Tata Motors Unveils 'TAMO' Sub-Brand — Teases New Vehicle

The TAMO brand will be an agile, ring-fenced vertical operating in an incubating environment towards new technologies, business models and partnerships.

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Tata Motors today presented its new Passenger Vehicle (PV) strategy and unveiled its new sub-brand -- TAMO. The sub-brand will act as an incubating centre of innovation towards new technologies, business models and partnerships in order to define future mobility solutions.

TAMO is a new and separate vertical and will operate in the first step on a low volume, low investment model to provide fast-tracked proves of technologies and concepts. The new sub-brand will act as an open platform to network with global startups and leading tech companies, to get access to trends, innovations and solutions, for the design of exciting future products and services.

TAMO will also transform the experience of interfacing and interacting with customers and the wider community and will provide a digital eco-system, which Tata Motors will utilise for mainstream business in the future.

The first product developed by ‘TAMO' sub-brand will premiere at the upcoming 87th Geneva International Motor Show on March 7, 2017.

Speaking on the announcement, Guenter Butschek, MD & CEO, Tata Motors, said, "The success of our transformation journey ‘FutuReady' is measured by our vision and depends on our ability to deliver on our comprehensive strategies for our business units. Our game plan addresses six themes - top line improvement, cost management, structural improvements, customer centricity, new mobility solutions and organisational effectiveness."

He further added, "To secure our future in a rapidly changing environment, the advanced mobility solutions space is of utmost importance. The introduction of TAMO will help us to co-design India's automotive footprint by taking new technologies and mobility concepts as a new ecosystem to market."

As for the strategy, the company will look to sustain financial performance, while delivering exciting innovations, Tata Motors is aiming to be amongst the top 3 passenger vehicles by 2019, in India.

Speaking on its well-defined PV Strategy, Mayank Pareek, President, PV Business, Tata Motors, said, "In line with our new PV strategy, our portfolio will include a mix of brand-enhancing products and ones that are well aligned to the rising aspirations of the different target customer segments. Our strategy is to deliver 7-8 product variants from two platforms, for greater coverage and sizable economies of scale."

He added, "Our new architectural approach supports our effort to reduce complexity, enables future technologies and ensures global relevance. We have mapped technology solutions in key areas such as powertrain systems, ADAS and enhanced connectivity to our future product portfolio and have defined the application framework. Our goal is not to just comply with the emerging regulations but be ahead of the requirement."

The company feels the automotive industry is facing a discontinuity in the nature of mobility, and the products & services needed to satisfy the emerging customer preferences. With these emerging trends in the automobile industry will lead to new competitors and probably causing disruption in the traditional operating models.

Tata Motors was to secure a future position in a rapidly changing environment, the company is actively exploring opportunities to offer products and solutions catering to the discerning needs of their customers, new approaches, technologies, business models and partnerships.

Speaking on tapping innovative mindset globally, Dr. Tim Leverton, President and Head Advanced and Product Engineering, Tata Motors, said, "With TAMO, we are starting a new era. The idea is to find new and agile ways of innovating and experimenting. Our success in this new mobility world will be contingent to our ability to network globally and to partner with new thought leaders. Our focus will be to scout for new technologies and to explore opportunities at the innovation hubs across the globe and to work with start-ups in the new spaces. Since this requires a different way of thinking, we will apply within TAMO also, new ways of working because leadership is all about time to market."

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