27 July, 2015, Autocar Professional
The Tata Ace, which created a new segment in Indian trucking, has turned 10.
This leading brand, by a wide margin, has sold over 1.5 million units (including export markets) for all its variants cumulatively.
Tata Motors launched the Ace in 2005. Since then the brand has been a strong choice for Indian entrepreneurs and small businesses, resulting in a market of 85 percent in its category. The company claims that today one in every five commercial vehicle sold in India, is from the Tata Ace Family.
R Ramakrishnan, senior vice-president, Commercial Vehicles Business Unit, Tata Motors, says: “The Tata Ace has been a revolutionary product and is a result of our deep understanding of the market and consumer. While we feel this is only the beginning of a long successful journey, we are proud that the Ace family has been the preferred choice for last-mile transportation. Making this journey special are over 1 million customers, who have trusted the brand and have grown in the businesses.”
Contributing to socio-economic growth
The Ace family has also been a strong contributor to the growth of many entrepreneurs and small scale businesses in India.
The Ace vehicle platform has thus far produced about 12 offerings based on engine type, engine power and body configurations. The Ace family today comprises the Ace HT, Ace EX, Ace CNG, Ace High deck, Ace Dicor NA, Ace Dicor turbo, Ace Zip and the latest addition in the form of the Super Ace Mint.
On the passenger transportation side, the Ace platform has developed the Magic HT, Magic CNG, Magic Iris and the Magic Iris CNG.
On the sales network front, Tata Motors has a total of 1,600 showrooms that sell the Ace family of small CVs. Production capacity too has grown commensurately. The Ace was launched in 2004-05 with a capacity of 30,000 units per year in Pune. The dedicated plant in Pantnagar (Uttarakhand) today has a capacity of 500,000 units per year. To meet growing demand, in 2012, Tata Motors began production of the Tata Ace Zip at the new plant in Dharwad.
Since its first export in 2006, the Tata Ace family has crossed the 100,000 sales mark with a footprint spanning 28 countries across South Asia, Africa and the ASEAN.