Motoring 2014: Tata carves its market share in the commercial and passenger sales segment

PILIPINAS Taj Autogroup Inc. (PTAJ), the exclusive distributor of Tata Motors passenger cars and commercial vehicles in the Philippines, began its operations this year.

To gain a foothold in the expanding local automotive industry, the group launched an aggressive marketing strategy that saw three consecutive launches of different brands with different price points in less than a year and the participation in the popular Manila International Auto Show (MIAS) 2014.

“Sales performance has been positive and the awareness of the brand has been spreading, due to the worldwide reputation of Tata Motors as a trusted automotive brand,” said Nicky Mariano, general manager of PTAJ.

“After introducing our diesel-powered passenger cars and commercial vehicles during the past two launches in July and September this year, sales performance has been positive and the awareness of the brand has been spreading,” he added.

During the MIAS 2014, PTAJ launched its petrol variants: the Manza INI sedan, Vista INI hatchback. The Xenon XT DLE 4×4 and DLS 4×2. both diesel-powered crew cab pick-ups, and the Tata Ace Bata Jeepney and Super Ace Big Boy Utility Vehicle Body belong to the light commercial vehicles category.

Later, the group launched the refined and efficient eco-diesel powered variants of the Manza and Vista: the Manza Aura Diesel and the Vista Ignis Diesel, leveraging on Tata Motors’ worldwide expertise in diesel engines.

For its third launch in September, Tata introduced the 2015 refreshed Tata Xenon XT, both in 4×4 and 4×2 variants. Together with the Xenon XT, the company also relaunched the Ace Bata Jeepney and Super Ace Big Boy, as well as introducing the Indica Diesel hatchback for the first time in the market.

Targeting taxi fleets

Also introduced in the market was the Indigo sedan, which is highly anticipated by taxi franchise operators and transport groups for use in their respective taxi fleets due to the Indigo’s reputation as a durable and highly efficient eco-diesel powered engine that had been tested around the world.

In the commercial vehicles segment, Tata is optimistic about the growing demand for vehicles. The Tata Ace Bata, for example, should appeal to the market because of its unique eco-diesel powered engine rating in the mini-truck segment. The Tata Ace Bata can carry 750 kg as payload, compared to other surplus and used offerings in the market, according to Mariano.

“The Tata Ace boasts of a two-year or 36,000-km warranty, and ensures drastically lower ownership and low operating costs,” he said.

Tata is already looking at the potential of its models as an alternative brand for public or passenger cars segment.

“For the passenger cars segment, Tata Indigo sedan, which has also a highly efficient turbocharged eco-diesel engine, can confidently take on Philippine roads and traffic as it is positioned as the next vehicle for taxi application,” Mariano explained.

High fuel efficiency

Another commercial vehicle, the Tata Xenon, was also introduced during the MIAS 2014, and now enjoys high sales performance due to its value for money and fuel efficient eco-diesel 2.2L Dicor Turbocharged Diesel Engine, added Mariano.

Mariano noted the top three considerations of car buyers today include durability, reliability, and high fuel-efficiency across all vehicles.

He also saw that Filipinos are more practical in their buying decisions.

“They should get more of what they are paying for,” he said. “As we have noticed in the automotive market, brands are positioning their products into competitive pricing, flexible financing schemes, and in total, making it easier for every Filipino to buy their own cars. With this, we, Tata Motors also offers flexible financing packages in the market for both our passenger cars and commercial vehicles.”

In less than a year, Tata Motors’ dealership network has expanded nationwide to Cagayan de Oro, Cainta, Davao, Marcos Highway, and Quezon Avenue. It will soon open a dealership in Cebu and Tarlac.

It opened the Quezon Avenue branch just last month. Owned and operated by Manindra Auto Corp., which has 36 years of automotive experience under its helm, Tata Quezon Avenue is Pilipinas Taj Auto group’s fourth newest dealership. Located on the Quezon Avenue automotive row, Tata Quezon Avenue is housed in a 1,500 sq.m. property that can accommodate four vehicles in a showroom, a spacious and customer-centered lounge, and a service area of four work bays.

Tata inaugurated its Davao showroom last Thursday.

“Due to the overwhelming acceptance of our Tata commercial and passenger vehicles in the country, we are committed to expand our reach and visibility to our valued customers, as well as to continue providing fuel efficient and durable vehicles in the market,” said David Coyukiat, chair and president of PTAJ.