TATA MOTORS

About the Organization:

Tata group was founded by Jamshedji Tata in 1868. It is a global enterprise which is headquartered in
India and comprises over 100 independent operating companies. The group operates in more than 100
countries across six continents, with a mission 'To improve the quality of life of the communities we
serve globally, through long-term stakeholder value creation based on Leadership with Trust'.

TATA Motors is a part of Tata group and is a USD 42 billion company. It is a leading global automobile
manufacturer with a portfolio that covers a wide range of cars, sports vehicles, buses, trucks and
defense vehicles. Our marque can be found on and off-road in over 175 countries around the globe. It
was established in 1945 and has an employee strength of 60000. Till date TATA Motors has been able to
sell more than 9 million vehicles and has more than 6600 service and sales point.

Sustainability and the spirit of ‘giving back to society’ is their core philosophy. Also, good corporate
citizenship is strongly embedded in their DNA. Tata Motors is India’s largest automobile company. It
brings to the customer a proven legacy of thought leadership with respect to customer-centricity and
technology. It is driving the transformation of the Indian commercial vehicle landscape by offering
customers leading edge auto technologies, packaged for power performances and lowest life-cycle
costs. Their new passenger cars are designed for superior comfort, connectivity and performance. What
keeps them at the forefront of the market is their focus on future-readiness and their pipeline of tech-
enabled products. Their design and R&D centres located in India, the UK, Italy and Korea always look to
innovate new products. Their mission is “to be passionate in anticipating and providing the best vehicles
and experiences that excite our customers globally''.

TATA Motors has also been involved in a lot of CSR i.e. Corporate Social Responsibility. Its has signed an
MoU with United Nations and is helping more than 1 million lives in India. Some of the programs are
National Drinking Water Program ‘Amrutdhara’. Education Program ‘Vidyadhanam’. Employability
program ‘Kaushalya’. Environment Program ‘Vasundhara’.

Products:

Cars and Utility Vehicles: 1) Hatchbacks – Tiago, Bolt, Indica

2) Sedan – Zest, Indigo
3) Utility Vehicles – Suma, Safari, Hexa
4) Stylebacks – Tigor
Trucks and Buses: 1) Cargo – Prima, Light Trucks, M&HCV Construck
2) Passenger Transportation – Buses, Winger, Tata Venture

Comparison of Tata Prima 4928.S and Ashok Leyland U 4923 TT:

Engine
 Ashok Leyland U 4923 TT - H Series CRS Turbocharged Intercooled with EDC
 Tata Prima 4928.S - CuMmins 6 ISBe 270 30, Water-cooled, Direct Injection, Turbo-charged,
After-cooled Diesel Engine
Emission Norms
 Ashok Leyland U 4923 TT - BS-III
 Tata Prima 4928.S - BS-IV

Engine Cylinders
 Ashok Leyland U 4923 TT - 6
 Tata Prima 4928.S - 6

Displacement (cc)
 Ashok Leyland U 4923 TT - 5760
 Tata Prima 4928.S - 6700

Max Power
 Ashok Leyland U 4923 TT - 225bhp @ 2500rpm
 Tata Prima 4928.S - 267 bhp @ 2500rpm

Max Torque
 Ashok Leyland U 4923 TT - 800Nm @ 1400-1900rpm
 Tata Prima 4928.S - 970Nm @ 1200-1700rpm

Transmission
 Ashok Leyland U 4923 TT - Manual
 Tata Prima 4928.S - Manual

Clutch
 Ashok Leyland U 4923 TT - 381 mm dia. axial spring clutch with organic lining & clutch boosters.
 Tata Prima 4928.S - Single disc dry friction type,430 mm

Gearbox

 Ashok Leyland U 4923 TT - 9-Speed

 Tata Prima 4928.S - 9-Speed

Fuel Tank (Litres)

 Ashok Leyland U 4923 TT - 400

 Tata Prima 4928.S - 365+260

Gradeability (%)
 Ashok Leyland U 4923 TT - 21
 Tata Prima 4928.S - 26.2

Turning Radius (mm)

 Ashok Leyland U 4923 TT - 11200

 Tata Prima 4928.S - 7110
Max Speed (km/h)

 Ashok Leyland U 4923 TT - 80

 Tata Prima 4928.S - 77

Body Option

 Ashok Leyland U 4923 TT - Trailer Body

 Tata Prima 4928.S - Customizable

Chassis Type

 Ashok Leyland U 4923 TT - Chassis with Cabin

 Tata Prima 4928.S - Chassis with Cabin

Cabin Type

 Ashok Leyland U 4923 TT - Sleeper Cabin

 Tata Prima 4928.S - Sleeper Cabin

Axle Configuration

 Ashok Leyland U 4923 TT - 6x4

 Tata Prima 4928.S - 6x4

Front Tyre

 Ashok Leyland U 4923 TT - 11 x 20-16PR

 Tata Prima 4928.S - 11.00 X 20 - 16 PR

Rear Tyre

 Ashok Leyland U 4923 TT - 11 x 20-16PR

 Tata Prima 4928.S - 11.00 X 20 - 16 PR

Wheelbase (mm)

 Ashok Leyland U 4923 TT - 3900

 Tata Prima 4928.S - 3890

Overall Length (mm)

 Ashok Leyland U 4923 TT - 13150

 Tata Prima 4928.S - 6968

Overall Width (mm)

 Ashok Leyland U 4923 TT - 2600

  Tata Prima 4928.S - 2585

Overall Height (mm)

 Ashok Leyland U 4923 TT - 3690

 Tata Prima 4928.S - 3291

Ground Clearance (mm)

 Ashok Leyland U 4923 TT - 260

 Tata Prima 4928.S - 269

GVW / GCW (Kgs)

 Ashok Leyland U 4923 TT - 49000

 Tata Prima 4928.S - 49000

Kerb Weight (Kgs)

 Ashok Leyland U 4923 TT - 20800

 Tata Prima 4928.S - 9430

Payload (Kgs)

 Ashok Leyland U 4923 TT - 28200

 Tata Prima 4928.S - 39570

Steering

 Ashok Leyland U 4923 TT - Power steering

 Tata Prima 4928.S - Power Steering

A/C - Ashok Leyland U 4923 TT - NO

Tata Prima 4928.S – YES

Cruise Control - Ashok Leyland U 4923 TT - NO

Tata Prima 4928.S – YES

Navigation System - Ashok Leyland U 4923 TT - NO

Tata Prima 4928.S – NO

Driver Information Display - Ashok Leyland U 4923 TT - NO

Tata Prima 4928.S – YES

Telematics - Ashok Leyland U 4923 TT - NO

Tata Prima 4928.S – YES
Adjustable Driver Seat - Ashok Leyland U 4923 TT – NO
Tata Prima 4928.S - YES

Tiltable Steering - Ashok Leyland U 4923 TT - YES

Tata Prima 4928.S – YES

Arm-rest - Ashok Leyland U 4923 TT - NO

Tata Prima 4928.S - YES

Seat type

 Ashok Leyland U 4923 TT - Standard

 Tata Prima 4928.S - Standard

Brakes

 Ashok Leyland U 4923 TT - Air Brakes

 Tata Prima 4928.S - Air Brakes

Front Axle

 Ashok Leyland U 4923 TT - Heavy duty forged "I" beam Reverse Elliot type Axle
 Tata Prima 4928.S - Planetar y Hub Reduction, Fully Floating Axle Shafts

Front Suspension

 Ashok Leyland U 4923 TT - Parabolic Leaf springs suspension

 Tata Prima 4928.S - Parabolic Leaf Spring

Rear Axle

 Ashok Leyland U 4923 TT - Single-speed hypoid gear Axle

 Tata Prima 4928.S - HRT 210 Hub Reduction Axle, Fully Floating

Rear Suspension

 Ashok Leyland U 4923 TT - Semi-elliptical multi-leaf springs suspension

 Tata Prima 4928.S - Bogie Suspension

ABS - Ashok Leyland U 4923 TT – NO

Tata Prima 4928.S – YES

Parking brakes - Ashok Leyland U 4923 TT – YES

Tata Prima 4928.S – NO
Power Steering - Ashok Leyland U 4923 TT – YES
Tata Prima 4928.S – YES

Fog Lights - Ashok Leyland U 4923 TT – NO

Tata Prima 4928.S – YES

Tubeless Tyres - Ashok Leyland U 4923 TT – NO

Tata Prima 4928.S – NO

Seat belts - Ashok Leyland U 4923 TT – YES

Tata Prima 4928.S – YES

Hill Hold - Ashok Leyland U 4923 TT – NO

Tata Prima 4928.S – NO

Positioning Statement:

‘Power and performance to boost your Business’ and ‘The way the world Trucks’.
Here TATA is trying to position its Prima Truck as a world class product. Today the Transportation
schedule is very tight, and the drivers are constantly facing issues related to comfort as they have to
work day and night to transfer the products from one place to another in time. TATA addresses this
issue by introducing Prima which consists of some world class comfortable cabin and safety system.

Tata has been able to justify its Positioning Statement quite well. It has invested a lot in improving the
quality by installing multiple quality check stations in the assembly line. There is inspection point in the
beginning of the production to minimize the chances of accepting low quality raw material. It also has
quality check points at the end of production to ensure that the products that are going to be delivered
to the customer are free of any sort of defects. A lot of money has also been invested to improve the
design of the cabin and safety system of Prima. As can be seen from the above table a lot of extra
facilities like power steering, power break, A/C, Sleeper Cabin etc. are provided. As compared to other
products in the market TATA is providing an upgraded version at a reasonable cost by adding a lot of
essential features which were absent earlier.

Customer’s Response:

Customer’s Response to the Product is positive as nowadays the companies are looking for a product
that can minimize the effort of their drivers and save the accident costs. Earlier a lot of accident were
happening and the costs that the company used to bear because of this was huge and after the
introduction of Prima these costs has been reduced to certain amount as the rate of accidents has
decreased considerably. The Power Steering has made the driving very comfortable and easier. Also,
Power Breaks has empowered the drivers to escape the close accidents. The Sleeper Cabin has a lot of
facilities that helps the driver to relax in the route. The Tyre, Axle, Gear Box and all the other parts has
also been improved. These benefits have increased the customer’s satisfaction level and also has
challenged the competitors to move towards world class quality. TATA Prima is one of the primary
reason that has aroused the need of highly comfortable trucks here in India and as a result the life of the
drivers have been improved.

My Suggestion:

TATA Motors is already doing good in introducing beneficial products but still the productivity of TATA
Motors is not so good because of the present working culture prevalent there and as a result even after
having good market share the profitability of TATA Motors is quite less than its competitor. In the
Assembly line the idle time is very large and also there is overallocation of workers in the line. This might
be due to the TATA group’s policy to take care of their employee, but this is causing huge loss to TATA
and they are unable to make their product profitable even after such a great breakthrough. The cost of
improving the quality is going high so there is a need to increase the productivity. This could be done by
proper training and orientation of the workers so that they would be able to perform more effectively.
Related to quality TATA Motors should follow the Preventive Approach and should try to implement the
TOYOTA WAY. Toyota has achieved high quality by forming the functional teams in the production line
and the quality assurance and high productivity rate are ensured by them and the decisions are taken
collectively by them regarding anything. Enough powers are given to the ground workers to manage the
assembly line as per their there need but in return they provide high quality product and that also at a
good rate. Here in India the culture is quite different from Japan but the at least an attempt could be
made to increase the seriousness of the employee towards the mission and vision of the company.