Tata Motors: Remaining Competitive in India

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Ammar Master

One of India’s major automakers, Tata Motors, is struggling in its home market as buyers are attracted to the competition’s products. Tata’s upgraded products lack excitement and the Nano’s current slump has brought up a question about the company’s ability to connect with young and aspiring consumers in India.

During the past few years, more competitors have been entering the critical sub‐compact car market, and Tata may have over-emphasized the importance of its Nano and the role of the model in the company’s portfolio.

Tata was riding high on expectations of a mass migration of India’s two‐wheeler buyers to the affordably priced Nano. When this did not happen, the Nano was in a position that failed to win buyers from stronger models such as the Maruti Suzuki Alto and Hyundai i10. Continue reading ›

How is Digitization Changing Marketing and Connecting in the Car?

Digitization is changing the way vehicles are driven, the way vehicles are marketed, and it is changing the very experience of life. During the recent J.D. Power and Associates 2011 Automotive Internet Roundtable in Las Vegas, NV, a panel of OEM, third-party website and digital technologies company experts discussed opportunities and challenges for the auto industry in taking advantage of these new and future digital technologies, including GPS predictive technologies, telematics, gesture recognition, and inter-communication of vehicles and signals.

Some of the key topics and trends from the panel discussion are summarized:

• The sky is the limit. Computing power is increasing and consumers are adopting technology much faster.

• Specifically, the technology for cars to drive themselves is already available. Re-engineering will be needed to make it affordable. The real issues are government- and society- related. Safety and liability issues need to be considered as well. Panelists estimated that self-driving cars may be available in 5+ years. Continue reading ›