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Tata Motors launches PRIMA – The ‘World-Smart’ Truck in Bangladesh Press kit

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22 May, 2015

Brings next-gen trucking to Bangladesh

Tata Motors, India’s largest automobile manufacturer has launched four new next-generation PRIMA heavy commercial vehicles for the very first time in Bangladesh, with partner Nitol Motors Limited.

Setting new benchmarks in styling and features, the next-generation Tata PRIMA is a combination of power, world-class performance, fuel efficiency, superior technology and safety. The Tata PRIMA has been built with technical inputs from across the world – an Italian cab design, engine technology from the USA and Europe, gearbox expertise from US and India, chassis frame know-how from Mexico, sheet metal dies from Japan and Korea, combined with Swedish precision on a robotic weld line, hence is also referred to as the ‘World-Smart Truck’ by Tata Motors.

The launch of these new next-generation commercial vehicles marks Tata Motors continued efforts towards changing the trucking landscape in Bangladesh’ and consisting of a series of configurations on the PRIMA platform. In the Tipper segment, Tata Motors introduced the PRIMA LX 2523.K, whereasin the Cargo segment, Tata Motors introduced the PRIMA LX 2523.T, PRIMA LX 4023.S and PRIMA LX 4923, all of which have different combinations of drivelines, meeting end-user requirements for varied applications.

Commenting on the launch, Mr. Ravi Pisharody, Executive Director, Commercial Vehicles Business Unit, Tata Motors said “The launch of the PRIMA range in Bangladesh, is an important milestone in Tata Motors’ continued expansion in the Bangladesh market and the SAARC region. As market leaders in Bangladesh, we are committed to shaping the commercial vehicle industry here with the latest global technologies giving Bangladeshi customers competitive business advantages, with the trusted credentials of the Tata Motors brand. The Tata PRIMA shaped by technology, know-how and expertise with global standards of power, durability, payload, emissions and safety will enable customers upgrade to a new-age truck, with new-age global specifications and systems, a result of customer feedback combined with years of experience in the trucking business. The range being launched today is world-class in every sense,”

Speaking at the launch, Mr. R T Wasan, Head International Business, Commercial Vehicles Business Unit, Tata Motors said “We are proud to be associated with Nitol Motors, our channel partner in Bangladesh of over two decades. Nitol Motors is the leading player in the automotive industry in Bangladesh with whom we have set up a JV company NITA at Jessore for the assembly of our vehicles and also a Driver and Mechanics Training School at Kishoreganj. Over the years, our partnership has grown to make the Tata Motors brand the largest CV brand offering the widest range of products and after sales support ensuring a high quality experience and unique value proposition to our customers. The launch of the new generation range of Tata Prima trucks will be another step to enhance the range of product offerings and further strengthen the Tata Motors brand position in Bangladesh”

Equipped with strong aggregates and a robust chassis frame and suspension, the Tata PRIMA range meets the highest operating standards under extreme conditions. Having been extensively tested to confirm with global standards, the next-generation range of Tata PRIMA commercial vehicles boasts outstanding material and build quality, comfort, driving dynamics and economy, and continues to offer advantages of a Tata Motors commercial vehicle of lowest total cost of ownership.

The driveline of all 4 vehicles comprises of the latest engine technology from Cummins Inc. with an output of 230HP, with transmission and axle technology from leading aggregate manufacturers across the world. The new-age range from Tata Motors, offers faster turnaround time and enhanced profitability for business, making it an ideal work horse for movement of goods and materials across distances or even doing the harshest duty at construction sites.

The new generation cabins of the Tata PRIMA, also offers completely new stylized interiors, with a focus on driver comfort. Besides the mechanics of the vehicle, the uniqueness of the Tata Prima is that its cockpit is both functional and attractive, with a separation in terms of the drivers working and living area. The smartly designed dashboard is attractive and can be comfortably accessed by the driver. The cabin is air-conditioned with ample amount of space for the occupant, including reclining seats with arm rests for added comfort, an adjustable steering system, for best possible control in all conditions and a music system, with Global Positioning System (GPS) as a standard feature.

The Prima LX 2523.T and Prima LX 3123.T are the first products to extend the Prima DNA into the multi-axle trucks category with a GVW of 25 tonnes and 31 tonnes, come with a high performance Cummins ISBe 5.9 common rail engine generating 230 hp. This engine is derived from India’s most popular CV engine, the Cummins 6BT, along with Eaton’s ES-9106A DD gearboxes providing familiarity and reliability to the customers. The driveline upgrade also includes the heavy-duty Tata RA 110 rear axle for high performance and reliability. These vehicles are the first multi-axle trucks in India & now Bangladesh to get the world class Prima cabin and all its features including the 4-point suspension, mechanically suspended seats, optional AC and wide bunks. The Prima cabin being the widest cabin available on multi-axle trucks in India & Bangladesh, will give the driver benchmark levels of visibility, safety and driving comfort.

The PRIMA LX 4023.S & PRIMA LX 4923.S are single axle and twin-axle tractor heads with proven Cummins ISBe engine that delivers plenty of power along with greater efficiency – the perfect combination to increase your returns.  Larger clutch in line with a heavier driveline, for increased clutch life & better performance coupled with Tata G1150 OD gearbox with 9-speed ranges and overdrive, helps the engine stay within the optimal rpm range, reducing fuel expenses.

Tipper Construck Prima 2523.K LX is specially designed with world-class features that ensure maximum power and productivity. Matching global standards of excellence, the vehicle is backed by a high-performance CRDi Engine by Cummins coupled with proven Tata G1150 9-speed Gearbox that is perfectly suited for all heavy-duty applications, regardless of the terrain. Heavy Duty 37T Bogie Suspension for the comfortable ride, lightweight load body with optimum deck length meets all loading and unloading requirements and allows faster trips, thereby permitting higher profitability. Good quality, reliable aggregates guarantees low maintenance cost and longer service intervals. The vehicle scores high on cabin comfort (AC optional) and Tata Motors’ trusted service network offers complete peace of mind.

A multiple award-winning range of trucks from Tata Motors, the Tata Prima is today available in different trims, including multi-axle trucks, tractor-trailers and tippers, apt for several applications, thus meeting varied end-user requirements. A combination of increased productivity and longer life makes the Prima range an indispensable asset – be it to large captive users, miners, transporters or owner-drivers who operate small fleets. With the range extending upto 49 tonnes and engine options upto 380 bhp, the Tata Prima is an ideal work horse for movement of goods and material across distances and terrains.

Tata Motors recently also launched another initiative for its commercial vehicle business called TATA GENUINE PARTS (TGP) selling genuine spares in Pilfer proof packaging. TGP offers long life and reliable performance to owners of single trucks and fleets as its parts are made of superior quality material and conform to OE (Original Equipment) specifications. Not only is every part designed as per exact vehicle specifications, but has to pass multiple quality control checks. Every Tata Genuine Part is packaged and branded to ensure customers get the right quality part, also enabling them to identity with the package.

About Tata Motors

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2,32,834 crores (USD 38.9 billion) in 2013-14. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India.  With over 8 million Tata vehicles plying in India, Tata Motors is the country’s market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, CIS and Russia.

About Nitol Motors Pvt. Ltd.

Nitol Motors Ltd. is the flagship company of Nitol-Niloy Group. Nitol Motors Ltd. is the largest automobile distributor of TATA Motors in Bangladesh. Nitol Motors Ltd (NML) has been the exclusive distributor of Tata Motors Ltd in Bangladesh since 1988. NML is also partner to a Joint Venture with Tata Motors, NITA – a CKD assembly plant assembly Tata commercial vehicles in Jessore. NML also has the largest sales, service and spare parts network throughout the country. NML has become the most dominant player in the commercial vehicle segment commanding over 70% Market share. NML has over 2000 employees working to a common goal – to deliver quality products and services while adding synergy to the growth of overall brand value.

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