Almost two years ago TATA, through its distributor Accordian Investments (Pty) Ltd, introduced a strategy to supply the South African market with the most affordable ownership of a new motor vehicle. An exciting alternative to the light commercial and passenger vehicle market was introduced that covered all aspects from the purchase to the running, maintenance and insurance costs.
This strategy has proven to be a winning formula with over 25 000 passenger and light commercial vehicles sold to date.
First introduced was an affordable, true to the word, light commercial workhorse – the Telcoline range of 4×2 and 4×4 bakkies. A few months later the passenger car division was born out of a vision to offer the customer all the comforts and safety features of a luxury car at the price of a small car. Refreshingly different with a sporty look and stylish interior, the popular hatch-back Indica and luxury Indigo sedan and station wagon have re-written the rules of the passenger car industry.
Despite the fierce competition and growing selection of the vehicle market, TATA has continued to grow from strength to strength and now proudly claims 2.2% of the motoring market share.
TATA believes it can attribute its success to the fact that the public has been offered an affordable unrivaled value for money package. Other contributing factors is the rapid growth of its dealer network, the establishment of TATA Finance giving the consumer the availability of choice in terms of full maintenance leasing or straight lease, the establishment of TATA’s new Parts Distribution Centre to ensure improved parts supply and distribution to the dealer network, its investigation into local procurement of parts in an effort to support local business and the considerable efforts made over the past year to improve customer satisfaction in both sales and after-sales service.
The models introduced in 2004 were the Indica 1.4 (Lei, Lsi, Lx and Lxi models), the Indigo 1.4 (GLs and GLx sedan) and the Telcoline bakkie range (4×2 single and double cab and 4×4 single and double-cab). The Indigo station wagon GLS and GLX were added to the range shortly afterwards in 2005.
March 2006 saw the arrival of the economical and competitively priced diesel option in either the hatchback Indica (DLS and DLX) and Indigo DLX SW.
Most recently launched is the facelift Indigo sedan GLS, the luxury model Indigo GSX which features a DVD system and full leather interior. Also recently launched is the B-LINE LE, South Africa’s most affordable family sized 1.4 hatch at a mere R65 995!
To ensure ongoing peace-of-mind motoring and availability of these new and exciting models, the dealer network continues to expand from 43 last year to an anticipated 70 dealerships countrywide before the end of 2006.
In terms of BEE specifications, TATA exceeds all the requirements with over 70% of our dealerships exceeding all requirements plus an additional 11% of our network with one completely BEE owned and run. Furthermore Accordian Investments is over 60% owned by BEE shareholders. The BEE intervention
has filtered through to Accordian’s structure with its management and structure paying preference to possible BEE suppliers.
Comments Michael Camacho, Sales & Marketing Manager, “Vehicle manufacturers worldwide are being forced to meet certain international safety requirements and specifications and to date TATA is on par with South Africa’s 2008 standards and requirements, meaning we have room to move and be creative without having to compromise on the safety, style and economy of our vehicles”.
The demand for more affordable vehicles in South Africa will continue and TATA is well-positioned to not only meet this demand, but exceed it too!
REAL CARS FOR REAL PEOPLE!