Ace shows the way
Business Standard — December 27, 2006

Ace was started as an experimental product by Tata Motors with little idea that it would create history in the Indian light commercial vehicle (LCV) market. Currently, the hottest selling LCV, its demand outstrips supply.

Tata Ace is priced between Rs 2.25 lakh and Rs 2.35 lakh, and is powered by a small and efficient 16-bhp, 700-cc IDI diesel engine. Suitable for both rural and urban use, Ace has set 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 its launch, Tata Motors has introduced a new category in the commercial vehicle industry. The traditional market was dominated by three-wheelers which lacked power, space and comfort.

Tata Ace came as an instant replacement to three-wheelers, and took the first-mover advantage, never looking back since its introduction last year.

It is selling close to 5,000 units per month, surpassing the sales of all three-wheelers combined. Ravi Kant, managing director, Tata Motors, recently said, "It is creating wonders in the market and we are struggling to meet the demands. We would be ramping up its production, and are scouring locations to set up another plant to manufacture the Ace."