Tata Motors is looking to consolidate and reposition itself in the passenger vehicles business with the launch of its new hatchback Tiago. In an interview with FE’s Malyaban Ghosh,CEO and MD of Tata Motors Guenter Butschek, said the Tiago is going to be a game changing product for the company. Excerpts:
How important is Tiago for the revival of the passenger vehicle business of Tata Motors?
I think the journey visibly started from the Auto Expo Delhi, where we showcased the four new products. Besides the vehicles, we also had given an insight into how we would like to reposition Tata Motors passenger vehicles in the terms of quality as per the global quality standards. The new design ‘Impact’ —which was introduced today, where the Tiago is the first product of the sequence — is very exciting and expressive form of design. We have managed to make a strong statement on the design front, especially with the two new engines — petrol and diesel — and the officially certified fuel economy which is absolutely class leading. I think Tiago is very attractively package and given the features of the car when compared to the products in the superior segment, I must say that Tiago is a game changing product.
What major changes have taken place within the organisation with this new product?
Tiago is the new Tata Motors passenger vehicle ambassador and there are more to come in order to help Tata Motors in the transformation process, and therefore, the product is very unique. This product is supposed to help the transformation of Tata Motors in the market. We are the first one to follow all the new engineering and manufacturing processes, from value chain management to quality.
How do you plan to sell the car in the domestic market?
Along with the Tiago, we have launched a new sales and service experience and we plan to take both this aspects to a new level in this competitive market. There is no other brand in the market which can provide a pick-up service for women and senior citizens for a test drive. No other brand will provide a pick-up and drop service for customers if the car needs to go to the service station.