Tata Motors, India’s largest commercial vehicle manufacturer, along with its authorised distributor DRB-HICOM Commercial Vehicles Sdn Bhd (DHCV), recently launched the Tata Super Ace and Ultra range of commercial vehicles in Malaysia. These vehicles are said to be designed for the modern commercial vehicle customer, with superior performance, world-class cabins, high load carrying capacity and flexible body-load configurations.
Tata Motors and DRB-HICOM Introduce Three New Commercial Vehicles to the Malaysian Market
Tata Super Ace
The Tata Super Ace is a 1-tonne mini-truck for inter-city and intra-city transportation solutions. Powered by a 1405cc diesel engine and combined with a new body design and cutting edge technology, Tata says the Super Ace offers customers the opportunity to start their dream business with a very small investment. The Super Ace is based on the popular Tata Ace mini-truck. Having sold beyond a million units since it was first launched in 2005, the Ace is described as a revolutionary product and the result of Tata Motors deep understanding of the market and consumer. Tata says the Ace is a preferred choice for last-mile transportation with a footprint spanning 28 countries across South Asia, Africa and Asean region. The Super Ace could be customised for various small scale business operations, for transporting construction items, food grains, fruits, FMCG and white goods or configured to be a food truck, ice cream truck or mobile store on wheels.
Tata Ultra range of commercial vehicles
Based on a combination of world-class performance parameters, with enhanced levels of durability and reliability of the Ultra platform, Tata Motors says this range would set new benchmarks in the intermediate commercial vehicles space in Malaysia. A combination of driver comfort, high load carrying-capacity and safety, along with best life-cycle cost, is expected to make this new offering versatile for various applications.
The Ultra 814 has enhanced levels of durability and reliability on the Ultra platform. It is powered by new generation NG 3.0 Lt CRDI engine coupled with a next generation transmission. Available in 4.5T payload with highest body option of 5.5m, Tata says the Ultra provides customers complete flexibility for varying business requirements. All these together make the Ultra 814 a ‘reliable asset and the most efficient solution for optimum business profitability’. The Ultra 1014 offers faster turnaround time and enhanced profitability for any goods carrying business, making it an ideal workhorse for movement of materials across distances. Its driveline is the latest NG 3.0Lt engine with an output of 140hp, a new-generation transmission with aluminium casing – the 6-Speed – G-550 overdrive gear box, with cable-shift mechanism and axle technology, and reduced weight provides ‘superior performance and greater fuel efficiency for varied payloads’. Tata says the longer wheelbase of 4530mm makes Tata Ultra the perfect Business Utility Vehicle.
DRB-HICOM’s Dato’ Abdul Harith Abdullah, Chief Operating Officer, Automotive Distribution, Defence and Manufacturing & Engineering, said the launch was a key milestone for the Group in getting a foothold in the growing CV (commercial vehicle) market in Malaysia.
“With these new products, which are competitively priced with superior features, we are confident it would gain traction among our target users in the near term. DHCV’s deep expertise in the area of importing, assembling and distributing foreign marques in Malaysia is well established since 1979.
“Our local knowledge coupled with a robust dealer network across the country has been crucial to our success thus far. With our partner Tata Motors, we are confident about making a significant impact in the selected commercial vehicle categories and thus grabbing market share incrementally in what is a very competitive niche market. The economy is poised to grow this year, which bodes well for our joint venture with Tata Motors.”
Harith added that they were very confident about the market acceptance of the new Ultra variants and specifically, Tata Super Ace, which was expected to be popular with small business owners across Malaysia.
Rudrarup Maitra, Head – Commercial Vehicles, International Business, Tata Motors, said: “Malaysia is one of our key markets in South-East Asia and we are delighted to be a part of one of the fastest growing Asean nations. An integral part of our presence here is DRB-HICOM, a partner that has showcased tremendous enthusiasm and passion over the years. With this partnership we could truly establish a long-term relationship with our customers in Malaysia. It gives us immense pleasure to chart our growth story and expand our portfolio in this market. We are delighted to bring the three new commercial vehicles to Malaysia.”
DHCV and Tata Motors said they would continue to explore new potentials and customer’s preference, and conduct researches for new product variants to sustain their growth and expansion for the medium to long term.
Customers in Malaysia are currently served by a network of 24 outlets located at strategic locations and in major townships nationwide. DHCV aims to expand this reach in tandem with sales growth and market.
