THE TATA ACE REVOLUTION

Tata Ace is a mini-truck (similar to Japanese

Kei truck) launched in May 2005 by Tata Motors
in India. It is in
competition with the prevalent three-wheeled
goods carriers from Bajaj Auto, Piaggio,
Mahindra and Force Motors.
 History
In December 2000 Girish Wagh was given a brief by Ravi
Kant to create a new light truck line that would add to
Tata's current truck range. It was to be economical and to
take on the three wheeled cargo auto rickshaws in the
Indian market. Based on this brief Wagh approached users
of three wheel cargo rickshaws and got their feed back
on Tata's future four wheel cargo vehicle. The feedback
indicated the need for a economical vehicle that could take
light loads over short distances. Additionally the feedback
also revealed that future owners would prefer owning a
four wheeler cargo vehicle for the perceived prestige it
would offer over a three wheeled vehicle.
 Launch and reaction

Tata Motors launched the Ace truck in May 2005 for just
above Rs 2 lakhs. The new vehicle was a big hit selling
100,000 in just 20 months. As of May 2010 TATA MOTORS
sold over 500,000 ACE's in just 5 Years. ACE is
created another history in the commercial vehicle industry.
Currently this truck is only offered in a single colour
(Irish cream), to save time in the paint shop. Tata is
building a new factory that will be able to turn out 250,000
a year starting this month.
 TATA OK

Tata OK is the certified pre-owned commercial vehicles

program of Tata Motors Limited and provides ultimate
convenience to customers trying to buy a pre-owned
commercial vehicle or sell their existing truck. Tata OK
started the project in south India with 4 key dealers and
it has now been rolled out across the 4 southern states and
Maharashtra. At present Tata OK covers only Tata Ace.
 New segment
Tata Ace has created a new mini segment in India. Priced
between 2.25 to 3.35 lakhs INR, the company aims to
convert three wheeler users to 4 wheelers. One of the idea
that has made the launch of this vehicle might be that the
government policy in India not to allow HMVs (that are
categorized by vehicles weighing above 3 tonnes) to enter
cities after 7 p.m. to reduce traffic jams and pollution. TATA
has found the gap in the market and released Ace. The
700 cc engine delivers a power of 16 hp (12 kW) at 3200
rpm and a torque of 3.8 m·kgf (37 N·m) at 2000 rpm
gives a tough competition to Piaggio's mini truck (3-
wheeler). It has a permissible loading capacity of 750 kg
(1650 lb). It also has a modern cabin compared to its three
wheeler rivals. It is best suited for use by villagers in
carrying goods
over short distances. The project was headed and executed
by Girish Wagh.
 Manufacturing locations

The mini truck is now produced at the facility in Pantnagar,

Uttarkhand although it was initially manufactured at
Pune. The Tata Ace succeeded in creating an entirely new
segment that competitors are known to be working on
different models to compete against the Tata.
A new higher variant Ace II has also hit the roads.

Tata Magic
In June 2007 Tata Motors launched the passenger variant of
the Ace, named Magic. The Magic is the passenger
version of the Ace mini-truck, the new Magic features an
all-steel cabin. It offers a flexible seating capacity of 4-7
passengers with adequate legroom. Powered by a 16 bhp
(12 kW), 700 cc water-cooled diesel engine, the Magic
offers high fuel efficiency and very low maintenance. The
12-inch tyres provide higher ground clearance, and the
rigid front axle is designed to handle tough roads. The
Magic's turning radius of 4.3 metres (14.1 ft) is nimble
enough to navigate the bylanes and traffic of India's
crowded cities. The Magic has a clearly visible instrument
cluster, utility tray and a digital clock in the dashboard and
also a provision for fitting a radio.
The Magic meets BS-III emission norms and has been
developed for use in any market — be it urban, semi-urban
or
rural. It is backed by a 36,000 km/12-month warranty. The
Magic range starts at Rs 2.60 lakh (ex-showroom, Pune).