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Old 24th March 2023, 12:10   #1
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Tata Motors to set up exclusive EV showrooms in FY2024

Tata Motors has been mulling the idea of exclusive EV outlets since 2020. Now, according to a new report, the carmaker is likely to finalize its EV sales channel strategy by FY2024.

Tata Motors to set up exclusive EV showrooms in FY2024-photo.jpg

The report states that Tata Passenger Electric Mobility (TPEM) will finalize the design, location and number of outlets within the first quarter of FY2024. The new showrooms are expected to open their doors to customers over the next 12 months.

Tata is likely to set up 10 EV-exclusive showrooms in the top 10 Tier-2 cities. The first such dedicated EV outlet is likely to be launched in NCR. It is said that the new large format showrooms will be plusher than Maruti’s Nexa outlets.

Tata is said to have already shortlisted dealer principals. Dealers estimate that the average cost of setting up a 6,000-7,000 sq.ft., outlet in a satellite city would be between Rs 95 lakh-Rs 1 crore.

The move is part of Tata Motors’ plan to double its EV sales to 1,00,000-1,10,000 units in FY2024. The carmaker is also developing a whole new range of EVs, including models based on the Gen 2 and Gen 3 platforms.

Source: ET Auto

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Last edited by TusharK : 24th March 2023 at 12:11.
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Old 24th March 2023, 12:32   #2
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Re: Tata Motors to set up exclusive EV showrooms in FY2024

Hope they also start exclusive after sales service for EV's. The current service centres are already overburdened with ICE vehicles. EV's need different set of expertise, so TATA motors need to train the technicians regarding the same. Also the EV customers are more likely to be more affluent and would be expecting a better experience during sales and service. Very happy to know that TATA motors is trying to improve things.

Last edited by Aditya : 26th March 2023 at 21:21. Reason: Word replaced
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Old 24th March 2023, 14:46   #3
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Re: Tata Motors to set up exclusive EV showrooms in FY2024

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Originally Posted by The Rationalist View Post
Hope they also start exclusive after sales service for EV's.
This is exactly what I wanted to highlight as well. I dont know who is responsible for TML Corporate strategy and marketing Strategy but I have the following points to make:

1. TML already is the Market leader in Electric 4 Wheeler by Sales and Volume in 10 to 17 Lakhs Price bracket.
2. There will be new disruptors who would challenge the same for example Maruti can bring small EV Hatchbacks or Mahindra can bring in EV SUVs - segments where Tata can definitely do better.
3. TML Should bring out EVs of Altroz, Punch - these are the default choices available in TML portfolio but no urgency shown. To spice things up, Bring in Harrier EV or Curv EV etc.
4. Use sister companies like Tata Power and other channels to build E2E ecosystem of a reliable charging Network and associated supply chain.
5. Corporate tie ups - Every TCS Office, Taj Hotel chains, Other Tata Properties should have prominently displayed charging stations for Employees and Guests. Collaborate with other IT companies, Govt Companies, tie ups with Ubers, Olas etc. Zoom cars etc.


Currently what is making me skeptic with Tata EVs (Personal Opinion):
1. TASS are already overcrowded. Give a separate service experience to EV customers.
2. Poorly trained TML Service technicians who desist anything electronic. This will be key to gain trust.
3. General QC improvement in the portfolio. This is most important point from me.
4. Offer better than ICE Extended warranty, RSA support, Leasing Options
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Old 24th March 2023, 16:27   #4
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Re: Tata Motors to set up exclusive EV showrooms in FY2024

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Originally Posted by swarnava.ch View Post
I dont know who is responsible for TML Corporate strategy and marketing Strategy but I have the following points to make:
You have not only hit the nail right on the head but also given TaMo actionable strategy inputs which will be a win-win for them as well as their customers if implemented. I hope someone in TaMo is following this thread and taking notes.

While the XUV400 buzz seems to have died down a bit, the day is not far away when competition will catch up in terms of offerings. TaMo should use this monopoly period to differentiate its overall product experience and become untouchable. The Tiago EV is a good attempt but had it been a Hyundai or Maruti with their EV instead of Citroen with similar specs and performance, both the Nexon and Tiago EVs would have had a serious challenger.

Tata have the wherewithal to make things happen and I'm sure many of the things you have mentioned will happen eventually, but the sooner they can do it, the better it will be for them.
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Old 24th March 2023, 17:23   #5
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Re: Tata Motors to set up exclusive EV showrooms in FY2024

Before exclusive showroom for EVs, what Tata desperately needs are the following in no particular order.

1. Strong QC of its entire product portfolio. This has been the demand of the customers and the market from Day 1. But there is no improvement from Tata about this. This why Tata is still a leader in unreliability. I don't understand why Tata cannot change this. Change in mindset (of customers) needs change in action (by Tata).

2. The current dealer network is absolutely insufficient. Even for its ICE portfolio. Especially on the service front. The service centres are always overwhelming with cars without even space to park the vehicles. I guess Tata themselves did not hope/expect such overwhelming success and sales.

3. The customer experience. The mindset and expectation of a Harrier and Tiago customer are absolutely different. In fact, it is day and night. But Tata, treating both the same way is absolutely unacceptable. It shows their immaturity. Tata MUST significantly pull-up in terms of better customer experience appropriately.

4. Technical expertise is way lagging even with Tata for that matter. Many of the issues/solutions are experimented in customers car. They (Tata and the dealer), do a lot of R&D on a customers car. Customers become guinea pigs for their learnings. For eg - Harrier/Safari is still not niggle free even after 4 years of launch. It is a half-baked product from Tata.

I simply cannot understand why can't a manufacturer be simply reliable. Why can't a product be niggle free if that product is designed for India in India by Indians. What is Tata missing here that other brands know how? Is it because Tata is still in the commercial vehicle mindset ? Is it because of poor leadership? Is it because of so many long timers in Tata still in the old Indica mindset? Is it because Tata is not agile enough to adopt to the trend?
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Old 24th March 2023, 17:36   #6
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Re: Tata Motors to set up exclusive EV showrooms in FY2024

Quote:
Originally Posted by swarnava.ch View Post
This is exactly what I wanted to highlight as well.

3. TML Should bring out EVs of Altroz, Punch - these are the default choices available in TML portfolio but no urgency shown. To spice things up, Bring in Harrier EV or Curv EV etc.
4. Use sister companies like Tata Power and other channels to build E2E ecosystem of a reliable charging Network and associated supply chain.
5. Corporate tie ups - Every TCS Office, Taj Hotel chains, Other Tata Properties should have prominently displayed charging stations for Employees and Guests. Collaborate with other IT companies, Govt Companies, tie ups with Ubers, Olas etc. Zoom cars etc.
TATA Motors is already at work. CURVV and PUNCH EV is on development and will be seeing them on roads soon. Harrier and Safari EVs already on testing. I and sure we'll see them by the end of this year or early next year to be launched by Mid-2024 calendar year.

I just a couple of days ago read that TATA Power did speed up installation of chargers to facilitate EV owners to go to remote tourism locations including all TATA properties like hotels and resorts.

evoindia.com Tata power to build 25000 new EV charging points

zeenews-india.com Indian hotels company collaborates with tata power to install 224 electric vehicle charging stations

Livemint.com Tata power installs EV charging points at ranthambore national park

TATA Motors planning is full at steam with funding of 2 billion dollars achieved and plant, acquired from Ford all set and ready to roll out models both ICE and EVs.

The TATA NEXON EV MAX will be replaced by the TATA CURVV that will be a few notches above the Mahindra XUV400 as it will be lengthier, spacious and feature rich compared to the later as it will have a coupe design with a bigger boot.

So, as the competition heats up keep watching the space. Maruti and other Japanese, Korean and European players and set to fall behind.

Last edited by DRPSREDDY : 24th March 2023 at 17:40.
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