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New Delhi: Tata Motors are set to come back in South Africa in the passenger car sector from August 19th after being absent for six years. The brand though, was functioning as a commercial vehicle brand in the country in the gap. The company have got an exclusive distributor, Motu Holdings Ltd, who is going to offer most, if not the entire lineup. Their teaser shared looks of Punch, Harrier, Curvv and Tiago.
Tata’s history in South Africa dates back to 2004 when the Indian car manufacturer entered with Indica and Indigo. Since then, they have marketed their other products, including the Aria, Safari and Vista. The company was also in other international markets, including Spain and Italy, though they couldn’t sustain, with the company wrapping their South Africa business in 2019.
The return, of course, does signify that there is a renewed interest in Tata Motors globally. At present, the brand exports to just a few neighbouring countries, which include Nepal, Bhutan, Sri Lanka and Mauritius. Their new range, which are well updated along with their EV lineup, Tata Motors does have a good grip on the export market.
What this means for Tata Motors is that they do have more volume potential. However, their main market is the domestic which has some serious competition, and they cannot lose their focus on that.
Their main competition in South Africa will be their fellow country brand Mahindra, who have a strong footing in the country. In April of this year, Mahindra had sold their highest-ever volume with 2,253 vehicles delivered. It makes them the Tat brand in the country and puts them in eighth spot in the country. While they are neck to neck in the country, they will be meeting on fresh grounds now.
