Tata Motors launches Ultra intermediate LCVs to shore up volumes

Tata Motors, which has borne the brunt of the slowdown in commercial vehicle sales over the past two years, particularly the M&HCV market, which was down by 25 percent overall in 2013-14, is aiming high with its new Ultra range of intermediate light commercial vehicles (ILCVs).

The new Ultra platform, which debuted with the Tata Starbus range in 2011, is now being employed for the just-launched Ultra 812 and 912 ILCVs, the first two models priced at Rs 10.53 lakh and Rs 10.94 lakh (ex-showroom Chennai), respectively. 

The Ultra ILCV range will come in many variants with payload capacity between 5 and 15 tonnes. The trucks get a new generation of aggregates and driver-centric features like disc brakes, tubeless radial tyres, spacious cabin, and suspended seats and an HVAC option.

Tata, which says it took LCV user feedback to develop the new trucks, is banking on consumers and fleet operators to take to the vehicle’s aesthetics, enhanced comfort, fuel efficiency and low cost of ownership. The hydraulic 45-degree, tiltable cabin comes with comfortable seating for three and features like a dash-mounted gear lever, AC provision and a new-generation instrument cluster. Also, an enhanced power steering system enables vehicle stability at high speeds, a front parabolic suspension offers increased comfort and there are LED head- and tail-lamps are claimed to be an industry first in the CV segment in India.

Speaking at the launch in Chennai today, Ravi Pisharody, executive director, Commercial Vehicles Business Unit (CVBU), Tata Motors, said, “The Ultra is a result of extensive feedback from customers and an immersive study into the lives of drivers to understand their expectations from their vehicles in the ILCV segment. With stylish, futuristic and smart utility features, the Tata Ultra has been designed to fast-track the consumer’s business growth and deliver a reliable, safe, comfortable, vehicle with superior performance. South India contributes a higher market share for our ILCVs and with the new launch, we look to continue our strong presence in the region.”

Meanwhile, R Ramakrishnan, senior VP (CVBU), Tata Motors, added:  “The Ultra range offers increased driver comfort, superior aggregates and the lowest total cost of ownership. Our focus is to offer fully built solutions to customers, depending upon the applications. Chassis options will be available too.”

Tata Motors will be banking heavily on the Ultra ILCVs to give its CV operations the momentum they need in 2014-14. The CV maker sold a total of 317,887 units in 2013-14, down 28.54 percent year on year, while the overall Indian CV industry sold 632,738 units last fiscal, down 20.23 percent. The Ultras already have competition in Ashok Leyland’s Boss ICV which was launched in September 2013 and is seeing decent sales. 

Photograph (L-R): R Ramakrishnan, senior VP, CVBU, Tata Motors, Ravi Pisharody, executive director, CVBU, Tata Motors and Habib Saleh, head - sales & marketing, Buses and Vans, CVBU, Tata Motors with the Ultra 812 and 912 launched today in Chennai.