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Tata Motors celebrates the 16th anniversary of the iconic Ace mini-truck

Modified On Jul 15, 2021 02:01 PMBy Trucksdekho Editorial Team

India’s most popular and loved mini-truck, also known as Chotta Haathi enters the 17th year of its commercial sale, and this legendary Tata truck remains the segment leader as it entices customers from rural and urban India for their last-mile cargo/logistics needs.


Finding a sweet-spot in the entry-level cargo logistics market when it was primarily catered by the three-wheeler, Tata Motors introduced a sub one-tone mini truck to help micro transport entrepreneurs prosper in their business. Like any groundbreaking product, the customers were not sure they needed such a vehicle. It was a bold but an innovative move as the market was ripe for such a disruption, and rightly so, the Ace took the market by storm, turning into an overnight sensation. Ace mini-truck created an all-new small commercial vehicle segment in India, made Tata Motors the leader of this segment and transformed India’s door-to-door cargo-logistics distribution for better.

That was back in 2005, since then, this truck remains India’s most popular that now becomes legendary 16-year later with over 2.3 million proud owners. Over the years, to expand the market and address growing customer needs, Tata Motors expanded this truck plaform, today the iconic Ace Gold is available in diesel, petrol and CNG options, and is deployed for multiple applications, including market logistics, distribution of fruits, vegetables and Agri products, beverages FMCG and FMCD goods, e-commerce, parcel & courier, furniture, packed LPG cylinders, dairy, pharma and food products, refrigerated transport, as well as waste management applications.

Special Drive

To commemorate 16 strong years of the Tata Ace, Tata Motors has announced the launch of the new ‘16 saal bemisaal’ campaign.  To celebrate this feat, Tata Motors has organised roadshows, wherein Tata Aces will travel across 10 states in the country. Tata Motors will leverage this opportunity to distribute medical facemasks in the wake of the COVID-19 pandemic. The campaign will aim to showcase the benefits and rewards of starting a small-scale logistics business, especially in this pandemic-induced economic slowdown. Cumulatively, the Aces will travel a distance of around 4 lakh kilometres. Patrons will also be able to test drive the vehicle to gain a first-hand experience of its comfort and drivability.

Revolutionize Last-Mile Logistics 

The Tata Ace has been the pioneer in the 4-wheel small commercial vehicle segment in India, with more than 60% market share in the mini-truck segment. Tata Ace forged a foundation of mini-trucks in India, in addition to retaining the most preferred choice for Indian entrepreneurs over the past 16 years. Since its launch in 2005, the mini-truck, popularly known as ‘Chotta Haathi’, has proven to be a strong, reliable vehicle. The Tata Ace has helped build the nation, catering to the evolving cargo transportation needs of the country, and has rightfully grown into being the most successful Indian commercial vehicle of all times.

Innovative & Disruptive Truck

Tata Motors’ continuous engagement with customers and assessment of customer requirements has fuelled the meticulous and comprehensive planning involved in the design and development of the Tata Ace. Its ease of acquisition, powered by favourable pricing, complementing the low operating and maintenance costs and high fuel efficiency, has been integral to the vehicle’s success. The vehicle has been aptly engineered for maximising revenues by ensuring more trips, superior load carrying capability and a quicker turnaround time, meeting requirements of both rural and urban transportation.

According to Tata Motors, The ‘16 saal bemisaal’ campaign depicting the Tata Ace family’s prosperous endeavours is a subject of immense pride not only for Tata Motors but also for the 23 lakh-plus owners. The Tata Ace is a great first investment for budding entrepreneurs in the transportation sector, and the company is confident of its continued appreciation in the coming years. With the recent BS6 upgrade, the Ace has been appreciated for its high fuel efficiency, wider fuel options and high load carrying capability, thereby enhancing the customer’s earning potential.

Full Customer Support

To make the Ace truck easily available to customer with an hassle-free experience, Tata Motors has tied up with leading banks such and other financial institutions for convenient financing options and easy purchase of its SCV range, in both rural and urban areas. Additionally, Tata Motors also extends various vehicle care programs, fleet management solutions, annual maintenance packages and resale for commercial vehicles under the Sampoorna Seva 2.0 initiative. Some of the standout features of this bouquet of benefits are Tata Alert offering 24x7 roadside assistance for all vehicles under warranty, Tata Kavach to ensure that all accidental vehicles insured under Tata Motors Insurance are repaired within 15 days, and a service turnaround time guarantee under Tata Zippy to ensure maximum uptime.

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