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"last mile Connectivity" is the final leg of delivering connectivity from a hub to a customer.
Historically there was a launch mile connectivity. Three wheelers were available from various manufacturers. But they were not highly reliable. Air cooled engines, often heats up during peak summer while hauling heavy loads(500kgs). They were not highly reliable for intercity application. So though there was a segment but products were not fully catering to the needs.
So there was good potential to an extent. But to what extent?.The meaning of "What extent" is selling 500,000 vehicles in 5 years. Was the TIV so big, or anybody dared to project so much TIV? I dont know.
But I can boldly tell its only with the lauch of Ace the potential and the actual volumes in the last mile connectivily was unearthed.
It eventually blowed off some products like the industry first Tempo Minidor(AFAIK) and many other similar products. Now its the undisputed leader selling 1.86 lks in last year. Growing at a YoY average of 26%, its obvious that this will cross 2 lks in this year. This will be an yet an another record in the rocking sales chart of Ace.
The first record was, selling 100,000 in just 20 months and next Ace was first CV to cross sales volume of 100,000 in single year.
Was the looks, advertisement campaign or the problems in other competition products or a cumulative effect all this, which is still a mystery what lead to extra ordinary sales of Ace. When Ace was launched people owned one like the flood flowing from the dam (in tamil Madai thiranthu paaivathi pol).
Infact it went to an extent that marriage was more easy for bridegroom's who owned a Ace(4 wheeler) rather than owning a three wheeler(Auto). They were considered a elite amoung others and many migrated from Auto to Ace.
Ace was developed keeping in mind one simple thing - providing last mile connectivilty at a bare minimum price. This was lauched at a price of 2.4 lks in TN initially. The reception was huge and it was a initial declared hit. Initially due to reduced ground clearance there were issues of rear axle hitting ground in many cases. But this was corrected quickly and came with improved suspension as Ace HT.
How many of us know, the little Nano had many of the cues developed from Ace.THe Project Manager was same and the learnings were quite helpful for them to develop Nano.
The same story was repeated when it was exported to many countries like Srilanka, Bangladesh and South Africa. Tata even set up a assembly plant in South Africa to cater to local needs.
The important variant of Ace was a rural people carrier - The Magic. This was in the similar manner to Ace in engineering - bare minumum engineering effort, but spot on to the requirement and need.
I still cant remember how I travelled from Adyar to CMBT in chennai some three years back. Was that only through MTC, then it would be atleast a 2 hrs journey. But now thanks to the Magic in every nook and corner, I can travel in this stretch in a hour or so.
Its Magic that is churning rural passenger tranportation now.
Having tasted the success of replacing three wheeler in 0.75T, Tata is going one more step down to use the same formula in 0.6T with the launch of Ace Zip.
Think about new segment creator and leader, when you cross the cute little ACE the next time.
Here are some of images..