Commercial
November-December issue l 2021
Tata Motors: How India’s largest commercial vehicle maker is conquering Africa
T
ata Motors is India’s largest commercial vehicle manufacturer. Founded in 1945, the brand stepped foot in the commercial vehicle business in 1954 and has dominated the market since. However, the Indian automaker has also made its presence felt in international territories as well. One of the significant moves by Tata Motors was when it entered the African market. Since then, its presence in the continent has expanded exponentially.
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The Tata Motors journey in Africa started back in 1964, with exports to Sudan. In the following decade, the company set up its first operations in Zambia. Since then, it has sold over 1,50,000 vehicles across the continent, establishing a strong, farreaching network, with a direct presence in Kenya, Uganda, Tanzania and Malawi in East Africa; South Africa and Mozambique in Southern Africa; Nigeria, Ghana, Cote De I’voire and Senegal in West Africa; and Tunisia, Ethiopia, Sudan and Djibouti in North Africa. Tata Motors commercial vehicles (CV) are globally recognised for their reliability and
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Africa Automotive News l 2021
Tata Motors has been India’s largest commercial vehicle manufacturer since its inception. The Indian automaker also has a great presence internationally and has been on the path to conquering the African market since 1964.
The local tie-ups through distributors and dealers give the company, the ability to provide its customers with a superior overall localised service experience.
An Expansion Strategy tailored for the African Subcontinent Market expansion has consistently been one of the key pillars of strategy for the company within the continent. Its current network consists of a diverse range of setups, comprising 60 3S (sales, service and spare parts) setups, and 70+ 2S (service and spare parts) setups. Keeping in mind the limitations brought forth by the COVID-19 pandemic, the company has undertaken a cautious approach for calibrated expansion, keeping in mind the viability of the business and best customer experience.
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efficient performance. They bring to the market a winning combination of powerpacked performance and lower lifecycle cost of ownership. This is in addition to the reliability and ruggedness that are necessary for operating in local weather conditions and terrains. The wide range of offerings allows Tata Motors to provide its customers with the best-fit vehicle.
Tata Motors’ commercial vehicle business plan has remained cognizant of varied customer needs within Africa – it has focused more on the demand for trucks and buses within Sub-Saharan Africa, and SCVs and pick-up trucks in North Africa,
