India’s Tata Motors ties up with Pilipinas Taj

MANILA, Philippines - India’s largest automobile company Tata Motors Ltd. is looking to reignite sales growth with its foray into the burgeoning Philippine automotive market as part of its ongoing Asean expansion.

Tata, maker of what is billed as the world’s cheapest car, has partnered with Pilipinas Taj Autogroup to further expand its footprint in Southeast Asia, which already included Thailand, Indonesia, Malaysia and Myanmar.

As the exclusive distributor of Tata vehicles, Pilipinas Taj will bring to Philippine shores a total 10 models this year including the Manza, Vista, Indigo and Indica brands from its passenger vehicles portfolio and the Xenon, Ace and Super Ace from its commercial vehicles range.

In an interview, Pilipinas Taj general manager Nicky Mariano said the group is investing up to P200 million to jumpstart the business.

Mariano said Pilipinas Taj is hoping to sell more than a thousand units in its first year of operations given robust auto sales in the country.

Last week, Pilipinas Taj introduced to the market four models - Mazda sedan 1.4 L MTwhich sells for P600,000, Vista Hatchback 1.4L (P565,000), Xenon 2.2L diesel 4x2 MT at (P805,000), and Xenon 2.2L diesel 4x4 MT (P1.125 million).

These vehicles, imported from India as completely built units, are now available for viewing at the company’s newly-opened showrooms in Marcos Highway and in Davao.

Mariano said the group is set to launch its diesel- powered cars in the third quarter as part of its strategy to offer cheaper, fuel-efficient models amid rising global crude oil prices.

“We are targeting the market that is looking for a dependable workhorse vehicle both for personal and business use. Our strategy to the market is to show that the world trusts Tata. We want them to see the reliability and dependability of our workhorse vehicle,” Mariano said.