TATA MOTORS

Master In Business Administration

Topic - Tata Motors

Tata Motors, A Company that cares about the future…

Module: HM022

Research Methods

QMU

Module Coordinator: Professor Jock Anderson.

Lecturer in Charge: Professor. David Goh

Submitted By: HimadriTanayaLenka

Student Matriculation No.: 10010418

Submitted on: Dec 7th 2010

Word count: 1640

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TABLE OF CONTENTS

1.0 BACKGROUND ANALYSIS:-...........................................................................................4

2.0 SITUATIONAL ANALYSIS....................................................................................................4

2.1- EXTERNAL ANALYSIS:...................................................................................................5

2.1.1 POLITICAL:...................................................................................................................5

2.1.2 ECONOMICAL:.............................................................................................................5

The GDP % of India last 4 years. (Economic watch, 2010)....................................................6

2.1.3: SOCIAL DYNAMICS:..................................................................................................6

2.1.4: TECHNOLOGY & ENVIRONMENTAL:....................................................................6

2.1.5: LEGAL:..........................................................................................................................6

2.1.6- INTERNAL ANALYSIS:..............................................................................................7

Bar diagram-1...........................................................................................................................7

Bar diagram-2...........................................................................................................................8

Bar diagram-3...........................................................................................................................8

2.2 BUSINESS STRATEGIES...............................................................................................9

2.3 COMPETITORS................................................................................................................9

2.4 DEMOGRAPHIC ANALYSIS.........................................................................................9

Bar diagram Customer Wise age group.................................................................................10

2.5 KEY PRODUCT AND MARKET POSITIONING.......................................................10

2.6 STRENGTHS AND WEAKNESSES............................................................................11

3.0 MARKET INFORMATION...............................................................................................11

3.1 OPPORTUNITIES AND THREATS............................................................................11

3.2 MARKET TRENDS......................................................................................................11

4.0 COMPITITOR ANNALYSIS..........................................................................................12

5.0 MARKET ACTIVITY/ AUDIT...........................................................................................12

6.0 OBJECTIVITY........................................................................................................................12

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7.0 REFLECTIVE ANALYSIS................................................................................................13

APPENDIX....................................................................................................................................14

APPENDIX-I.............................................................................................................................14

APPENDIX-II............................................................................................................................15

APENDIX-III.............................................................................................................................17

APENDIX-IV.............................................................................................................................17

APPENDIX-V............................................................................................................................18

APPENDIX-VI..........................................................................................................................20

APPENDIX-VII.........................................................................................................................21

APENDIX-VIII..........................................................................................................................26

APENDIX-IX.............................................................................................................................27

REFERENCES..............................................................................................................................29

REFERENCES

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Assignment on Tata Motors in

India

10 BACKGROUND ANALYSIS:-

The foundation of Tata Group was laid in 1868 by Jamsedji Nusserwanji Tata. He helped pave
the path to industrialization in India by seeding pioneering businesses in steel, energy, textiles
and hospitality. During 1945 Tata Group of companies forms Tata Engineering and locomotive
company which subsequently became Tata Motors in 2003. The company began manufacturing
locomotives and first commercial vehicle launched in 1954 in collaboration with Daimler-Benz
AG, upto 1969. The historical green field of Tata Motors refers in (Appendix-I)

As per market demand Tata Motors launched Tata Indica, first fully indigenous passenger car
became a hit in the Indian market, followed by Tata Nano in January 2008, and ranked top 10
corporations in India with an annual revenue exceeding INR 320 billion. (Tata Motors Annual
report,2010)

The first showroom opened at Bombay Residency in 1961which number has increased around
1500 dealers and service points worldwide. (Appendix-II)

2.0 SITUATIONAL ANALYSIS

The situation analysis would show the Tata Motors scoring high on trust but low on ‘street
smart’. The situational analysis is the key to the preparation of an effective marketing plan. The
following components are studied to analyse the present market scenario. (AKER,D,A.2007.
Kotler,P,Keller, K,L,Ang,S,H,Leong,S,M and Tan,C.2009).

2.1- EXTERNAL ANALYSIS: Indian Automobile sectors are highly competitive and the first
quarter of 2010-2011 domestic auto sales shown in (Appendix-III) (SIAM, 2010).

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2.1.1 POLITICAL: India Govt. Planned to manufacture inside India to avoid import and Tata
Motors is the first company to manufacture commercial vehicles and subsequently passenger
cars. The transitions in the growth of India’s automotive industry actually occurred simultaneous
to the major transitions in government policies. The policy framework surrounding the Indian
automotive industry has evolved from a HEAVILY REGULATED one until the 1970s, to
A PARTIALLY LIBERALISED one in the 1980s, and to LIBERALISED one from 1991
onwards.(Global Innovation, 2009)
The automaker said that violent political protests over land had compelled it to stop building the
plant in eastern India for its much-awaited Nano model. (World Business,2008)

2.1.2 ECONOMICAL: The Indian economy, however, was hit in the latter part of the global
recession and the real economic growth witnessed a sharp fall, followed by lower exports, lower
capital outflow and corporate restructuring. It is expected that the global economies will continue
to sustain in the short-term, as the effect of stimulus programs is yet to bear fruit and tax cuts are
working their way through the system in 2010. Due to the strong position of liquidity in the
market, large corporations now have access to capital in the corporate credit markets.(The
integrated Excellence,2008).

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The GDP % of India last 4 years. (Economic watch, 2010)

YEAR 2007 2008 2009 2010

GDP 9.40% 7.30% 5.40% 7.20%

2.1.3: SOCIAL DYNAMICS: Agro, Educational and industrial production increased in many
fold which leads to demand of road transport; hence demand of commercial vehicle has
increased. Simultaneously per capita income has increased, so the demand of passenger cars. .
(India Demographic,2010)

2.1.4: TECHNOLOGY & ENVIRONMENTAL: Tata Motors is equally focused on

environment-friendly technologies in emissions and alternative fuels. It has developed electric
and hybrid vehicles both for personal and public transportation, company is committed to
improving the quality of life of communities by working on four thrust areas- employability,
education, health and environment.

Tata Motors Rajiv Gandhi National Quality Award (Indian Express, 2010)

(Tata Motors Annual Report, 2010, The Economy Times, 2009)

2.1.5: LEGAL: Auto legislation and auto policy in India is primarily meant to regulate the
safety norms of the passengers, environment, industrial growth and employment, `competitive
automotive industry, manufacturing of affordable passenger cars, facilitate indigenous design,
research and development at par with international standards. (Auto Policy, 2010)

2.1.6- INTERNAL ANALYSIS: Company is concerned about production with world class
quality and technology per employee.

Bar diagram-1

(Tata Motors Annual Report,2010)

Sales: Total number of vehicle sales in India is given below

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Bar diagram-2

(Tata Motors Annual Report,2010)

Gross profit: Profit before tax shown below, Rupees in Crores.

Bar diagram-3

(Tata Motors Annual Report,2010)

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2.2 BUSINESS STRATEGIES

Tata Motors India’s largest automobile Company and the market leader in commercial vehicles
and among the top three in passenger vehicles. It is also the world’s fourth largest truck
manufacturer and the second largest bus manufacturer. Tata cars, buses and trucks are being
marketed in several countries in Europe, Africa, Middle East, South Asia, South East Asia and
South America. The business strategies of Tata motors is specified (Appendix- IV)

2.3 COMPETITORS.
The major players in global scenario as well as in India are predominantly present almost in all
the markets, where Tata Motors has a footing. To name few major players in this segment in
India - Ashok Leyland, Force Motors Ltd, Mahindra and Mahindra.

2.4 DEMOGRAPHIC ANALYSIS

Demographic study of TATA motors clientele. A study of the demography is inevitable to
ascertain the market status of a target market. It gives general information about the patters of
usage and the root of demand is also established through it. It helps in establishing the process of
decision making in the family for any purchase. (Witt S.F and Moutinho L,T.1995).

It is revealed from the demographic study that some people from age group of (25-40) prefer
passenger cars e.g. Indica, Indigo LS for taxi purposes, whereas others from the same age group
prefer passenger cars from Maruti-Suzuki and other available brands.

Indian upper middle class usually prefer SUV’s e.g. Safari from Tata, Scorpio from Mahindra
etc., and the sold reason being to be cost, comfort, safety and dependability. A study of the
commercial vehicle segment indicates a clear preference of the Tata products over any other
Brands. The reason attributed to this is found to be Tata’s social initiatives, commitment for
better product and consistent after sales service over the years. (Annual Report Tata Motors,
2009).Indian demographic status up to 2010 given below and the total population is 1173108018
July 2010 est. (Demographic India, 2010)

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Age Group 0-14 age 15-64 age 64 age and

above
% Male and 30.5% 64.3% 5.2%
Female

Bar diagram Customer Wise age group

2.5 KEY PRODUCT AND MARKET POSITIONING

The Key Products ranges of Tata motors are broadly divided into the following segments. The
strategy behind in the market positioning of Tata Motors products as cited in (Appendix- V).The
market environment was changing. Auto industry in India has been hit hard by the global
financial recession. Work force of auto industry of India is relatively well trained. All these
factors indicate that there could be a decent future for India auto industry in days to come. (Read,
P.2006)

Inspite of all these Tata motors grows from strength to strength utilizing its vast dealership
network, committed engineering hands, spin ovation of technology, committed after sales
service, reassuring the brand value of Tata among customers, time bound delivery to institutional
customer in commercial transportation sector, cost effective NANO, expanding target markets
abroad. Finally they have proven that there firm to stay and stay with dignity.

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2.6 STRENGTHS AND WEAKNESSES

SWOT comparison is essential for the formulation of any market strategy. Once a company
identifies its primary competitors, it must ascertain their strategies, objectives, strength and
weaknesses.(Kotler and Keller,2009).Tata Motors has taken analytical majors to evaluate its
strength and weaknesses, supported by strong market information systems indigenously
developed by experts of the company and external agencies. The strength and weaknesses of
Tata motors is specified (Appendix- VI)

3.0 MARKET INFORMATION

The market information in 2009 estimated rate of growth of India auto industry is going to be 9
percent. There is still hope for automobile industry of India in 2009 as there are certain factors
working in its favor. Middle class dominates India. This class is considered as potential
consumers for India auto industry in years to come. (Apendix-V)

3.1 OPPORTUNITIES AND THREATS

The opportunities are the new markets, exports and acquisitions. The group requires overcoming
the weakness; such as distribution, value chain innovation and macro environment in order to
serve the global markets with high quality and low price..(The integrated
Excellence,2008).Within the home country the threats are developing due to the India’s recent
mergers of global markets and in global markets threats are already exist. The Opportunities and
threats are specified (Appendix- VI).

3.2 MARKET TRENDS

Tata Motors has made record lunching its Tata Nano rated for its Rs.1,00,000/-price tag in
Jan.2008,as per societies demand. Since joint family concept is changing to single family
concept day by day, the trend of the day is small, fuel efficient and least polluting environmental
friendly cars. (AAKER,D,A.2007) (BBC news, 2008)

4.0 COMPITITOR ANNALYSIS

Competitor analysis is a important of a organization to improve its brand and position in the
market. (Kotler and Keller. 2006)

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Major competitor’s of TATA – Hyundai, Honda, Maruti-Suzuki and the like. Hyundai, a major
automobile establishment of South Korea, has put in large sums of money in India automobile
market. Companies like Honda, General Motors, Maruti Suzuki & Hyundai. have major plans
lined up for India auto industry and are likely to invest a huge amount of money in India
automobile market As per the estimates, India auto industry is going to become a major hub for
small car manufacturing organizations in future.(Appendix-VII)

5.0 MARKET ACTIVITY/ AUDIT

For long term financial plan and expansion of the new product (Nano) Tata has decided to raise
funds from the stock market rather than going for loan option. In financial year 2006 Rs. 36641
million loan was taken and in the year 2007 Rs.79137, I, Million loan was taken, and also the
company’s net profit have gone down abruptly from 6.8% in 2005 to 5.6% in 2007, most
probably because of the rising cost of the raw material used by the company but still the profits
of the Tata Motors remain highest than other auto manufacturers. (Appendix-VIII).

6.0 OBJECTIVITY
Living up to the tradition of the TATA group, the Tata Motors is committed in letter and spirit to
corporate social responsibility. It is a signatory to the United Nations global compact, and is
engaged in community in social initiative on labor and environments standards in compliance
with the principles of Global compact.

The success of this group is attributed to eight major factors.

• Entrepreneurial vision.
• Business excellence.
• Professionalism and Trust.
• Focus, brands.
• Focus on Innovation and technology.
• Emphasis on ethical business practices.
• Commitment to ideals that put people before profits (Societal Commitments).
• Fortitude in the face of adversity.

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7.0 REFLECTIVE ANALYSIS
Tata motors goal and strategy get reflected in the business decisions taken by the company over a
period of time. Tata Motors believe in technology for tomorrow with an annual expenditure on
R&D is approximately 2% of the total turnover (Tata Annual report-09-10). In view of the
present global financial crisis Tata has taken some finite steps to improve operational efficiency
by using huge dealership network, aggressively implement restructuring of internal cost
framework, drastically reduce operating expenditure prefer nonessential capital expenditure,
ensure capacity expansion and put on hold any plans for acquisitions unless considered
strategically critical.(Appendix-IX)

The foundation of the company’s growth over the last 50 years is a deep understanding of Price,
People and Process, translate them into customer’s desired offerings through physical evidence
(Vehicle Models) leading edge of R & D with over 3000 Engineers and Scientists. The
company’s Engineering Research center has established in 1966 has pioneering technologies and
products through wide promotion network.

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APPENDIX

APPENDIX-I
TATA MOTORS LTD

1. Background Analysis

It has been a long and accelerated journey for Tata Motors, India's leading automobile
manufacturer. Some significant milestones in the companies’ journey towards excellence and
leadership.

Tata Engineering and Locomotive Co. Ltd. were established to manufacture

1945
locomotives and other engineering products.
Collaboration with Daimler Benz AG, West Germany, for manufacture of medium
1954
commercial vehicles. The first vehicle rolled out within 6 months of the contract.
One millionth passenger car produced and sold
2005 Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial
Vehicle Co. (TDCV)
Tata Motors vehicle sales in India cross four million mark
2006
Passenger Vehicle sales in India cross one-million mark
2007 Rollout of the one millionth passenger car off the Indica platform.
Tata Motors' new plant for Nano to come up in Gujarat.
2008 Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.
Tata Motors completes acquisition of Jaguar Land Rover.
Tata Nano wins the Indian Car of the Year (ICOTY) Award
2009
First Jaguar Land Rover showroom opens in India.
Tata Ace becomes India's first 1-lakh brand in goods commercial vehicles.
Jaguar Land Rover announces opening of its Dealership in New Delhi
2010 Tata Motors to construct heavy truck plant in Myanmar under Government of India’s
Line of Credit.
Tata Motors declared as the Commercial Vehicle Maker of the Year.
(Tata Motors, Milestones,2010)

APPENDIX-II

Dealers & Service Points Network:

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(Tata Motors, Locate a Dealer)

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APENDIX-III

The overall production data for April-June 2010 shows production growth of 33.27
percent over same period last year with industry producing 4,091,485 vehicles.

Domestic Sales

Passenger Vehicles segment in April-June 2010 grew at 32.70 percent over same period
last year. Passenger Cars grew by 33.43 percent, Utility Vehicles grew by 25.36 percent
and Multi Purpose Vehicles grew by 39.19 percent in April-June 2010 over same period
last year.The overall domestic sale of Commercial Vehicles segment registered growth at
54.72 percent in April-June 2010 as compared to the same period last year. Medium &
Heavy Commercial Vehicles (M&HCVs) registered growth at 83.12 percent and Light
Commercial Vehicles grew at 35.68 percent. During April-June 2010, Three Wheelers
sales recorded a growth rate of 15.17 percent. While Passenger Carriers grew by 16.53
percent and Goods Carriers grew at 9.98 percent in this period.

Two Wheelers registered a growth rate of 27.60 percent in April-June 2010. Scooters,
Mopeds and Motorcycles grew by 48.18 percent, 24.39 percent and 24.13 percent
respectively.

(SIAM, 2010)

APENDIX-IV
Star Question ark

Cost Leadership Differentiation

Cash Cow Dogs

Cost Focus Differentiation Focus

(The integrated excellence,2008)

Broad Target: Cost Leadership and Differentiation.

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Narrow Target: Cost Focus and Differentiation Focus.

APPENDIX-V
Table-1

Category Industry Sales (Nos.) Company Sales (Nos.) Company

Market Share
(%)
2009-10 2008-09 Growth 2009- 2008- Growth 2009- 2008-
10 09 10 09
Commercial 582,538 415,724 40.1% 373,842 265,373 40.9% 64.2 63.8
vehicles
Passengers 1,899,144 1,521,421 24.8% 260,020 207,512 25.3% 13.7 13.6
Total 2,481,682 1,937,145 28.1% 633,862 472,885 34.0% 25.5 24.4
Table-2

Category Industry Sales (Nos.) Company Sales(Nos.) Company

Market Share
(%)
2009- 2008- Growth 2009- 2008- Growth 2009- 2008-
10 09 10 09 10 09
M&HCV 245,06 183,51 33.5% 155,16 113,69 36.5% 63.3 62.0
3 6 1 7
LCVs 337,47 232,20 45.3% 218,68 151,67 44.2% 64.8 65.3
5 8 1 6
Total 582,53 415,72 40.1% 373,84 265,37 40.9% 64.2 63.8
8 4 2 3

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Table-3

Category Industry Sales (Nos.) Company Sales(Nos.) Company

Market
Share (%)
2009- 2008-09 Growt 2009- 2008- Growt 2009- 2008-
10 h 10 09 h 10 09
Small car (Mini 1,191,3 935,386 27.4% 158,09 115,16 37.3% 13.3 12.3
+ Compact) 00 3 0
Mid size car 225,726 245,571 (8.1)% 68,420 53,057 29.0% 30.3 21.6
Utility 270,724 223,255 21.3% 33,507 39,295 - 12.4 17.6
Vehicle/SUV 14.7%
Total Passenger 1,899,1 1,521,4 24.8% 260,02 207,51 25.3% 13.7 13.6
Vehicle 44 21 0 2
(Business Overview, Tata Motors)

Source-Society of Indian automobile Manufacturers report and company Analysis*Including Fiat

and JLR branded Cars.
Bar diagram-1

APPENDIX-VI

STRENGTH WEAKNESSES

Experience Value Chain

Micro environment Distribution

Leader in Commercial Vehicle Macro Environment

Resource and capabilities India only

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OPPURTUNITIES THREAT

Exports Free Market

New Products(Low Cost) Low Barrier

New Markets Globalization of The Economy

Acquisition and Mergers Entry of International Majors into

Truck, B&C segment cars
(The integrated Excellence,2008)

Table no-2

SALES OF PASSNGER CARS/ UTILITY VEHICLES

Company Sept '09 Sept '10 % Increase

Maruti Suzuki India Ltd 83,306 108,006 29.65

GM 7,654 8,617 13
Ford 3,405 8,380 146
Hyundai 53,802 51,441 -4.4
Tata Motors 52,513 64,668 23
Mahindra & Mahindra 28,434 35,177 24
Toyota 5,748 6,235 8.5
Honda 5,794 7,728 33.38
TOTAL 240,656 290,252 20.6
(Automobile India,2010)

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APPENDIX-VII
Automobile Domestic Sales Trends
Number of Vehicles
Three
Categor Passenger Commercia Wheeler Two Grand
y Vehicles l Vehicles s Wheelers Total
2003-04 902,096 260,114 284,078 5,364,249 6,810,537
2004-05 1,061,572 318,430 307,862 6,209,765 7,897,629
2005-06 1,143,076 351,041 359,920 7,052,391 8,906,428
10,123,98
2006-07 1,379,979 467,765 403,910 7,872,334 8
2007-08 1,549,882 490,494 364,781 7,249,278 9,654,435
2008-09 1,552,703 384,194 349,727 7,437,619 9,724,243
12,292,77
2009-10 1,949,776 531,395 440,368 9,371,231 0

Automobile Production Trends

(Number of Vehicles)

Passenger Commercial Three Two Grand

Category
Vehicles Vehicles Wheelers Wheelers Total
2003-04 989,560 275,040 356,223 5,622,741 7,243,564
2004-05 1,209,876 353,703 374,445 6,529,829 8,467,853
2005-06 1,309,300 391,083 434,423 7,608,697 9,743,503
2006-07 1,545,223 519,982 556,126 8,466,666 11,087,997
2007-08 1,777,583 549,006 500,660 8,026,681 10,853,930
2008-09 1,838,593 416,870 497,020 8,419,792 11,172,275
2009-10 2,351,240 566,608 619,09310,512,889 14,049,830

Domestic Market Share for 2009-10

Passenger Vehicles 15.86

Commercial Vehicles 4.32
Three Wheelers 3.58

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Two Wheelers 76.23

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GROSS TUNROVER OF THE AUTOMOBILE INDUSTRY IN INDIA
(IN USD
Year MILLION)
2004-05 20,896
2005-06 27,011
2006-07 34,285
2007-08 36,612
2008-09 38,238

(SIAM,2010)

Strength and Weakness of The Compitator.

Sl competitors Strength Weaknesses

no
1 Honda • High and powerful research • Cost structure of Honda
and development R&D is high as compare to

• Innovation other automobile

manufacturers
• Best market share leadership
• Apart from Nissan &
• Strong and powerful brand
Toyota, Honda requires
equity
privileged purchase
• Different and unique deposit
products
• Honda focus more on
• One major strength is the international deposits as
revolutionary engine compare to domestic
technology with the help of deposits
which Honda is gaining
• Civic model is consider
success day by day
as one of the major
• Popularity is termed as one weakness for Honda
of the best strength which Company
results in betterment for the
• Honda products are
company
termed as inoffensive in

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terms of style and design

• Prices for non-luxury

vehicles are far high as
compare to other
manufacturers

• In truck line, Honda

Company is not offering
strong products and
proposals

2 General General Motors • Diminishing Dealers

Motors network
• Branding
• Insufficient liquidity
• World wide presence
• Inadequate performance
among some business
segment
• Low debt ratings.
3 Maruti Suzuki Maruti Suzuki

• Established distribution and • Lack of experience in

after sales market foreign market
• Understanding of the Indian • Compare new to diesel
market cars
• Ability to design products • People resistant to upper
with differentiating feature model
• Brand image • Heavy import tariffs on
• Experience and know how in fully built imported
technology models.
4 Hyundai Hyundai

• Strong domestic market • Design

• Good quality • No luxury cars
• Cheap labour cost • No innovations

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APENDIX-VIII
YOY growth in August 2010 (%)

yoy growth in August 2010

Car Brands (%)
Mahindra &
Mahindra 29
Toyata Kirlosker
motor 26
Tata Motors 32.38
Hyundai India 17.2
Chevorlet India 34
Maruti Suzuki 23.56
Ford India 220
Skoda India 24

(carblogindia.2010)

APENDIX-IX

Shooting Star Question Mark

Heavy vehicle 1. Nano
2. Tata Safari
Rigid Trucks 3. Tata Sumo
○ SE 1613 697 TCIC 4x2 4. Jaguar Lands Rover
○ SE 1613 TC 4x2 BS2 5. Tata Aria
○ LPT 1613 697 TCIC 4x2 6. Tata 207 DI EX-Single

○ LPT 1613 TC 4x2 BS2 cab

○ LPO 1512 TC 4x2 BS2

Truck Chassis
○ LPT 2515 697 TCIC 6x2

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BS2
○ LPT 2515 TC 6x2 BS2
○ LPT 2518 6x2
Tippers
○ SK 1613 697 TCIC 4x2 BS2
○ SK 1613 TC 4x2 BS2
○ LPK 1613 697 TCIC 4x2
BS2
○ LPK 2516 TC 6x4 BS2
○ LPK 2530 TC 6x4 BS2
Cash Cow Dog
Passenger Car Tractor Trailers
1. Tata Indica 1. PS 3015 TC 4x2 BS2
2. Tata Indigo 2. LPS 3516 TC 4x2 BS2
3. Tata ACE 3. LPS 4018 TC 4x2 BS2
4. K 1613 697 TCIC 4x2 BS2
5. SK 1613 TC 4x2 BS2
6. LPK 1613 697 TCIC 4x2 BS21
7. SE 1613 697 TCIC 4x2
8. SE 1613 TC 4x2 BS2
9. LPT 1613 697 TCIC 4x2
10. LPT 1613 TC 4x2 BS2

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