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Tata Motors’ Corporate Branding Initiative

21 August, 2017

At Tata Motors, we create innovative mobility solutions across Passenger, Commercial and Defence vehicles. We have an overarching presence in the automotive world, what with a powerhouse of strong talent, R&D centres across the globe, and six principal auto-manufacturing facilities in India. Catering to our customers' aspirations has always been at the forefront of what we do.

Armed with a solid foundation coming from the House of Tata, protected by our own framework of core values and philosophy, Tata Motors has an instinctive and unique trait of understanding the needs and aspirations of everyone associated with the brand.

Being spread across multiple vehicle lines and geographies, the company, over the years, has felt the need to have a common brand promise. A need to dictate the way the Tata Motors Brand should communicate with internal as well as external stakeholders. This insight into the character of the brand has led to the creation of a unifying idea for Tata Motors that works as an all-encompassing guiding principle.

A thorough analysis was conducted on the existing and the desired future state of the company, a lot of market intelligence was gathered, and the organizational voice was captured. Until a common theme was established.

Connecting Aspirations.

'Connecting Aspirations' represents the personality of Tata Motors as an interconnected system of mobility solutions that are intelligent, perceptive, warm and expressive.

It is a symbolic tagline that is representative of the past, present and future.

It is humble and bold.

It is a statement, as well as a challenge.

Easy to communicate and creating a strong resonance with every stakeholder, 'Connecting Aspirations' is an apt expression to the Tata Motors Brand.

It is much larger and wider in terms of intent and interpretation - directed towards building the nation, developing smart cities, supporting and implementing government initiatives and delivering new technologies.

With passion and expressive intelligence as a design principle, it is in sync with the company's brand proposition of providing exciting and unique forms of self-expression, where every element of the vehicle represents a unique aspect of each of our consumer's individuality.

The modern age consumers of today seek specific forms of self-expression through technology, experiences and the ecosystems they inhabit. It is our endeavour to translate the form and intent of the new Brand promise into implementation – visible and emotional.

Driven by passion and imagination, Tata Motors has introduced enriching offerings in line with customers' aspirations and continues to stand strong as a symbol of innovation and of disruption.

The acquisition of every Tata Motors vehicle, regardless of segment, marks an important milestone in the realization of a bigger, much-coveted aspiration or dream.

Representative of our commitment to take personalization to the next level, 'Connecting Aspirations' defines Tata Motors as a brand that intuitively understands people and imagines mobility in all its richness, while working towards enriching and deepening the relationship between a vehicle and the owner.

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