Dr.

Akhilesh Das Gupta Institute of

Technology and Management

Project Report
On
“TATA MOTORS”
For the Course
Human value and professional ethics

Submitted By :-
ASHISH KUMAR
35115608218
Mechanical Engineering (4th Year)

Submitted To :-
Ms. Samikshya Singh
 INTRODUCTION
Tata Motors Limited is an Indian multinational automotive manufacturing company
headquartered in Mumbai, Maharashtra, India. It is a part of Tata group, an Indian
conglomerate. Its products includes passenger cars, trucks, vans, coaches, buses, sports
cars, construction equipment and military vehicles.
Formerly it was known as Tata Engineering and Locomotive Company (TELCO). Tata
Motors has auto manufacturing and vehicle plants in Jamshedpur, Pantnagar, Lucknow,
Sanand, Dharwad, and Pune in India, as well as in Argentina, South Africa, Great Britain,
and Thailand. It has research and development centres in pune, Jamshedpur, Lucknow,
and Dharwad, India and South Korea, Great Britain, and Spain. Tata Motor’s principal
subsidiaries purchased the English premium car maker Jaguar Land Rover and the South
Korean commercial vehicle manufacturer Tata Daewoo. Tata Motors has a bus-
manufacturing joint venture with Marcopolo S.A. (Tata Marcopolo), a construction-
equipment manufacturing joint venture with Hitachi (Tata Hitachi Construction
Machinery), and a joint venture with Fiat Chrysler which manufactures automotive
components and Fiat Chrysler and Tata branded vehicles.

HISTORY
Tata entered the commercial vehicle sector in 1945 after forming a joint venture
with Daimler-Benz of Germany. After years of dominating the commercial vehicle market
in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata
Sierra, a multi utility vehicle. Tata subsequently launched the Tata Estate (1992; a station
wagon design based on the earlier ‘TataMobile’ (1989), a light commercial vehicle),
the Tata Sumo (1994; LCV) and the Tata Safari (1998; India’s first sports utility vehicle).

Tata launched the Indica in 1998, the first fully indigenous Indian passenger car. Although
initially criticized by auto-analysts, its excellent fuel economy, powerful engine and an
aggressive marketing strategy made it one of the best selling cars in the history of the
Indian automobile industry. A newer version of the car, named Indica V2, was a major
improvement over the previous version and quickly became a mass-favourite. Tata Motors
also successfully exported large quantities of the car to South Africa. The success of Indica
played a key role in the growth of Tata Motors.

In 2004 Tata Motors acquired Daewoo’s South Korea-based truck manufacturing unit,
Daewoo Commercial Vehicles Company, later renamed Tata Daewoo.

On 27 September 2004, Tata Motors rang the opening bell at the New York Stock Exchange
(NYSE) to mark the listing of Tata Motors.
In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and coach
manufacturer Hispano Carrocera. Tata Motors continued its market area expansion
through the introduction of new products such as buses (Starbus & Globus, jointly
developed with subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with
subsidiary Tata Daewoo).

In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata Marcopolo Bus,
to manufacture fully built buses and coaches.

In 2008, Tata Motors acquired the British car maker Jaguar Land Rover, manufacturer of
the Jaguar, Land Rover and Daimler luxury car brands, from Ford Motor Company.

In May 2009 Tata unveiled the Tata World Truck range jointly developed with Tata
Daewoo; the range went in sale in South Korea, South Africa, the SAARC countries and the
Middle-East at the end of 2009.

Tata acquired full ownership of Hispano Carrocera in 2009.

In 2009, its Lucknow plant was awarded the “Best of all” Rajiv Gandhi National Quality
Award.

In 2010, Tata Motors acquired an 80% stake in the Italian design and engineering company
Trilix for €1.85 million. The acquisition formed part of the company’s plan to enhance its
styling and design capabilities.

In 2012, Tata Motors announced it would invest around 6 billion in the development of
Futuristic Infantry Combat Vehicles in collaboration with DRDO.

In 2013, Tata Motors announced it will sell in India, the first vehicle in the world to run on
compressed air (engines designed by the French company MDI) and dubbed “Mini CAT”.

On 26 January 2014, the Managing Director Karl Slym was found dead. He fell from the
22nd floor to the 4th floor of the Shangri-La Hotel in Bangkok where he was to attend a
meeting of Tata Motors Thailand.”

On 2 November 2015, Tata Motors announced Lionel Messi as global brand ambassador
at New Delhi, to promote and endorse passenger vehicles globally.
On 27 December 2016, Tata Motors announced the Bollywood actor Akshay
Kumar as brand ambassador for its commercial vehicles range.
On 8 March 2017, Tata Motors announced that it has signed a memorandum of
understanding with Volkswagen to develop vehicles for India's domestic market.
On 3 May 2018, Tata Motors announced that it sold its aerospace and defence business
to another Tata Group Entity, Tata Advanced Systems, to unlock their full potential.
On 29 April 2019, Tata Motors announced a partnership with Nirma
University in Ahmedabad to provide a B.Tech. degree programme for employees of its
Sanand plant.
On 24 March 2020, Tata Motors Ltd announced that it would spin off its passenger
vehicles arm as a separate unit within the company.
On 5 March 2021, Tata Motors’ shareholders approved hiving off its passenger vehicles
business into a separate entity.

ORGANIZATION CAPABILITIES
Advanced engineering
The TMETC Advanced Engineering (AE) department leads much of the technology
development, across all vehicle functions, for introduction in future Tata Motors
products. It also undertakes collaborative R&D projects with partners in the automotive
industry with co-funding from UK Government and EU bodies. TMETC's AE department
leads many of the AE projects for Tata Motors' Engineering Research Centre (ERC), where
the R&D teams are fully integrated into a common portfolio of technology development.
More specifically, the TMETC AE activities cover the following portfolio: 'Technology
roadmap' definition and maintenance for Tata Motors' ERC o Innovation and technology
screening of external and internal technology ideas and inventions o Innovation
management and 'embryonic research' scheme o AE projects portfolio delivery, including
collaborative projects o Intellectual Property Rights (IPR) generation and management.

This forward-thinking approach means that the TMETC AE department has become the
Centre of Excellence for Tata Motors in technologies such as electric vehicle technologies
(EV), hybrid systems (HEV) development and validation, fuel cell (FC) systems and
vehicles, advanced infotainment and telematics, and control systems and embedded
systems development. Under the AE projects portfolio, there are typically 40-50
technology development projects running in parallel with approximately 100 initial
assessments of innovative technologies.

Design
The TMETC design studio is one of three Tata Motors global design centres that together
make up Tata Motors Design, the other two being Trilix Srl, located in Turin, Italy and the
Pune design studio in India.

The TMETC design studio plays a pivotal role in the creation of design concepts of future
Tata Motors passenger vehicles, part of TMETC's role as Tata Motors' Advanced Product
Creation Centre for the next generation of passenger vehicles. Under the leadership of
Pratap Bose, a London Royal College of Art Alumnus and Head of Design for TMETC's
design studio and for Tata Motors Design, Tata vehicle design has grown in stature, and
the design DNA of future Tata brand vehicles will be of world class standard.

The 60 member strong TMETC Design team has attracted talented Chief Exterior and
Interior Designers, with significant experience gained with other OEMs and design
agencies. It continues to attract and develop talented designers from the London Royal
College of Art (RCA) and the Coventry University School of Automotive Design, both
regarded as world class institutions.

The TMETC Design team is equipped with world class tools and techniques to enable it to
deliver world class designs, some maintained internally and others in partnership with
key partners and suppliers. Typically these include:

• 2D Sketch and Photoshop

• Photo real 2D rendering

• Sketch modelling 3D in Alias

• Proportion/volume modelling in Alias

• Milling (foam/clay/ureol)

• Rapid prototyping (SLA/SLS/3D printing)

• Clay modelling

• Hard modelling

• Trimming (design properties)

• Scanning

• Production surfacing Alias

• Production surfacing ICEM

• Painting

• Photo real visualisation from Alias data

• Animation

• Film production

• Colour materials and finish design

• Colour materials and finish maturation

Product Engineering
The Product Engineering function is TMETC's core engineering capability, having by far
the largest headcount. The Advanced Engineering department is an essential part of the
Engineering function to ensure that teams at different stages of the innovation chain are
well integrated. Product Engineering includes the key engineering functions and
departments for a full vehicle development capability, more specifically:

• Programme Management

• Body, Trim & Craftsmanship

• Vehicle Integration, which includes :

o Chassis systems

o Thermal systems and aerodynamics

o NVH

• Packaging, Safety & Regulations

• Electrical & Electronics

• Quality & Engineering Sign-off (ESO)

• Vehicle Engineering & Hybrid Systems

• Powertrain (Engines & Transmissions)

The Product Engineering departments work together with Design and Manufacturing
Engineering to deliver projects in a matrix structure, which is linked to mirror
organizations within Tata Motors and other customers. Areas of competency include:

• Concept layout - Clay model feasibility, from blank piece of paper design to using
customer platform and carry over components, plus the generation of target setting
documents, product design specifications, initial bill of design, and bill of process.

• Body stiffness - Optimised using global and local modal performance. Driving up global
body modes, for both trimmed and untrimmed models, using the latest CAE tools
ensures a lightweight, stiff, robust, and durable structure.
• Weight - Employing the principle of 'right material in the right place' through the use of
new materials and moulding concepts. Choosing the right material is based on customer
constraints, market constraints and market availability to give optimum material
selection at the right cost.

Vehicle Integration
TMETC's Vehicle Integration department is responsible for the design, analysis and
development of chassis systems and dynamics, aerodynamics, climate control &
passenger comfort, powertrain cooling & vehicle thermal management, and vehicle &
powertrain refinement NVH.
Combining all of these integration disciplines together enables TMETC to deliver a fully
integrated solution by carefully balancing vehicle performance and design attributes.
The Chassis & Dynamics team is responsible for the design and development of vehicle
chassis systems from concept through to production level solutions. Advanced CAE
simulation software tools are applied to evaluate the dynamic characteristics of vehicles.
Chassis components and systems are designed to global engineering standards and to
ensure all attribute targets are met.
The Aerodynamics team evaluate and manage the airflow around the vehicle and its
effect on vehicle stability, fuel economy and speed. Working closely with the Design
team, the aerodynamicists use results from CAE and scale model testing to influence the
shape of key features of a vehicle during the initial design phase.
The Climate Control team designs and develops the vehicle heating, ventilation and air
conditioning systems to ensure that passengers are kept comfortable in all climates. The
Vehicle Thermal engineers are responsible for designing and developing systems to
manage the heat generated by the engine, gearbox and exhaust. The teams utilize CAE
software and conduct vehicle testing in climatic facilities and in territory in order to
optimise these systems.
The NVH team is responsible for the delivery of vehicle and powertrain refinement and
sound quality throughout engineering programmes. The latest CAE software and test
systems are applied to evaluate and develop components and solutions so as to meet
defined attribute targets in both the virtual and physical domain.
Tata Motors' Testing Facilities
Pune - India's first full vehicle crash test facility, capable of conducting all types of
frontal, side and rear impact tests. The facility is accredited by TUV (European
certification agency), as per European for conducting test as per European standards.
India's only pedestrian test facility capable of conducting all types of pedestrian tests.
Asia's first semi-anechoic chamber is based out of Tata Motors, Pune. The facility
provides accurate noise measurements of vehicles simulated under various speed and
road load conditions, in order to study the acoustic behaviour of vehicles and identify
noise sources.
India's only full vehicle climate test facility from small car to intercity bus. BSR (Buzz,
Squeak and Rattle) testing, to improve interior noise of vehicles, helping in improvement
of engine insulation, refinements in power train, body and suspension design. Steering
Robot to apply inputs to a vehicle's steering system for testing transient handling
behaviour on the test track, or for evaluating the steering system itself, allowing wide
range of steering inputs.
The Full Environment Test Facility (FVETF) provides year-round capability to carry out
vehicle development work from -40 to +56 degrees Celsius with humidity, solar, wind
speed and road load simulation. The Suspension Parameter Measuring Machine (SPMM)
measures the suspension characteristics that are used to define a vehicle's ride and
handling performance, helping an engineer to quantitatively understand the various
suspension parameters directly or indirectly influencing customers' perception of the
vehicle capabilities.

TATA MOTORS MARKET SHARE

Tata Motors made one the biggest jumps in retail market share during FY21. The third
biggest car brand of India closed FY21 with a share of 7.93 percent as against 5.62
percent posted in FY20. The Mumbai-based company launched the Safari, limited edition
Tiago, new variant of Altroz, Nexon and Harrier.
Tata Motors has been one of the select few car manufacturers in India that have seen
surprising growth in passenger vehicle (PV) sales, despite the pandemic. In the last few
months, the company has seen consistent growth in volumes, and February 2021 has
been no different. Last month the company's total PV sales stood at 27,225 units, a
massive 119 per cent growth compared to February 2020. According to the data shared
by automotive insights and analytics provider, JATO Dynamics India, the company has
registered the highest market share gain of 3.86 per cent in February, on an annual basis.
Tata Motors currently holds a market share of 8.82 per cent in India's passenger vehicle
segment, taking the third position after Maruti Suzuki India and Hyundai India. Right now,
the Indo-Japanese carmaker leads the band with a market share of 46.90 per cent,
with Hyundai India at the second spot, holding a market share of 16.72 per cent. While
the South Korean carmaker saw a marginal rise of 0.76 per cent in its market share in
February, the country's largest carmaker, Maruti Suzuki's market share fell by a big 6.44
per cent.
With regards to volumes, Maruti Suzuki India saw an 8 per cent year-on-year (Y-o-Y)
growth at 1,44,700 units, while Hyundai saw a 29 per cent growth at 51,600 units. Overall
February 2021 was a good month for almost all passenger carmakers in India, except for
Ford and Skoda, which witnessed a decline of 18 per cent and 32 per cent, respectively.
As per Jato India, Ford's market share came down to 1.87 per cent, after a drop of 0.93
per cent, and Skoda's market share fell by 0.23 per cent to 0.28 per cent in India.
With regards to overall sales, passenger vehicles and commercial vehicles combined, Tata
Motors saw a year-on-year (YoY) sales growth of 54 per cent in February at 58,473 units,
as compared to 38,002 units sold in the same month a year ago. Tata Motors has said
that the growth in the PV segment is because of increasing demand for models like the
Altroz, Nexon and Tiago, among others. The company also launched the 2021 Tata Safari
last month, and on a single day of March 2, the company delivered 100 units in Delhi-
NCR.
Commercial vehicle market share

Commercial Vehicle sector, mostly a cyclical industry, for the first time crossed one
million domestic sales mark in FY18-19, even as the party seemed over in the second half
of the fiscal. The segment was mainly driven by demand due to new infrastructure
projects and fleet replacement.

As of December 2020, Tata Motors dominated the domestic commercial vehicle market
across India with a share of over 37 percent. In November that year, the company had a
sales volume of around 17.5 thousand units. Commercial vehicles sales had been on an
inline across the south Asian country for a few years. From mid-2019 however, the
automotive industry’s slowdown has affected the sales and production alike.

BS VI standards
The Bharat stage emission standards (BSES) are emission standards that the Indian
government regulates to keep the output of air pollutants from combustion and spark
ignition engines in check. The Central Pollution Control Board determines the limits and
time of implementation of these standards. From April 2020, BS VI norms were estimated
to be implemented across the country, as a replacement to the existing BS III standards
that were implemented in October 2010. The emission limits for light and heavy
commercial vehicles were estimated to be 0.63 and 1.5 grams per kilometre respectively.

New models
Commercial vehicle manufacturers revealed new models complying with the BS VI
standards to reinstate a growth in sales volumes. Tata Motors, the leading manufacturer
announced a product offensive for 2020. Similarly, Volvo Eicher Commercial Vehicles also
announced a ‘Smart Trucks’ initiative to gain a competitive edge. The emission standards
have affected the commercial vehicles market significantly. Manufacturers not only
aimed for cleaner vehicles but redesigned their vehicles and vamped up the entire
product line making the outlook for the industry presumably very positive.

Growth outlook
As is known, CV sales are cyclic in nature and with two straight years of sales slowdown
and decline, the outlook remains cautiously optimistic. Demand for CVs is a combination
of headwinds and tailwinds. While the tailwinds are enabling improved demand in the
tipper and haulage segment especially in the M&HCV segment, there is pressure from the
increase in tyre and fuel prices. A positive sentiment is that with the Reserve Bank of
India (RBI) and the Central government expecting economic activity to pick up and India’s
GDP expected to grow in double-digits, there could be light at the end of the CV tunnel.
Only if the second wave of the pandemic doesn’t play spoilsport.
 RESULTS
A detailed analysis of the company shows that the company has had a strong
fundamental as well as a strong market performance over the years, after buying a
product, the consumer compares it with his or her expectation (before buying he/ she
compare the product with others brand) is either satisfied or not. If the consumer is
satisfied, market must decide what else they can do to make it more effective. Tata
Motor is striving hard to achieve this goal.
Tata Motors Group continuously assesses customer needs to develop new and
innovative products which deliver better value to its customers. In pursuance of this
strategy, the Company has developed significant in-house capabilities and works with a
range of partners to keep its product profile rich and meet market expectations. Variants
of the Nano, to suit specific needs of the domestic and international markets are being
developed. Increased thrust is being made to explore opportunities for launch of the
Indica Vista and the Indigo Manza in various international markets.
One of the question to which results were tabulated was Are prices of Tata Passenger
vehicles affordable? On an average more than 73% people feel that the prices are
affordable whereas 12% do not agree. Other parameters on which Tata Motors was rated
were:
Attractive Discounts: 74% believe that attractive discounts are offered whereas 26% are
not satisfied with the discounts offered.
Test Drive: 20% said that the test drives are not offered while 80% agreed that test drives
were offered to them .
Post Sales Follow ups: 15% disagreed that post sales follow ups are done regularly
whereas 85% said that they were done regularly While Tata Motors was rated
satisfactory on all the other remaining parameters: knowledgeable sales persons,
employees spend enough time before and during sales, attractive display of
merchandise, availability of product, variety of merchandize, vehicle in good condition,
décor of the waiting area is pleasing, responds to complaints quickly, service at TATA
Motors service station is excellent, careful with personal information and value for
money. The overall opinion about TATA Motors is very good. In another question people
were asked whether they were satisfied of the facilities provided by the Tata Motors, we
found that over all 63% male customers & 9% female customers are satisfied, That mean
total 72% customers are get full level satisfied, and 15% male customers & 4% female
customers are not satisfied, That is total no of unsatisfied customers 19%, and 8% male
customers & 1% female customers are not decided.
It is important to study the consumer perceptions and behaviour of car owners which will
give us feedback on marketing strategies.
Competitors of Tata Motors are Maruti Suzuki and Hyundai Motors in passenger car. Tata
Motor holds the 2nd Position in Indian Market. Tata motor’s passenger cars still need to
reach acceptable international requirements. The company commands an imposing 65%
share of the domestic commercial vehicle market and is trying to modernize this
segment.
Tata Motors try to provide best service to customer when we compare Tata cars with
other brands, Tata provide better facilities from other cars. Tata cars is successful in
Indian Market & people want Tata car to change the models & name of car like (Tata
Indica Vista is totally change from Tata Indica but name is Indica)
Although Tata NANO customers have some problems with Tata NANO, Tata NANO is
totally unsuccessful in Indian Market. NANO customers are unsatisfied. That is demerit of
Tata Motors but at the same Tata Motors is striving hard .
Maruti Suzuki India has been subdued and moving probably - selling pressure coming in
it on high levels, Tata Motors seemingly to be highly volatile stock but lot of customers
are coming in the lower end of that particular stock.
In spite of these conditions, Company has made a giant leap forward thanks to its
advanced management philosophy, designed to ensure a better future for Company and
its customers. Company is growing and the brand is being appreciated by its customers
because it is continuously striving to achieve the single goal of making good quality
products with an emphasis on the customer first principle across all management levels,
including production, sales, and service.
 CONCLUSION
Tata Motors is one of the best cars manufacturing company in India. People feel that Tata
Cars are people's car as it is satisfactory on all parameters. Tata Motors have
knowledgeable sales persons, the employees of TATA Motors spend enough time before
and during sales. The prices are affordable as it is a low cost producer, attractive
discounts are offered, waiting area is pleasing, TATA Motors service station is excellent.
The Maintenance Cost of Tata Motors is high and resale value is low. These are the only
two main areas in which the customers are dissatisfied. Therefoe, Tata Motors has to
work in terms of maintaining quality standards. In continuation with its commitment to
providing Indian customers with cutting-edge global technology, the auto industry aims
to become a centre of excellence for engineering and ensure quick turnaround time to
changing consumer needs.
All and all With a product line spanning commercial, utility, and passenger vehicles, Tata
Motors is on the road to forging ever stronger relationships with the people who have
bet their money on the company’s products.