Tata Ace
Encyclopedia
The Tata Ace is a mini-truck (similar to Japan
ese Kei truck) launched in May 2005 by Tata Motors
in India. It is in competition with the prevalent three-wheeled goods carriers from Bajaj Auto
, Piaggio
, Mahindra
and Force Motors.
was given a brief by Ravi Kant
to create a new very light truck line that would add to Tata's current truck range. It was to be economical and to take on the three wheeled cargo auto rickshaw
s in the Indian market. Based on this brief Wagh approached users of three wheel cargo rickshaws and got their feed back on Tata's future four wheel cargo vehicle. The feedback indicated the need for a economical vehicle that could take light loads over short distances. Additionally the feedback also revealed that future owners would prefer owning a four wheeler cargo vehicle for the perceived prestige it would offer over a three wheeled vehicle.
by PONRAJ
. Priced between 2.25 to 3.35 lakhs INR
, the company aims to convert three wheeler users to 4 wheelers. One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tonnes) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released Ace. The 700 cc engine delivers a power of 16 hp (12 kW) at 3200 rpm and a torque of 3.8 m·kgf
(37 N·m
) at 2000 rpm gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler rivals. It is best suited for use by villagers in carrying goods over short distances. The project was headed and executed by Girish Wagh.
, Uttarkhand although it was initially manufactured at Pune
. The Tata Ace succeeded in creating an entirely new segment that competitors are known to be working on different models to compete against the Tata Ace.
A new higher variant Ace II has also hit the roads.
The Magic meets BS-III emission norms and has been developed for use in any market — be it urban, semi-urban or rural. It is backed by a 36,000 km/12-month warranty. The Magic range starts at Rs 2.60 lakh (ex-showroom, Pune). Tata Motors' two new vehicles, Magic and Winger, are expected to cater to the two ends of the taxi segment. The Winger
, which is a sturdier and more refined product, will attempt to wrestle market share in the staff (ITES/ BPO employees) transportation segments, Hotel & Inter-urban Tourist segments, airport drop and pickup.
Both the Magic and the Winger are being launched nation-wide, starting with Maharashtra and Gujarat, after which availability will be extended to other parts of the country in a phased manner.
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
ese Kei truck) launched in May 2005 by Tata Motors
Tata Motors
Tata Motors Limited is an Indian multinational automotive corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as TELCO...
in India. It is in competition with the prevalent three-wheeled goods carriers from Bajaj Auto
Bajaj Auto
Bajaj Auto is a major Indian vehicle manufacturer started by Jamnalal Bajaj from Rajasthan in the 1930s. It is based in Pune, Maharashtra, with plants in Chakan , Waluj and Pantnagar in Uttaranchal. The oldest plant at Akurdi now houses the R&D centre Ahead...
, Piaggio
Piaggio
Piaggio based in Pontedera, Italy encompasses seven brands of scooters, motorcycles and compact commercial vehicles. As the fourth largest producer of scooters and motorcycles in the world, Piaggio produces more than 600,000 vehicles annually, with five research and development centers, more than...
, Mahindra
Mahindra & Mahindra Limited
Mahindra & Mahindra Limited is the flagship company of the Mahindra Group, a multinational conglomerate based in Mumbai, India. The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed...
and Force Motors.
History
In December 2000 Girish WaghGirish Wagh
Girish Wagh is Vice President & Head Small Car Project of Tata Motors. He is a key figure in the Tata Nano's project.A mechanical engineer from the Maharashtra Institute of Technology, Wagh did a post-graduate programme in manufacturing from Mumbai B-school SP Jain Institute of Management and...
was given a brief by Ravi Kant
Ravi Kant
Ravi Kant is the Vice Chairman and a former managing director of TATA Motors, India's largest automobile manufacturing company. He is also the chairman of Tata Daewoo Commercial Vehicle Company, Hispano Carrocera and Tata Cummins...
to create a new very light truck line that would add to Tata's current truck range. It was to be economical and to take on the three wheeled cargo auto rickshaw
Auto rickshaw
An auto rickshaw or three-wheeler is a usually three-wheeled cabin cycle for private use and as a vehicle for hire. It is a motorized version of the traditional pulled rickshaw or cycle rickshaw...
s in the Indian market. Based on this brief Wagh approached users of three wheel cargo rickshaws and got their feed back on Tata's future four wheel cargo vehicle. The feedback indicated the need for a economical vehicle that could take light loads over short distances. Additionally the feedback also revealed that future owners would prefer owning a four wheeler cargo vehicle for the perceived prestige it would offer over a three wheeled vehicle.
Launch and Reaction
Tata Motors launched the Ace truck in May 2005 for just above Rs 2 lakhs, Rs 200,000 . The new vehicle was a big hit, selling 100,000 in just 20 months. As of May 2010 Tata Motors has sold over 500,000 Aces in just 5 Years. The Ace has created another historical event in the commercial vehicle industry. Currently this truck is only offered in a single colour, (Irish cream), to save time in the paint shop. Tata is building a new factory that will be able to turn out 250,000 a year.TATA OK
Tata OK is the certified pre-owned commercial vehicles program of Tata Motors Limited and provides ultimate convenience to customers trying to buy a pre-owned commercial vehicle or sell their existing truck. Tata OK started the project in south India with 4 key dealers and it has now been rolled out across the 4 southern states and Maharashtra. At present Tata OK covers only Tata Ace.by PONRAJ
New segment
Tata Ace has created a new mini segment in IndiaIndia
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
. Priced between 2.25 to 3.35 lakhs INR
Indian rupee
The Indian rupee is the official currency of the Republic of India. The issuance of the currency is controlled by the Reserve Bank of India....
, the company aims to convert three wheeler users to 4 wheelers. One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tonnes) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released Ace. The 700 cc engine delivers a power of 16 hp (12 kW) at 3200 rpm and a torque of 3.8 m·kgf
KGF
KGF may refer to:*Keratinocyte Growth Factor*King George's Fields A UK set of 471 memorial playing fields and recreation grounds*Kolar Gold Fields*The IATA code for Sary-Arka Airport, Karaganda, Kazakhstan...
(37 N·m
Newton metre
A newton metre is a unit of torque in the SI system. The symbolic form is N m or N·m, and sometimes hyphenated newton-metre...
) at 2000 rpm gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler rivals. It is best suited for use by villagers in carrying goods over short distances. The project was headed and executed by Girish Wagh.
Manufacturing locations
The mini truck is now produced at the facility in PantnagarPantnagar
Pantnagar is a town and a University campus in Udham Singh Nagar district, Uttarakhand. Nainital, Rudrapur and Kiccha, Haldwani are the major cities surrounding Pantnagar....
, Uttarkhand although it was initially manufactured at Pune
Pune
Pune , is the eighth largest metropolis in India, the second largest in the state of Maharashtra after Mumbai, and the largest city in the Western Ghats. Once the centre of power of the Maratha Empire, it is situated 560 metres above sea level on the Deccan plateau at the confluence of the Mula ...
. The Tata Ace succeeded in creating an entirely new segment that competitors are known to be working on different models to compete against the Tata Ace.
A new higher variant Ace II has also hit the roads.
Tata Magic
In June 2007 Tata Motors launched the passenger variant of the Ace, named Magic. The Magic is the passenger version of the Ace mini-truck, the new Magic features an all-steel cabin. It offers a flexible seating capacity of 4-7 passengers with adequate legroom. Powered by a 16 bhp, 700 cc water-cooled diesel engine, the Magic offers high fuel efficiency and very low maintenance. The 12-inch tyres provide higher ground clearance, and the rigid front axle is designed to handle tough roads. The Magic's turning radius of 4.3 metres (14.1 ft) is nimble enough to navigate the bylanes and traffic of India's crowded cities. The Magic has a clearly visible instrument cluster, utility tray and a digital clock in the dashboard and also a provision for fitting a radio.The Magic meets BS-III emission norms and has been developed for use in any market — be it urban, semi-urban or rural. It is backed by a 36,000 km/12-month warranty. The Magic range starts at Rs 2.60 lakh (ex-showroom, Pune). Tata Motors' two new vehicles, Magic and Winger, are expected to cater to the two ends of the taxi segment. The Winger
Tata Winger
The Tata Winger is a van launched by Tata Motors in 2007. It based on the Phase 3 Renault Trafic Mk1 van.-Launch:In June 2007 Tata Motors launched the Tata Winger, on a new platform along with the passenger variant of the Ace, named Magic...
, which is a sturdier and more refined product, will attempt to wrestle market share in the staff (ITES/ BPO employees) transportation segments, Hotel & Inter-urban Tourist segments, airport drop and pickup.
Both the Magic and the Winger are being launched nation-wide, starting with Maharashtra and Gujarat, after which availability will be extended to other parts of the country in a phased manner.