Tata set to launch two new vehicles

Tata Motors Thailand CEO Sanjay Mishra said that given the importance of the Thai automobile market, Tata is making improvements in all areas that would lead to its long-term growth in the country. He was speaking during the company’s annual dealer conference recently. 

“In the past 70 years, Tata Motors has faced numerous challenges. However, we were able to overcome those challenges with great success. I am, therefore, confident that we can do the same in Thailand,” he said. At the beginning of this year, Tata Motors Thailand made an investment of Bt500 million to improve its vehicles, manufacturing process, spare parts supply, network expansion and after-sales service. The automaker has to date invested a total of Bt3 billion in the kingdom.“We will definitely introduce new vehicles in the third quarter of this fiscal year. We have made continuous development in our products to make them look more stylish to suit Thai customers’ needs,” Mishra revealed.He was referring to the new pickup model that will be launched at the end of this year – the Xenon Refresh. The Xenon Refresh is equipped with a new diesel engine, new gear system and higher equipment level than present commercial-oriented models.“People tend to think that those who drive Tata pickups are drivers, not the owners themselves. This is because most Tata pickups are commercial vehicles that customers purchase for the purpose of delivering goods. We are, therefore, expanding our market and launching the Tata Xenon Refresh which owners themselves can drive around in. We are confident our new pickup will gain acceptance in the market because of our reputation of being simple and economical,” Mishra explained.Tata is also planning to introduce a new tractor head called the Prima, which will be displayed at the Bus and Truck show in November. The Prima is manufactured at Tata’s factory in India.Mishra said the company plans to expand its dealerships in Thailand and place emphasis on developing its after-sales network. 

“Aside from expanding areas in providing service to our customers, we are also improving our after-sales service system for faster service. This includes stocking more spare parts and having a faster procurement system. In this way, customers can bring their vehicles in and drive them back in a shorter period of time,” he said.“We are also currently developing the image of our vehicles and company to make them more internationally appreciated. These include having more standardised showrooms and higher standards of products with more features. These two changes are important starting points that would strengthen Tata Motors’ image. As a result, the company will be able to compete with other players. 

“Once we start producing more vehicles in a new segment, we will then have a new customer base. Although we aim to attract more customers with our new vehicles, we would like to assure our current customers that we will not turn our backs on them. We will do our best to satisfy our current group of customers so that we can retain them. Once our customers are satisfied and confident in our vehicles, both current and new customers will become our long-term customers,” he said.