Tata Motors is on a roll lately, working on reshaping its brand image in the country. The new design philosophy followed by aggressive pricing and new strategies has seen the Tiago succeed in all its endeavours, while the newly-launched flagship, the Hexa, has started garnering all the right responses from the Indian masses. And now Tata is planning to enter an arena it’s never ventured before.
According to Overdrive and various other sources, Tata Motors is gearing up to establish a new performance sub-brand under the name “TaMo” (short for Tata Motors). This would be equivalent to the performance division of the major manufacturers like TRD of Toyota, F for Lexus, M Division of BMW, the Polestar for Volvo, N wing of Hyundai or as Mopar is to Dodge. The new car developed under the TaMo banner will have the highest performance figures seen in a Tata product.
The sneak peek into this new division is scheduled for tomorrow; where the formal announcement of the sub-brand with its strategies and the rendering of the upcoming car will be showcased. The car is expected to spawn an all-new platform developed under Tata’s UK and Indian R&D centre. It is also speculated that the new car will be built in limited numbers to maintain exclusivity. The production-ready version of the car is expected to be showcased at the upcoming 2017 Geneva Motor Show. More details of the car could follow in the days to come.
This seems like a perfect opportunity for Tata to take an a bold decision such as this. The Tiago is doing wonders for the company in terms of sales and there are more highly anticipated vehicles to be introduced this year. By establishing a new performance sub-brand, the Indian manufacturer can showcase its prowess globally. Tata took the stage at the 2015 Geneva show with a Bolt Sport but the project never saw the light of the day. Hopefully, Tata keeps its spirit high this time with the performance division and creates a spark amongst the Indian car buyers. Stay tuned to CarWale as we bring all the details from tomorrow's ‘big’ announcement from Tata Motors.
