Coming from the House of 'Tata', with a solid foundational 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 of a common brand promise. The need for developing a strong campaign which lays down the principles of communicating with internal as well as external stakeholders and is relevant across all business units led to the inception of – Connecting Aspirations
Connecting Aspirations represents the personality of the brand as an interconnected system of mobility solutions that are intelligent, perceptive, warm and expressive. It's a symbolic tagline that is the past, and future, it's humble and bold, its statement and challenge. Easy to communicate and creating a strong resonance with every stakeholder, it is an apt expression to Tata Motors.
Articulated as a design principle, it is in sync with the company's brand proposition of designing intelligent mobility experiences that enable exciting and unique forms of self-expression. The crux of the idea is represented in the fact that Tata Motors develops its solutions in a way that make vehicles a site of self-expression, where every element of the vehicle represents a unique aspect of the consumer's individuality and aspirations.
Today's modern age consumers seek specific forms of self-expression through technology, experiences and the ecosystems they inhabit. It is our endeavor now 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 customer aspirations and continues to stand strong as a symbol of innovation and disruption for its customers. The acquisition of every Tata Motors vehicle, regardless of the segment, marks an important milestone in the realization of a bigger, much-coveted aspiration or dream.
From manufacturing products to presenting experiences and solutions, Tata Motors has always been an enabling force in the Indian automotive industry. Representing the company's 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 strengthening and deepening the vehicle-owner relationship.
As we celebrate the first successful year of our brand identity, we reflect on our long standing legacy of pioneering technologies and providing products and services to offer a differentiated experience to our discerning customers.
Decoding Connecting Aspirations
"Launched on 21st August, 2017, ‘Connecting Aspirations’ has been chosen to define Tata Motors' promise as a brand. The expression captures the personality of Tata Motors as an intelligent, perceptive and innovative brand, delivering mobility solutions that are designed to meet the aspirations of our customers. Over the last year we have built on our 70 year legacy and have kept pace with the ever-changing and disruptive environment, enabling us to keep up with future trends. As we celebrate the first successful year of our brand identity, we reflect on our long standing legacy of pioneering technologies and providing products and services to offer a differentiated experience to our discerning customers. Today we have become the partner of choice for most consumers and suppliers and are gaining steady market share each month."
- Guenter Butschek
CEO and MD, Tata Motors
"'Connecting Aspirations' reminds us that while our business units function
independently, they have always been bound by the same brand promise. We will continue to ensure superior quality of products, seamless operations, and adherence to product timelines - all powered by a strong, motivated and engaged workforce."
- Satish Borwankar
Executive Director and Chief Operating Officer
"Tata Motors has always valued its stakeholders whether shareholders, investors, customers or our supplier partners and their interests without compromising on ethics and values. We take pride in our rich legacy and work tirelessly towards building shareholder value, and helping the company flourish. The philosophy of 'Connecting Aspirations' has been at the heart of our operations right from the beginning, and we have a strong team who is capable of fulfilling our brand promises."
- P. B. Balaji,
Group Chief Financial Officer
"Drivers, especially of commercial vehicles, drive our nation. They spend most of their time away from their families and in our vehicles. As the leader in commercial vehicles, we at Tata Motors owe it to these unsung heroes to help improve the quality of their lives and enable them to meet their aspirations. Whether it is by providing them with a comfortable environment within the cabin, updating their skills through various training programs, creating awareness about health concerns or in assisting them with avenues for career advancement, as well as recognizing them for their contributions to this great nation. This is how we can translate our brand promise of 'Connecting Aspirations' to elevate the trucking profession and directly benefit this key stakeholder community."
- Girish Wagh, President, CVBU
"Customer delight has become extremely crucial for our business as every feature of the vehicles we produce or service we provide are being consumed basis our customer's aspiration. We aim to delight our customers by providing them a complete package with best in style, unique features and service value. Our primary motive is to keep in mind customer aspirations and deliver best vehicle experiences by outperforming industry day after day."
- Mayank Pareek,
"I believe that our brand promise, "Connecting Aspirations", aptly connects the future of the auto industry and nation's aspiration to drive sustainable zero-emission technologies. Tata Motors aspires to take a lead in this nation-building initiative by connecting with other Tata companies and coordinate full ecosystem development."
- Shailesh Chandra,
President - Electric Mobility Business & Corporate Strategy
"At Tata Motors our greatest asset is our people, including those in our extended family of dealers and suppliers. One of the most compelling benefits of 'Connecting Aspirations' is bringing our extended family closer. To this end, all of the operational improvements underway within TML are designed to better serve our dealers and suppliers. While we already see the positive impact on our results, we are also improving the relationships which will be the bedrock of our future."
- Thomas Flack,
Chief Purchasing Officer
"The automotive industry is going through several changes which requires the R&D team to further think and arrive at their technology roadmap, keeping growing aspirations in mind. We need to constantly keep ourselves updated with emerging trends. At Tata Motors, we have always been futuristic in our thinking and are pioneers in bringing first-in-segment technologies. As a company focused on customer needs, our new brand identity is very apt and delivers on the brand promise, which is to create innovative mobility solutions for tomorrow, today."
- Rajendra Petkar,
Chief Technology Officer
"Our people are our greatest asset. 'Connecting Aspirations' will help us internally connect, collaborate and collectively be responsible to achieve larger goals that we have set for our brand. It will mobilize and energize our entire workforce and help internalize that we are one company and not different businesses, units or functions."