where you really have to double-check if you’re driving diesel and not gasoline.

 

The 1.3-liter diesel engine that powers the Indica Vista is said to be capable of yielding fuel-efficiencies in the 22-kpl mark. The gasoline variant is powered by the 1.2-liter engine.

 

The author was also able to drive the Bolt, an essentially leveled-up version of the Vista that is yet to be introduced in India. The Bolt, which will eventually replace the Vista, sports the chic and modern look inside and out. The Bolt, which will also have an automatic transmission variant, will be made on an entirely new platform, delivering better acceleration and more refined amenities over its predecessor.

 

This author also briefly drove the Manza Safire sedan, powered by a 1,368cc gasoline engine mated to a five-speed +1 manual gearbox. Manza Safire offered nice touches for the driver and passengers, including tilt-adjustable power steering, rear-seat center armrest with cupholders, adjustable lumbar support and a large boot space.

 

Back to brute strength

 

Then, it was back to brute strength, as this author got behind the wheels of the Xenon 4×4, made more intimidating with its “military look” paint job. The powerplant matched the aggressive look, what with the 2.2-liter TCIC DiCOR Euro II diesel engine (the same engine spec that will be available in the Philippines) generating 138.08 HP of power and 320 Nm of torque.

 

Drive and safety refinements include an antilock brake system, an immobilizer, auto leveling headlamps, tiltable power steering, dual airbags, central locking, remote keyless entry, electric windows and side mirrors, and limited slip differential. Xenon has independent suspension in the front and leaf spring at the back, the standard for pickups.

 

For the Xenon drive, an off-road track was used, mimicking the various terrain in India (and in the Philippines, as well). In contrast to the Euro V-level diesel engine of the other Tata Motors’ sedans this writer previously drove, the NVH for Xenon was understandably more “raw.” The Xenon’s clutch pedal was harder to press. However, Xenon’s acceleration was impressive, thanks to its driveline. At lower RPMs or low engine speeds, the torque and power are felt.

 

And yes, the trip wouldn’t be complete without a test drive of the iconic Nano. The immediate impression with the Nano is its clever design—deceptively spacious inside, with plenty of room for long-limbed passengers.

 

Like a car for grownups

 

The Nano definitely felt like a car for grownups, not at all like a street-legal golf cart. As this author surpassed the 100 kph speedometer on this four-speed vehicle, there were no unnerving vibration and harshness, the kind one would normally feel in other tiny hatchbacks. The accelerator pedal felt light. The handling was also impressive, the car confidently taking on the curves on the track.

 

Sadly, though, that could have been this author’s last encounter with the Nano for the foreseeable future, as Tata Motors and Pilipinas Taj Autogroup have made it clear they have no plans of bringing in the Nano.

 

The brand name of Tata, however, encompasses much more than the automotive industry. Tata Motors is just one of the major companies of the Tata Group, which includes Tata Steel, Tata Consultancy Services, Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan, Indian Hotels and Tata Communications. The group’s 31 publicly listed enterprises have a combined market capitalization of about $76.76 billion as of 2012 and a shareholder base of 3.6 million.

 

What sets the company apart is that two-thirds of the equity of Tata Sons, the Tata Group’s promoter company, is held by philanthropic trusts which have created national institutions in science and technology, medical research, social studies and the performing arts, aid and assistance to NGOs, and social welfare activities.

 

Tata Motors started out in 1860 with businesses in steel mills and tea plantations, and has since diversified into many other industries, most notably into commercial vehicles, buses and heavy goods trucks through Tata Locomotive and Engineering Co. The automobile business started in 1945.

 

Come April 3, the public will know if Tata Motors can extend its profitable “spice road” to a country long used to vehicles coming from the rest of the world.