The Market Monitor Minding the Nation's Business
By Riza Lozada
Tata Motors Philippines is revving up its bid to become a leading passenger vehicle brand in the country with its Indian bestseller Indigo, which the carmaker claims to be among the most cost- and fuel-efficient cars in the market.
During the 11th Manila International Auto Show held at the World Trade Center in Pasay City, India’s largest automobile company showcased its full line-up of commercial and passenger vehicles “with their innovative applications for the Filipino entrepreneur.”
In an interview with The Market Monitor, local distributor Pilipinas Taj Autogroup Inc. marketing supervisor Franz Kevin C. Buenaseda said the improving economy led the company to engage into “full-thrust branding” of Tata.
The Tata Indigo diesel sedan is expected to achieve brisk sales due to the market demand for efficient but low-priced cars, he said.
Buenaseda related a success story of its distributorship when its Tata Ace units were delivered to the government of Davao.
He said Tata Ace units are in demand among small-scale entrepreneurs, and also with the passenger, business, personal, government and municipal markets.
The Ace has a payload of 800 kilograms in a cab-chassis configuration, is highly fuel-efficient and can easily negotiate narrow streets.
Also at the Tata Motors booth are two eco-diesel powered passenger cars, the Tata Manza and the Tata Vista Ignis, which are both powered by Tata’s acclaimed Quadrajet Common Rail Direct Injection Turbocharged and Intercooled Diesel engine, which are fuel efficient.
Pilipinas Taj featured the Tata Indigo diesel sedan in the taxi livery showing the high possibility of demand from taxi operators due to its turbo-charged diesel engine.
Beunaseda said Tata Motors’ full thrust on branding capitalizes on their strong and world-tested line-up of heavy-duty commercial vehicles, as well as their light commercial vehicles with various possible business applications to further inspire the entrepreneurial Filipino.
Showcased at the auto show were the different body configurations of the Tata Ace and Tata Super Ace light commercial vehicles already available in the market. The 702cc diesel engine Tata Ace has been a successful product for Tata Motors with over 1 million vehicles sold globally.
Buenaseda said distribution areas are being expanded with Pilipinas Taj opening in Tacloban City and with existing outlets in the National Capital Region, including in Marcos Highway and Quezon Avenue. It has outlets also in the cities of Davao, Tarlac and Cebu.