• Select City

Tata Invests High on T1 Prima Truck Racing Championship to Promote Sales

Published On Mar 17, 2016By Prashant Talreja

Auto giant Tata Motors had launched its flagship model, Prima some four years ago. In the initial stage, the model had failed to lure large volumes of customers, facing stiff competition from several competing brands. In 2014, in a bid to popularize its flagship model, Tata Motors decided to launch an annual truck racing championship involving its Prima models.

“In 2009 we launched the Prima. The numbers were not significant but it did a few things. It created a brand for the first time, it gave a set of identity and values which suddenly made Tata and Prima look very different from the conventional image,” said Mr. R Ramakrishnan, Vice President, CV, Tata Motors.

And things worked out well for the firm as the T1 Prima Truck Racing Championship, now into its third year, is spreading the word about the model. Orders are being placed in high numbers for the machine not only in the domestic market but also internationally. In the April-February 2015-16 period, the M&HCV segment has had a growth of 32 percent with 2,27,224 unit sales. In the same period, Tata Motors, had a sales boom of 27 percent, having rolled out 1,25,586 models. Although Prima models constituted a small share in the sales, the management was delighted with the success.

“International distributors were invited for the race. They were impressed by what the Prima could do. They went back and placed orders and we are now getting repeat orders. Compared to any European competition the Prima is 15-20% cheaper. Our international business is hitting almost 500 a month and domestic business is also hitting 500 a month now,” added Mr Ramakrishnan.

To further expand its market hold, Tata Motors intends to take the truck championships to western countries where they are followed in mightier numbers. “We have two targets outside the country, one is to participate in a race and second is put an Indian racer in an international race. We are also exploring possibilities of having race for other products like Ultra or Ace in India in the future,” Mr Ramakrishnan concluded.

See Also:

To Restart Production, Tata Brings in Workers from Pune Plant to Sanand

Safety Measures at Buddh International Circuit

Latest Models

  • Trucks
  • Pickup Trucks
  • Mini Trucks
  • Tippers
  • Trailers
  • 3 Wheeler
  • Transit Mixer
  • Auto Rickshaw
*Ex-Showroom Price

Popular Models

  • Trucks
  • Pickup Trucks
  • Mini Trucks
  • Tippers
  • Trailers
  • 3 Wheeler
  • Transit Mixer
  • Auto Rickshaw
*Ex-Showroom Price
×
Which is your city ?