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-   -   Tata & VW exploring a platform-sharing partnership. EDIT: Engagement called off (https://www.team-bhp.com/forum/indian-car-scene/184568-tata-vw-exploring-platform-sharing-partnership-edit-engagement-called-off.html)

Tata Motors and VW are in advanced talks for partnership for sharing modular platforms and technology for Emerging markets.

Source ET.

http://economictimes.indiatimes.com/...w/57280511.cms

Will this be one more Tata Motors partnership that eventually fails ?

Unlike in the case of earlier ones, this one intends to work in the background and may actually work. Sharing of platforms, engines and technology without front-end integration makes sense for both. Fiat JV failed because customers were confused with the different brands sharing showroom and service facilities while having very few technical integration.

Tata can do well with Volkswagen's engines and modular platform expertise. VW could benefit from Tata's manufacturing scale once the new models roll out successfully. Tata can also contribute in bigger vehicles, especially if they leverage LR know how effectively.

VW needs this collaboration more than TML. Remember, platform costs are almost 60% of a vehicle's developmental costs. And from what the canaries sing: talks had been on for close to a year w.r.t. the same subject between the two OEM's.

If one takes a very objective view, the going has been pretty rough for VW over the last year or so. It's reputation as a car maker has been severely tarnished due to the emissions cheating scandal.

In its traditional markets of Western Europe and United States, VW is certainly not being viewed with the same degree of credibility as before. Heck; they even had to drop the "Das Auto" from their global advertisement tagline.

In India the story is worse. With an ageing product line and tepid sales, VW's India operations are under tremendous pressure.
The AMEO project's monthly sales targets are way off the mark. They can't even bring in the MQB, as it will necessitate the setting up of a new line which will suck huge amounts of funds.
The bean counters at Germany are extremely reluctant to part with fresh capital to facilitate a new line of India specific products unless commensurate sales revenue can be guaranteed. The genteel folks at VW India are quaking in their booties for such commitments.
Then: Competition. Traditional European competitor's; such as Renault etc are way ahead in the volumes stakes. PSA is about to move in too. It can be a hit or miss but it will not be very prudent for VW to rule the Gaul out.

So, poor VW in India is really in a bind. Thus the approach to TML to share the Advanced Modular Platform or AMP - which again is very similar to VW's MQB architecture. However Indian engineering ingenuity has developed it at a much lesser cost much to VW's consternation and amazement.

The TML AMP is package protected for all crash norms. It also has the ability to support conventional, electric or hybrid architectures. In fact, a few reliable birdies tweet that VW was mightily impressed when TML had showcased the AMP to them. That the AMP can support a plethora of models - from hatches to sedans to SUV's to MUV's, was another enticement to VW.

On the styling front, one can be sure that the upper bodies for both marques will have their own signature styling cues.
On the retail front too, VW will definitely be positioned as a "premium" marque and TML will faithfully stick to their "more car per car" positioning.

One more important thing: handling the inter-cultural niceties to prevent or reduce to a minimum unending engineering decision making sloth, build-up of ego etc.
In fact, these intangibles, (of course, there were many other technical aspects too), played a considerable part & were responsible for Suzuki's inability to make its venture work with VW.
TML should fare better. They have a history of handling the Germans well and have considerable experience working with them on the engineering front. Plus the present MD is from their ilk, hence the probability of meeting of minds is more than falling out over decisions! :)

This will be an interesting development for the Indian automotive industry. Let's await the formal announcement / press release! TML once saved JLR, who knows they might bring in a breath of fresh air to VW India too!

:)

The amarock which was standing at the b.u bhandari - VW workshop, Wakad, which I documented here: http://www.team-bhp.com/forum/techni...ml#post4114918

was sent to the Tata factory for technology exchange. This is what my service advisor told me. So the things are already rolling. clap:

Latest from the rumored TATA- VW alliance,

Possibility of using the Tata's AMP for VW's new car for ASEAN markets OR whether TATA will do contract manufacturing OR VW using the TATA platform with royalty paid by VW.





L I N K

In talks with VW for partnership: Tata Motors

link

Tata Motors and Volkswagen have officially signed a Memorandum of Understanding (MoU) earlier today.

This will mutually benefit both companies to work together and develop a new range of products which will be shared by Tata, Volkswagen and Skoda brands.

ACI

Hearty congratulations to Tata for developing a cost-effective modular platform! clap:

It looks like Volkswagen have been quite impressed with Tata's AMP that they've decided to utilise this platform for future Škodas and Volkswagens in India (at least the ones priced below 15 lacs).

It's a massive leap for Tata! From still selling cars that were launched a long, long time ago (Sumo, Indica, Indigo) to getting the world's largest (or is it 2nd largest?) car company to share a new modular platform they've developed is no mean feat at all.

Even if Škoda and Volkswagen build different "top hats" on Tata's AMP with different interiors and their own powertrains, Tata would receive a sizeable royalty/licence fee from VAG for using this platform.

In effect, Tata would be making money on every VW & Škoda sold in India and possibly exported (that uses their AMP). They seem to have learned the art of making money from other manufacturers' cars from their old partner Fiat. :)

Tata Motors signs Memorandum of Understanding (MoU) with Volkswagen Group and Skoda for exploring Joint Development projects. Skoda Auto will lead this development for vehicles in the economy segment.


L I N K

Here is the press release from Volkswagen, Wolfsburg - Germany.

- Long-term partnership on Indian sub-continent envisaged

- Goal: joint development projects to expand product portfolio

-ŠKODA to lead project for Volkswagen Group brands

- Project delivers on core initiative of “TOGETHER – Strategy 2025”

"FutuReady" :Shockked:

Just when we though 'Phygital' was the most stupid word that they could come up with. What's with Tata motors and stupid branding efforts these days? :Frustrati

This is interesting. VW is a industry pioneer in modular platforms (MQB), while Tata's platform is unproven and Tata cars are generally not known for great quality at least till recently. Their newer cars seems better built but it is too early to tell. So obviously Tata will gain in terms of VW's platform, engine and electrical technologies which is good for them. If lower costs are the main benefit for VW, I wonder how it is going to work out for them. While Indian customers will be perfectly happy with lower priced VW/Skoda's, they surely will expect german build quality, handling, features and performance out them. Toyota learnt the hard way by launching Etios. This may have long term implications for VW brand. My view is that VW should stop trying to compete with Maruti and try to create and occupy a niche (affordable premium and sporty german cars) between the mass market and premium car brands.

Only if you could have spent time to read few posts in this thread itself:
It will be VW who will be gaining in terms of Tata's platform while I expect the build quality of VW and Skoda to remain the same and Tata to gain from the electrical architecture of VW and hopefully the famed German build quality too.

--Anoop

Yes, the top hat, power train and connectivity will be the differentiating and unique factors while the platform and electrical architecture will be shared. Win win I guess.

this means we can use VCDS on the tata cars too :) yeah!