Tata Motors on Tuesday launched two half-tonne vehicles – minivan Magic Iris and micro-truck Ace Zip – to add a new dimension to its head-to-head with Mahindra and Mahindra.
Tatas have a 75% market-share in the sub-one tonne truck and van segment, and is looking to fend off a strong challenge in a category set to triple in 3-4 years.M&M has been pitching its Maxximo truck and minivan against Tatas’ Ace truck and Magic van. The new Tata products will compete against M&M’s Gio pick-up and Gio compact cab. Others in the segment include Piaggio, Force and Bajaj Auto.
Tata Motors has expanded the production capacity of its Pantnagar plant for small commercial vehicles to 3,50,000 units, earmarking 100,000 unit capacity to Iris and Zip. If demand grows beyond this, the company will shift part of the Iris and Zip production to its Dharward bus plant.
Magic Iris and Ace Zip, priced R1.95 lakh and R1.9 lakh, target existing and prospective three-wheeler passenger and goods carrier operators.