March 2023 | 2220 words | 8-minute read
In 1932, Sir Dorabji Tata gave the nod to finance and launch India’s first-ever airline — Tata Airlines — which later became the national carrier Air India. In 1938, the Tata group acquired the Singhbhum Shops of the East Indian Railway Workshop to manufacture steam locomotives and later diesel ones under the name of Tata Locomotive and Engineering Company Ltd or TELCO, thus making a significant contribution in India’s transportation services and its journey to become self-reliant.
This journey, however, took a different turn in 1954 when TELCO (rechristened Tata Motors in 2003) entered into an agreement with Daimler Benz to rollout what would be termed as India’s first ever ‘truck made for the Indian soil’ — the Tata Mercedes Benz truck. This historic partnership between the two iconic brands sowed the seeds of automotive manufacturing in India. In 1961, just a few years after the launch, both the country and the company celebrated two milestones: launch of its first luxury bus and the first-ever export of ‘Made in India’ trucks to Sri Lanka (then Ceylon).
By 1968, over 1,75,000 Tata-Daimler Benz vehicles, approximately 50% of trucks and buses, plying on Indian roads were from Tata Motors’ stable, marking its journey towards being the largest manufacturer of commercial vehicles (CV) in India. [view a timeline of Tata Motors]
R&D to Innovation
In line with India’s aspiration to be self-reliant in industries, Tata Motors laid the foundation for developing automotive excellence by launching its first R&D center in Jamshedpur in 1966. In the late 1970s, two new vehicles: the 15-tonne heavy vehicle Tata S 1210 series — with an improved front design, embedded rectangular headlights and a wider hood — and the light truck 407 LCV were indigenously designed and rolled out, revolutionizing the transportation of goods across the country. Since then, a solution-oriented approach to holistically address the evolving needs of customers ahead of curve made Tata Motors introduce first to market concepts that have led to a transformational shift in mobility. The Ace is one such example of creating a new category altogether for last-mile deliveries that is now being extensively used by e-commerce industry. Similarly, the timely introduction of large tippers, applications for specific industry segments and CNG-powered trucks in the light, medium and now heavy segments of commercial vehicles have ensured Tata Motors continuing leadership in commercial vehicles.
“In recent years Tata Motors has made significant impact on the automotive industry by virtue of power of innovation and a delivery mindset." - Rajendra Petkar
With time, Tata Motors thrust on progressive engineering R&D and indigenous vehicle development has only accelerated. Innovations introduced by Tata Motors have consistently set industry benchmarks in every segment of cargo and passenger transport. These efforts have resulted in creating new age vehicles that are sage and offer stunning designs, pleasant driving experiences, offering seamless connectivity and serving a wide variety of applications. Tata Motors has further sought to elevate customer experiences through Industry 4.0 practices and sophisticated platforms.
According to Rajendra Petkar, President and CTO, Tata Motors, “In recent years Tata Motors has made significant impact on the automotive industry by virtue of power of innovation and a delivery mindset. Few such accomplishments include the complete product transformation while offering superior product attributes and value enhancers during the BS4 to BS6 transition in record 3 years, democratization of occupant safety through launch of countries first Global NCAP 5 star rated cars across segments, launch of indigenously developed Connected Vehicle Features across vehicle segments, and leading the cause of sustainability by unveiling/launching vehicles with alternate & new energy paradigms like CNG, LNG, ethanol, electric vehicles (PVs & CVs) and countries first zero emission hydrogen powered fuel cell bus. The positive run has been a result of an enabling ecosystem and backend processes that yield innovation and technology creation at the workplace. The ‘Innovista & Imagineering’ competitions inspire our workforce to showcase their agility, skills, and innovative mindset towards solving problems and enhancing efficiencies to delight customers.”
1988 was a watershed year for Tata Motors. Earlier that year, Chairman Emeritus Mr Ratan Tata was appointed executive deputy chairman of TELCO; under his aegis India’s first indigenous pickup, Tatamobile 206, was launched, marking the company’s entry into the passenger vehicle (PV) segment.
When the country opened its doors to foreign investment in 1991, it ushered a new era for both India and Tata Motors. The company launched a range of vehicles, beginning with Tata Sierra, India’s first home-grown SUV, designed and manufactured locally; followed by the Tata Estate in 1992; and in 1994 Tata Sumo, the first multi-utility vehicle named after Tata Motors’ then MD Sumant Moolgaokar. Multiple teams collaborated to bring these iconic vehicles on Indian roads.
Making India’s car
The company’s dream to launch a full-fledged passenger car, however, was yet to be fulfilled. The post-liberalization boom provided the needed impetus and in December 1998, Tata Motors launched the Indica, ‘India’s Car’, capturing the nation’s imagination. Prior to this, no other car in India could lay claim to being indigenously designed and manufactured. Indica catapulted India into an elite group of just 10 nations that have manufactured their own car.
“First unveiled in 1998, the Tata Indica was a game changer for the Indian automobile industry because it not only was India’s first indigenously developed car but also represented something larger — a significant step forward in India’s journey to building home-grown competencies for building vehicles of the future. Indica’s innovativeness, design, and localization outlined Tata Motors’ broad vision as it forayed into the PV segment. Conceived to meet the needs of the Indian customer, Indica quickly grabbed the numero uno spot in the market and set the stage for Tata Motors to seriously develop its PV portfolio,” says Mr. Shailesh Chandra, Managing Director, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, both subsidiaries of Tata Motors.
"Tata Indica was a game changer for the Indian automobile industry because it not only was India’s first indigenously developed car but also represented something larger — a significant step forward in India’s journey to building home-grown competencies." - Sailesh Chandra
It wasn’t long before the Indica firmly established itself as the people’s favorite and in 2001, it became the fastest-selling automobile in Indian history when it notched up sales of 100,000 in less than 18 months. The Indica was followed in quick succession by the launch of the Indica V2 in 2001 and Tata Indigo (‘India on the Go’) in 2002.
The Tata Safari, the first made-in-India 4-wheel drive SUV, was also launched that year. The Safari Storme GS 800, a version exclusively developed for the Indian Army, proudly continues to serve the nation’s challenging requirements at the front lines.
In the ensuing years, Tata Motors enhanced its portfolio of offerings across the CV and PV spectrum, coming out with competitive and immensely popular models such as Tata Ace; Tata Indigo, India’s first indigenously produced sedan; and Tata Nano, the world’s most affordable car. Undoubtedly, Nano was the star of the Tata stable in 2008, at a price tag of around ₹1 lakh. The frugal engineering ingenuity behind the Nano was widely acclaimed; it also expanded the Indian car market, following the advent of affordable cars.
The acquisition of Jaguar Land Rover helped further diversify offerings while putting Tata Motors on the global map.
In 2017, the company launched the Nexon, Tigor and Hexa — each representing revolutionary designs and performance that pushed the boundaries of automotive engineering. In January 2020 Tata Motors took a big leap in its engineering practice and completed its BSVI transition with the launch of New Forever range of cars and SUVs. The new generation of Tata Motors’ passenger vehicles came with BS6-compliant engines, and superior design under the ‘Impact 2.0’ design language. Redesigned to suit its times, this range promises better performance, refreshed and robust exteriors, enhanced safety and utmost driving comfort to its customers. Nexon is India’s first car to receive a 5-star Global NCAP (tests of the safety capabilities of new cars) rating and later the premium hatchback Altroz, followed this feat. The Nexon EV, the most popular EV in the country, has become the standard of a smartly priced, zero-emission and technologically elevated connected vehicle.
The 2020 New Forever range of PVs and the latest portfolio of CVs set the benchmarks of redefining transportation, with electric vehicles (EV) making a prominent appearance.
Tata Motors has been at the forefront of developing smart, innovative and futuristic transportation solutions that cater to rising consumer expectations and deliver an exceptional user experience. It is making a concerted effort to digitize every step of its value chain to be future-ready and offer a successful continuous cycle for business growth.
Leading the EV wave in India
Climate change is a reality across the world and sustainable transport options is the need of the hour. Thus, EVs are imperative for the world, and more for India, to combat the ill-effects of climate change.
The Indian EV industry has been witnessing exponential growth over last two years. The Government has played a pivotal role in promoting the faster adoption of EVs through favourable policy environment. Owing to the inherent benefits like superior performance, silent and peaceful drive experience, hassle free fuelling i.e. home charging, and significantly better operating cost, car buyers are increasingly looking at EVs, high on their consideration list. With more product options, the EV market will further expand.
Tata Motors is leading the EV mobility in India. As early entrants, they have shaped the electric car market and are nurturing its growth with 88% market share from the Nexon EV and Tigor EV. The face of urban mass mobility is also fast changing with more than 715 electric buses from Tata Motors already running successfully on Indian roads in various cities and orders for supplying several thousand more over the next few years. The recent electrification of the legendary ACE is another step forward to redefine last-mile transportation with eco-friendly solutions, a key requirement of the rapidly growing ecommerce and logistics sectors.
Leveraging group synergies, it has also established Tata UniEVerse, one of its kind EV ecosystem, which is further propelling the EV adoption.
Earlier this year, the Company unveiled its 3 phased approach towards building a comprehensive EV portfolio for personal mobility. The Company will now expand its EV portfolio further with a new mainstream intervention, the Tiago EV. As the leader, it is now pioneering the next phase of EV market expansion, which will bring all the EV benefits of an exciting yet easy drive, silent cabin, low cost of ownership to a more accessible level.
Redefining future transportation
The company continues its visionary approach to redefine the future of Indian transportation by investing in R&D for safe, sustainable, smart, and connected mobility solutions that are best-in-class in terms of comfort and convenience, better connectivity and lowest total cost of ownership across its product line-up, which now includes developing EVs and their components such as battery and e-axle, as well as thermal management technologies. It is working towards advance vehicle safety by utilising digital technology, design and ergonomics. Latest product features related to vehicle and occupant safety are being incorporated with the upcoming safety regulations in consideration.
With its nationalistic ‘Desh ke trucks’ focus, Tata Motors is consistently enhancing the overall value proposition of its offerings with improvements in existing technologies and by introducing future ready powertrains In addition to improving the efficiency, emission profile and contemporariness of internal combustion engines, it is developing technologies for use of alternative fuels such as ethanol, methanol, CNG, LNG, and hydrogen; and is also adapting advanced substrates for precious metal reduction in exhaust after-treatment systems to help enhance fuel efficiency and reduce its carbon footprint.
Tata Motors has been developing battery electric and hydrogen fuel cell technologies for application in – commercial vehicles, pioneering India's transition to an electric future. It offers the widest portfolio of CNG-powered trucks and buses, and has recently launched country’s first CNG medium and heavy truck. To make Indian roads safer, Tata Motors has introduced another first, a new age advanced driver assistance system (ADAS) in its flagship truck brand Prima.
“Our trucks connect India and power the engine of the nation’s economy. As the industry leader, we are creating new paradigms of functionality, productivity, connectivity, safety, and performance by continually introducing future-ready products, services, and solutions." - Girish Wagh
Says Girish Wagh, Executive Director, Tata Motors: “Our trucks connect India and power the engine of the nation’s economy. As the industry leader, we are creating new paradigms of functionality, productivity, connectivity, safety, and performance by continually introducing future-ready products, services, and solutions. They address the growing need for safer transportation and cleaner mobility solutions, while embracing alternative energy sources. Our smart trucks are designed to deliver best-in-class operating economics and superior comfort with enhanced connectivity. The engines of infrastructure development, consumer consumption and e-commerce powering the Indian economy require continued transportation support to run seamlessly, and we at Tata Motors will continue to deliver superior value proposition to customers by introducing smarter, future-ready products and services.”
Harnessing its fundamental strengths of engineering and innovation, Tata Motors has strived to elevate each of its products by keeping a close check on the pulse of Indian customers. With the recent drive towards digital connectivity, and sustainable and clean mobility solutions, each of its cars is engineered to lead the e-mobility trend.
From its humble beginnings, Tata Motors has scaled unimagined heights. Today, 10 million Tata branded vehicles ply on roads across 125+ countries. Its inspiring journey has had its fair share of ups and downs, has in many ways mirrored India’s own journey towards becoming more self-reliant. Ultimately, the company’s phenomenal success has been a result of its dedication towards fostering innovation within the country, driven by the vision of creating world-class products that are, at their core, ‘Made in India’.
- Sanghamitra Bhowmik