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Tata Motors Future Products To Surprise Nation


Tata Megapixel Concept

In an interview with DNA, Mr Karl-Heinz Servos, project director-joint projects at Tata motors spoke about the future development plans of the company and how Tata Motors is going to catch the nation in surprise with its new products. Mr Karl has earlier worked with automobile giants like Volkswagen, Audi and BMW and has just recently completed one year with Tata Motors. One of the key questions asked was about the work environment and the engineers in Tata Motors and how it was elsewhere. The reply being there is lot of creativity in the Indian minds and work is done with dedication.

“We will surprise the nation in future, in the next 3-5 years. At the moment, we are loading and at one point we will shoot. Car industry is not business of today or tomorrow. In this industry everything takes time, usually 2-3 years,” Mr Karl-Heinz Servos, said.

India is a little behind compared to German companies in terms of technology and it is this limitation which must be overcome to design and develop world class products. But there is of lot of potential citing that Tata Motors designed and developed the Nano. Mr. Karl has been closely working on the development of future products and has also worked on the Safari Storme. He claims that the Storme has reduced body-roll and a lot refinement has gone into the new SUV. He ensures the off-roader will give a good ride with a good combination of comfort and dynamics. The Storme is also lighter than the previous Safari and has an amazing turning radius.

His swift reply on comparing the Storme with the XUV500 was “XUV is flashy and for young kids, Storme is for people who are well settled in life and know what they are doing,”

On being asked about the future focus of the company he replied saying the Indian market itself is very well focused on the Utility vehicle market and so will Tata Motors. They are in an observing phase and are understanding the UV market and will be ready when the trend starts to kick in. Tata Motors currently have the Sumo and the Safari in the UV market and post the launch of the Storme their focus is now on making the Sumo much better. Tata Motors and Mahindra are close to the market as compared to the international companies and that is an added advantage in the Utility vehicle market for them.

Tata Motors will have a lot to offer in terms of product design and technology in the coming future. They also have the advantage of sharing the knowledge platform of the Jaguar Land Rover team. Concluding this interview he left everyone thinking. He expressed the company’s aggressive future plans for the Indian market. We had earlier heard about Tata Motors completely changing their passenger car line-up and would do away with their current range of cars. Maybe Tata Motors has realized that their passenger cars don’t work well on the design front and a refreshed start is necessary. These words from Mr Karl speak confidence and portraits Tata’s vision for the future India.

Source – DNA

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  • No One

    Well it seems Indian are generally young people since those who are well settled in life are not in many numbers if compared with sales number of TATA SUV vs Mahindra SUV segment

  • semon consen

    Tata already make a lot of surprising products in their Passenger Car division. Products that have very few takers and sell well below breakeven volumes. It’s time Tata made Amazing products instead of Surprising products.

  • W110

    Compare TATA models on the respective segment versus others – they already have superior products. If you don’t believe, see the Vista, Manza, Nano, Safari.

    Things that kills TATA.
    - After sales service – Bad. Come out of this….
    - POOR Quality control in the FACTORY. You cant expect 2 same model cars to drive/behave same from TATA stable.

    • No One

      See what TATA thinks about them self,

      ****His swift reply on comparing the Storme with the XUV500 was “XUV is flashy and for young kids, Storme is for people who are well settled in life and know what they are doing,”*****

      No wonder why their trucks and Sumo are sold in that many numbers !

  • semon consen

    The Safari Storme is a vehicle that made it to production after plenty of indecision at Tata.
    The XUV in contrast is a vehicle that was made with a clear vision and with a lot of confidence in their own Indian design team. Its a triumph for management and design guts over perfection.

    Tata in contrast distrusted their Indian design team, spent a lot more money going to their UK based studio for help on one occasion hiring the premises of a west London cinema hall for a presentation of the model to the chairman. Clearly, a lot of people had a good time at the expense of poor Safari and Tata.

    With the XUV, though not perfect aesthetically, the overall effect is imposing – not one to run into on dark road on a stormy night. The surfaces on the car seem very raw though, as if the folks at Mahindra needed more time to add some love into the design but had to instead hurry it through to production, unfinished. Luckily for Mahindra, the customers who buy them like the imposing looks.. and think its a great bargain in the “how much imposing you can be for your rupee – scale”. There’s no denying that the XUV looks the part of a poseur’s vehicle, but most indians and mahindra – and tata’s customers – are like that only.

    Tata on the other hand are conservative like their outgoing chairman. Which can be a virtue when you already have a successful product ( think suzuki swift new and old ). But the Safari storme is not a Porsche kind of conservative (where although a lot changes from one generation to another, yet the new model doesnt look too dissimilar to the one it supercedes) .. The Storm is a child no one wanted to own at Tata. The teenage kid that got neglected.. ( when baby Nano was the clearly the apple in Tata’s eye )… to engineers at Tata getting associated to the Nano project meant growing in the ranks and Somehow poor Safari got second best ( or third after the vista ) – and passed on from one Forster parent to another. The Storme is a conservative attempt by Tata at gaining any share in the market.

    The Storme took 5 years in the making ( sketch to production ) when it can be at best and optimistically described as a major facelift. It started out as a minor facelift and somewhere down the line they realized they should update the old car with things borrowed from the Aria. The Aria isn’t very new either – it took six years to go from design freeze to production ( 8 years from sketch to production ). There was a lot of dilly-dallying by the management with no clear product vision.

    The XUV was made in about 5 years – the same time ( sketch to production ). Its a first for Mahindra – monocoque construction and is a completely new vehicle for them. In contrast Tata has been making their first monocoque – the indica – since the late 90′s. Tata’s were thinking of an all new monocoque SUV too in the mid 2000′s based on the Aria ( which would have made a more fitting comparision here – though still being ladder frame based ) but the management was spineless and played safe – they preferred the tried and tested, but old and heavier ladder on frame construction for the Aria platform.. and then shelved the whole new SUV in favour of a 18 month ‘quick’ facelift for the safari.. which eventually took 5 years.

    There was already a trend of SUVs moving to a lighter and thus more fuel efficient monocoque construction, internationally but the powers to be at Tata thought at that point that monocoque SUVs wouldn’t work in India. In hindsight now, Even the pinncle of rugged SUVs from their own stables now – Rangerover moved to a monocoque body with their latest, earlier this year.

    Clearly, the Storme seems like a vehicle that was a generation late ( it would have perhaps seen some more sales if it was launched before the XUV ) and perhaps only slick marketing, clever promotions and the old faithfuls can save it.

    • http://www.motorbeam.com/ Faisal Khan

      Wow Semon, you have put it across very well. I guess Tata’s way of going easy, safe, playing the market and testing it with their higher pricing hasn’t worked in their favour. But now they have strong people on board (Karl Slym), so we can expect a drastic shift in products, positioning, etc. The Storme has no change from the time it was first shown at the 2012 Auto Expo. The reason for the delay according to a Tata person is – ‘we were adapting the assembly line to manufacture both old and new Safari.’ This approach of trying to sell last gen vehicles has backfired atleast on the Safari. Lets see what Tata Motors does with its next generation of cars.

  • semon consen

    >>His swift reply on comparing the Storme with the XUV500 was “XUV is flashy and for young kids, Storme is for people who are well settled in life and know what they are doing,”

    Well mister Karl-Heinz, you can’t compare the two.. one’s old school ladder based and heavier and the other is monocoque and lighter! One’s hoodwinking their faithful, the other is being bold and brave and perhaps a bit foolish whilst doing that. The Safari Storme is clearly not a vehicle for the informed. And not certainly *from the ones that know what they are saying!

    Its a pity the storme didn’t change from the car show in autoexpo 2012. Everyone and their aunty were clearly upset by the grille, which seemed too fragile for an SUV and they couldn’t even change that given the delays in changeover at the assembly line.

    Yes one can hope for better products in the future with new people on board…… but we’ve been on that road before with Tata – with people even more storied brought in at Tata previously and leaving with things half done once they’ve had their fill. Things don’t change overnight. It takes a few years to change a model, it takes a generation to change the mindset at a company, it takes much much more to change corporate culture. Mr. Heinz is optimistic, but I hope the big surprise a few years down the line isn’t his leaving!

  • ishfaq

    all ur cars ‘irrespective of sedans ;hatchbacks.sUVs.lack one thing unfortunately the exterior design. All Tata cars look like (phata drum) unlike M&Ms muscular looks. except tata sumo which iz more of a commercial vehicle in actual.u seriously need to revise to become a frontfoot player.