Contents

VOL 2 | ISSUE 3 | DECEMBER 2011

36| TATA STORY

Tata: The salt to software brand
A photo feature on the seven sectors that Tata group operates in

40| CUSTOMER SPEAK

} The right fit

Djibril N'diaye, Secretary General of the Senegal transporters union AFPTU, speaks about Tata buses
} Incomparable mileage

A customer from Nepal speaks about Tata Nano

43| TRAVEL AND LIVING 04| COVER STORY

At home in Africa By offering a portfolio of transport solutions, Tata Motors is leading a change in the way Africans drive Enchanting Egypt Exploring majestic pyramids and cruising the Nile makes for a unique travel experience

14| NEWS
In the news
News about Tata Motors from around the world

} Green buses for a green future

Tata Motors is being recognised as an international supplier of environment-friendly technologies

26| EVENTS
} Johannesburg International

46| INTERACTIVITY
Spot the vehicle

Motor Show } AidEx 2011 Show } Enterprise India Show in Yangon, Myanmar

18| SPOTLIGHT
Prime trucking World-class technology and low-operating costs makes Tata Prima a complete package for truck owners

32| INTERVIEW
} Foray into green

Interview with Dr John Richmond, Head of Advanced Engineering, Tata Motors European Technical Centre
} From tokunbo to Tata

EDITORIAL TEAM Anisha Ashokan Gayatri Kamath Maya Gunavanthe Medini Bhatwadekar Nithin Belle Roxana Cooper Shalini Menon Shubha Madhukar Suchita Vemuri DESIGN TEAM Ashwini Baviskar Sonal Sonavane Sudipta Sarkar A Tata Motors International quarterly Content and design by The Information Company Websites: www.tatacarsworldwide.com, www.cvglobal.tatamotors.com

22| IN FOCUS
} The tough and easy ride

Tata Xenon with its sleek looks and safety features is an ideal outdoor vehicle

Interview with Sudeep Ray, Executive Director, Tata Africa Services (Nigeria) and Regional Director for West Africa at Tata Africa

Editorial
To a marketing person, Africa is like a giant jigsaw puzzle where the pieces sort of fit together, and the picture makes sense when seen as a whole. Africa is the world's second-largest continent (after Asia) and home to one billion people spread across 60-odd, vastly-diverse countries. To make sense of Africa, one has to take it a piece at a time, and be willing to spend time understanding each piece. That is what Tata Motors is doing since it renewed its focus on Africa about 7-8 years ago going in deep and understanding the nuances of each market. And that is the way Strides is covering the Africa story a piece at a time, and with enough depth to make each story worth lingering over. Readers may remember that the last issue covered South Africa, one of the company's major markets in the region. In this issue, our cover story takes you on a whirlwind tour of several north and central African countries, bringing in a bit of local flavour and a few tantalising glimpses of their exotic terrain. What makes the Africa story an interesting read is the different insights that emerge from each locale. Strides will be happy to portray more such tales in future issues. Moving on from Africa to another region of the world, we visit Chile where Tata Xenon is making waves along with big wave rider Cristian Merello, and is also being used as a winter rescue vehicle in that country of icy mountainous roads. One of Tata Motors' vectors of evolution that Strides is especially pleased to cover is the company's increasing greenness. This issue has a story on Tata Motors' new range of hybrid buses that are a part of Madrid city's carbon reduction efforts, and an interview with John Richmond, Head of Advanced Engineering at Tata Motors European Technical Centre, UK, on new developments in green automotive technology. We're also giving readers a quick tour of Tata Prima, one that visually explains all the global inputs that go into its making and why it well deserves the title of the world truck. There are plenty of other nuggets in this issue, such as the travel and living piece on Egypt that provides a quick look at that land of sphinxes, pharaohs and pyramids. So do dive in for more stories of people making tracks across the world. As 2011 draws to a close, the Strides team wishes you all peace and prosperity in the new year. Regards, The Strides editorial team

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COVER STORY

At home in Africa
Tata Motors has made itself a vital part of the African continent by embedding itself into local economies
h ere has been a quiet but highly significant change happening in Africa, one that is most visible on the roads of this huge continent. What's changing is the way Africans are driving. The old veterans of the roads the car rapide of Senegal, the tokunbo of Nigeria and the drudruni of Mali are giving way to a resurgence of new auto brands, new vehicles and new applications. The old, dilapidated, European castoffs that formed the main transport for African nations are now being replaced with spanking new cars, buses and trucks bristling with modern technology. And one of the bigger auto manufacturers driving this change is Tata Motors. Tata Motors has been in Africa for decades now, but its reach and spread across dozens of countries in the northern half of Africa has increased dramatically in the last few years. From a level of exports that hovered around 1,500 in 2005, the demand for Tata Motors vehicles in northern and central Africa has quadrupled to as many as 6,000 vehicles in the current year, and is expected to touch 25,000 in the next couple of years. Today the emblem of Tata Motors can be seen cruising down roads in as many as 34 countries across North, Central and West Africa from up north in Algeria and Libya, to down south in Angola and Democratic Republic of Congo (DRC), and from Ethiopia and Sudan in the east to Senegal and Cote d'Ivoire in the west.

weather and usage conditions: these cars, buses and trucks are affordable, robust and low on maintenance and operating costs, in addition to offering safety and comfort features. In the passenger car segment, for instance, Tata cars offer a high value proposition as compared to the second hand cars that are predominant in the region, because of their ruggedness and ability to handle under-developed roads. In fact, the biggest challenge in the region has been getting customers to move away from used or second-hand trucks and opt for new vehicles, says Anil Sekhar, regional manager (North and West Africa) for Tata Motors. In response to local demand, Tata Motors is offering complete transport solutions that combine attractive financing options for new vehicles along with value-added services like extended warranties, easy availability of genuine spare parts and annual maintenance contracts to its customers. The icing on the cake is the support of an extensive after sales and service network. In several countries, Tata Motors has put down physical roots in the form of local representative offices and warehouses with the help of Tata Africa (the Tata holding company in the region). The sales base has been further strengthened through a network of channel partners, distributors and dealers who offer sales and after-sales support. Some of the bigger bases, such as Senegal, Ghana and Nigeria also support sales in neighbouring nations in a hub-and-spoke arrangement that has worked very well in establishing new markets in Liberia, Togo, Gambia, Chad, Benin, Gabon, Mauritania and so on.

PERFECT MATCH
Though the factors that make Tata Motors vehicles popular are different from country to country, in essence its success comes down to a combination of three key elements products, positioning and presence. One of the main positives that Tata Motors is able to offer its Africa customers is a portfolio of transport solutions both commercial and passenger that are designed and developed to suit local road,

LOCAL IMPACT
But what is common across these countries is the impact that Tata Motors vehicles have on local communities. In Senegal, Tata buses have visibly impacted the lives of commuters so much so that irrespective of the actual brand, all buses are now simply called Tata. In DRC, the local mining

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industry has got a huge boost through Tata vehicles. Local governments in Nigeria are consulting Tata Motors on ways to optimise their waste management systems (See box: Managing waste on page 10). Ace pickups in Sudan are enabling local entrepreneurship by being used as mobile canteens and shops. In Algeria, Tata buses have been a part of the earthquake rehabilitation effort and are known as Bonne Conception autobuses (good concept buses). In several places, Tata Motors has gone the extra mile by training local staff and customers in looking after Tata vehicles. In Senegal, for instance, the company has partnered with the government to set up a Technical Training Institute, which will create new jobs and improve employability in the country. This type of deep engagement and connections in local economies goes a long way in building strong relationships on the ground. In most of the countries, Tata Motors has made clear its intention to be a long-term partner in building local economies wherever possible, the company has bonded with local partners to add new jobs and new investments to the economy. In Senegal, Tata Motors has partnered

with Senbus Industries to build a bus assembly plant that will take care of that country's long-term transport requirements. The company is also planning to set up new assembly plants in Morocco and Egypt through local partnerships, and is setting up bases in Libya and Tunisia. A big plus is the support of the Indian government through a line of credit that helps African nations build much-needed infrastructure. This strategy of local connections has helped Tata Motors establish itself as a local brand. Yet the fact remains that the story of Africa is a fragmented and complex one. Several countries of Arab Africa are currently facing political turmoil with the spread of the Arab Spring movement. At the same time, countries such as DRC, Algeria and Nigeria are making big investments in infrastructure with road transport being a big component. These emerging markets are growing steadily, thus making Africa an attractive destination for automakers. In order to convey this diverse array of market characteristics, Strides presents a selected compilation of countries that form a part of the history of Tata Motors in Africa.

Tough times never last but tough buses do!

Tata Motors buses are a part of the history of Algeria as they were used as rescue vehicles after the devastating earthquakes of 1980 and 1993. In fact, old Tata 1612 buses can still be seen on the road, and in the kasbahs of Rouiba and Algiers, wearing a shirt with the older Tata emblem means

ALGERIA
Tata Motors present since: 1973 What's popular:
w LP 613 buses (called Bonne Conception autobus or good

concept buses) Milestones:

w 2,300 vehicles, primarily Tata Safaris, supplied to the

Algerian army w 40 per cent market share in urban transport sector in the capital city Algiers
Tata Motors continues to introduce new models in Algeria

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an automatic invitation to tea or lunch with veterans who will share their memories of how Tata buses helped them during the tough times after the earthquake. Today Tata buses are popular not only because of their robustness and suitability, but also because of the steady infusion of new models with new features and the strong bonds with local channel partners. There are about 2,000 Tata Motors vehicles in Algeria, with Tata buses being most visible in Algiers.

Algeria is in the midst of a modernisation programme and is seeking to diversify its economy (which is heavily reliant on hydrocarbons) by developing other sectors such as agriculture and services. Job creation is a priority and Tata Motors and its channel partner have started a major programme to help the educated unemployed in Algeria. Tata Motors distributor in Algeria Sarl CVM Motors has launched a new initiative that helps unemployed youth get 50 per cent interest-free credit to buy a bus, with the balance coming from government self employment schemes.

Wealth from the earth

DEMOCRATIC REPUBLIC OF CONGO
Tata Motors present since: 1993 What's popular:
w LP 613 w LPO 1316 w LPO 1318 buses w LPK 2523 tippers The Democratic Republic of Congo (DRC) is the 12th largest country in the world and the second largest in Africa. The nation has huge resources of mineral wealth; it is the worlds largest producer of cobalt ore, and one of the major producers of copper, coltan and industrial diamonds. Construction and mining are expected to be growth drivers in the immediate future. Tata Motors is represented in DRC by Zahira sprl, an association that dates back to 1993. At that time, Zahira sprl had just 30 employees and the annual turnover was $2 million. Today it has 300 employees and fully-equipped facilities in Kinshasa and in the mining city of Lubumbashi. With Zahira sprl, Tata Motors business has grown 15 times, from annual

Milestones:
w 228 urban transport buses to state

transport authority of Kinshasa w More than 150 tippers and 40 buses to mining companies w More than 200 buses and tippers to Katanga governor's office

Passenger cars were launched in Democratic Republic of Congo in 2008

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retail levels of just over 50 units in 2005-2006, to about 750 units this year. Tata Motors has over 30 models in DRC, ranging from small commercial vehicles and pickups (Tata Ace, Xenon, Telcoline, 207 DI) to heavy dump trucks. The most popular tipper is the LPK 2523; there are more than 80 units plying in the mines of DRC, with another 100 more expected to be retailed this year. There are nearly 3,000 Tata buses and trucks in the country today. Passenger cars were launched in DRC in 2008. Apart from the Indica, Indigo and Safari models that are in demand, Tata Motors has developed a Sumo 10-seater model specifically for the DRC taxi segment that offers air-conditioned and comfortable transport as an option to older vans and pickups. This has now become the company's largest selling passenger car product in DRC. Tata buses are the most popular urban carrier in DRC, being used by government bodies, companies, schools and universities, and intercity transporters. Sale of buses has doubled over the past two years, with LP 613, LPO 1316 and LPO 1318 being the most popular models. The success of the Tata brand in DRC is mainly due to the strong after sales support from Zahira sprl, along with good supply of spare parts at very affordable prices, Tata Motors-trained technicians and the 24x7 onsite service support to clients. Frequent service campaigns wherein the vehicles are checked and serviced with huge discounts, have led to greater trust in the brand. The campaigns have an added humanitarian aspect to help curb accidents, drivers get a free eye check-up from qualified ophthalmologists and also spectacles, free of cost.

Tata trucks are a popular choice for mining industry in Congo

A Tata Motors-Zahira felicitation function

The need for transport

One of Africa's poorer nations, Ethiopia is dependent on grants and donations from the developed world and has been badly affected by the global economic meltdown. But the Ethiopian government is now focusing on building the road network and Tata Motors is one of the partners in this process. The government is also exploring financing options for improving its public transportation. For instance, the government is now encouraging banks to provide finance for purchasing buses. This move has encouraged locals to consider going in for newer models such as the Tata range of buses. The fact

ETHIOPIA
Tata Motors present since: 2002 What's popular:
w 207 DI w Xenon w LPT 709 w LPT 1618 w LPO 1618

Milestones:
w Tata Motors is an approved vendor to

the government
w Tata buses are the most preferred

buses in Ethiopia

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Armed with the financing option, Ethiopians are now choosing newer models from the Tata range of buses

that Tata Motors is an approved vendor has helped boost local confidence in the brand. Apart from buses, Tata pickups and trucks are also in demand. Affordability is a big factor in Ethiopia and Tata vehicles, being priced at two-thirds the costs of Japanese, Korean or European models, are popular. Moreover, Tata vehicles also offer high durability, a wide range of products, customised options and

low operating costs. Another reason is the availability of spare parts and service touch points in four different regions Addis Ababa, Mekele, Awasa and Bishoftu. But one of the biggest factors that has made Tata a recognisable brand in the region is the backing and after-sales support from Paul Ries & Sons, a very old and highly-respected business house.

An island of peace
Akwaaba! Welcome to Ghana, formerly known as the Gold Coast, a country that has attained political stability after several years of civil strife. In 2011, an International Monetary Fund study listed it as one of the world's fastest growing economies, with an economic growth rate predicted to be about 20 per cent. Tata Motors exports to Ghana were sporadic until Tata Africa Holdings Ghana, a subsidiary of Tata International, was appointed as distributor in 1998. Currently, the company has its corporate and sales office in Accra, and a state-of-the-art workshop, showroom and three warehouses in the port city of Tema. PHC Motors was appointed as the Tata dealer in 2003 and they have helped Tata Motors build the most extensive network in Ghana (See box: An experience

Inaugurating the 3S facility: (From left) Tata Africa Holdings MD Raman Dhawan; Ghanas Minister of Trade and Industry Hannah Tetteh; Paramount Chief of Kpone Traditional Area Nii Tetteh Otu II and Indian High Commissioner to Ghana Ruchi Ghanshyam

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beyond expectations on page 13). Apart from the facilities present in Accra and Kumasi, PHC Motors has six service centres across the country.
The company launched its passenger cars in Ghana towards the end of 2006 and has been a prominent player ever since. Currently, Tata passenger cars enjoy 15 per cent market share and have secured several prestigious institutional orders that have helped to increase the visibility of the Tata brand in the country. The 600-odd Indigo vehicles supplied to taxi operators can be seen plying all over Accra as well as in other prominent cities and have really established the robustness of the cars in the country. Tata Motors has just launched the Indica Vista and will be launching Manza in early 2012. Although used vehicles dominate Ghana's commercial vehicle market, Tata Motors has carved out a 25 per cent market share of new vehicles sold, with the LPT 709 as the highest selling truck in the market. Tata Ace is very popular with more than 300 vehicles being sold in two years. Today Tata Motors ranks third in the market after Toyota and Nissan, and its current vehicle park size is more than 10,000 vehicles.

Promoting Tata Ace applications

GHANA
Tata Motors present since: 1998 What's popular: w LPT 709 w Ace w Indigo Secondary markets: Milestones: w Burkina Faso w About 600 Indigo cars for taxi services w Togo w 140 buses to Metro w Benin Mass Transit w Liberia w 200 vehicles to Ministry of Interiors

On the upswing
Although Tata Motors has been supplying vehicles to Nigeria since the late 1990s, the sales effort took on focus only after Tata Africa Services Nigeria was appointed as distributor in 2008. The same year, passenger cars were also launched in the country and have proved to be very popular. Since 2008, about 2,000 commercial vehicles have been sold in Nigeria till present. The auto industry is dominated by pickups and light commercial vehicles with popular Tata vehicles being the LPT 709, SFC 407 and LPT 1618 trucks. In the heavier range, the LPK 2516 and 2523 tippers are in demand in the construction business; bottling companies ask for the LPT 1618 truck. A major order was the supply of 100 LPK 1618 garbage compactors to the state of Lagos for waste management. In spite of stiff competition from lowpriced Chinese brands, Tata Motors won the order because of the complete package offered, ie, reliable vehicles backed by strong service, an offer that could not be matched by the competition. Today other Nigerian states are also showing an interest in this service. The Nigerian economy is growing at a rate of around 7 per cent, driven mainly by crude oil exports and trading. There are several distribution companies based here that are expanding their operations. One of their challenges is managing their fleet of vehicles and controlling maintenance costs and downtime of vehicles. Here Tata Motors has stepped in by

NIGERIA
Tata Motors present since: 2008 What's popular: w LPO 1318 bus w LPT 709, SFC 407 and LPT 1618 w LPK 2516 and 2523 tippers w Indigo sedans and station wagons Milestones:
w Supply of 100 LPK 1618 garbage compactors to w w w w

Lagos 100 buses to a church in Lagos More than 700 passenger cars sold About 200 trucks sold to leading bottling companies About 400 trucks and pickups sold to major distribution companies

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MANAGING WASTE
Going well beyond the sales and service relationship, Tata Motors is now offering transport consultancy to several customers. One sterling example of this deep engagement is the work that the company is doing in Nigeria in waste management. The company's first in-depth consultancy engagement was with the State Government of Lagos for a supply of 100 garbage compactors. Subsequently Tata Motors is now providing consultancy on mass transit bus solutions and waste management to several other state governments. Some of these smaller states are less evolved in systems of operations and planning, and are looking for inputs for the entire waste management package, including vehicle types, finance for the vehicles, model for public-private partnership operation, model for cash flow and finance management in the project, after sales and planning in terms of design for infrastructure, training for manpower, tools and parts, sharing of knowledge on refuse management techniques, etc. In each case, Tata Motors participates in the technocommercial study and in the end, provides a package deal that starts with the ideal mix of vehicles garbage compactors, skip loaders, hook loaders, tippers, garbage containers, etc and ends with a fully-operational waste management system.
Value-added transport solutions

offering solutions such as annual maintenance contracts (included in the cost of the vehicle), quick response service, towing vans, mobile service vans, training through a dedicated team of trained technical staff, etc. Tata Motors and its channel partners also undertake corporate social responsibility initiatives such as Grow more trees, support education for underprivileged children through donation of books and other educational tools and distribution of free medicines to drivers during service campaigns.

A symbiotic bond
Amidst the many exotic nations of Africa lies Senegal, a country that nestles in the westernmost tip of Africa. Capital city Dakar is well known for its international flavours in terms of cuisine, nightlife and interactions and also its excellent infrastructure as compared to most other West African countries. Being well-connected is a prerequisite for any cosmopolitan city and Dakar boasts of an excellent public transport system. What is unusual about Dakar's public transport is that the buses are simply known as Tata. "I come to work by Tata," says Marie, a 25-year-old woman who commutes 25km by bus to the city. Although there are several brands of buses on Dakar roads, including Chinese, Iranian and Swedish makes, the name Tata has become a generic term for buses in the country's vocabulary. Apart from Dakar, Tata Motors has also made its mark in Touba, a popular religious destination in Senegal where the religious guru (or Marabout) enjoys tremendous influence especially in the public transport sector. Tata Motors is currently supplying

SENEGAL
Tata Motors present since: 2003 What's popular: w Tata buses Secondary markets:
w Mali w Mauritania w Guinea w Gambia w Sierra Leone w Cote d'Ivoire

Milestones: w 350 buses to Dakar Dem Dikk w 500 buses to transport association AFPTU w 200 LP 709 buses to transporters of Touba city w New agreement for supply of 200 Tata LP 913 buses to AFPTU w 400 pickups for village heads

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about 200 buses to Touba city, of which the first lot of 50 buses have been handed over in a ceremony attended by the President of Senegal himself.

NEW FOR OLD

In 2001, the transporters of Senegal decided to replace their traditional public transport buses, called car rapide, with new vehicles; one of the manufacturers to be approached was Indian automaker Tata Motors. In 2003 an international tender for supply of new buses was floated by the Government of Senegal and financed by the World Bank. Tata Motors won the contract because in addition to its competitive pricing, it was the only company offering to assemble buses locally. The local bus assembly plant was to be set up in partnership with Senbus Industries. To mark the event, several heads of states participated in the inauguration of the new plant, making the occasion a West African regional affair rather than a local one.

Tata Motors has made its mark in the religious city of Touba

A SLOW START
In the early days, Tata Motors, being a new and unknown player, faced some scepticism from local transporters. Circumstances also led to a delay in the project. At this point, the Indian auto major approached the Government of India for a line of credit for about $17 million and then supplied 350 units of LPO 1316 buses to the state transport authority Dakar Dem Dikk (literal translation Dakar to-fro). Once the new buses started plying, they transformed the look of public transport in Senegal. The country's transport changed from wobbly old buses to new and more comfortable ones, a factor that helped the private transporters to gain

confidence in the Tata brand. The next step was the local assembly of about 500 LP 613 buses, along with training the Senegalese workers in industry best practices.

PUTTING DOWN ROOTS

Although Tata Motors had been doing business in West Africa for some time, it was only in June 2003 that the company deputed its first-ever resident marketing representative to Senegal. The decision to set up base in West Africa, however, had its own complexities. As a continent, Africa has had more than its fair share of strife and turmoil, ranging from rampant poverty to widespread civil wars. Secondly, this base in West Africa had been a French colony, making it an even more difficult terrain with linguistic and cultural barriers. A bigger challenge lay in the fact that Senegal had for long

Building a strong relationship: Ousmane J Diop (second from left), Chairman, Senbus, and RT Wasan, Head of Tata Motors Commercial Vehicle Business Unit-International Business, signed the agreement for supply of 200 Tata LP 913 buses to AFPTU

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been a captive market for European brands. Tata Motors had to build its identity, ensure brand awareness and work out a strategy to carve out market share from the competition, mainly on the strength of its affordable and appropriate products and services. Yet another impediment was the consumer mindset. Senegalese operators were so used to the refurbished European vehicles, that it was necessary to explain how to work with new vehicles. For instance, they had neither heard of, nor understood, the importance of warranty on a vehicle. Nor had they felt the need to use genuine spare parts as their traditional car rapide and other European vehicles normally performed on temporarily managed ones. Another obstacle was that Senbus, having made a huge investment in the assembly plant, ran short of

funds to manage further investment in the aftersales support. Knowing the value of an effective after-sales support, Tata Motors had to come up with a solution. One of the Indian channel partners, Unitech Motors, rose to the occasion and accepted the challenge to provide a five-year or 200,000km warranty something that was unheard of in this part of the world. The Tata Motors team in Senegal had yet another detail that needed attention. The communication between the team of technicians from India and their Senegalese counterparts was difficult because the former did not speak French and the latter did not understand or speak English, making this an operational obstacle.

HAPPY TRAVELS
However, despite every holdup, the Tata MotorsSenbus project was a success. And today in Senegal, where people earlier travelled on 15- to 20-year-old vehicles on bad roads, making the daily commute a tedious chore, the nature of public transport has changed. The blue-yellow Tata mammoths (LPO 1316) dotting the roads of Dakar have altered the lives of the people drastically, by making every part of the city and its suburbs accessible for as low a price as $0.25. The relationship between Tata Motors and Senegal is truly symbiotic. Every bus of Tata Motors in this country, by way of assembly and operation, creates eight to ten direct employment opportunities and three to five indirect employment opportunities, thereby contributing directly to the economy. Yet, it has not been easy for the Indian auto major, what with competition from big players and price pressure from competition from the Far East. For the past couple of years, the auto market in Senegal has been flooded with cheaper options. A case in point was the private sector transporters' association called AFPTU who bought buses of other brands for their fleet. Tata Motors however stood firm and focused on emphasising its strengths. Subsequently, the association, having looked at other alternatives, came back to Tata Motors with an order of 700 more buses. As it stands today, the Senegal transporter is an informed citizen of the world and despite there being cheaper options available, remains loyal to Tata Motors and continues to express faith in their products owing to the companys quality assurance. After all who would not want to associate with a conglomerate whose Chairman Ratan Tata is famous for having said A promise is a promise.

Tata LPO 1316 participating in the Independence Day parade of Senegal

New and swanky buses have changed the way of travelling on Senegal roads

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Growing against all odds

Tata Motors is a new entrant into the Sudan market, having tied up with the Central Trading Company (CTC), one of the leading business houses of Sudan, in August 2010. Through CTC, the company has secured some big orders from the state of Khartoum 70 garbage compactors and 100 buses. Another unique initiative was the effort to increase self-employment among the citizens. Here Tata Motors offered the sub-tonne Tata Ace with different applications to the Ministry of Social Welfare. The applications selected were cafeteria, mobile shop and containers. As many as 1,000 Ace models are being supplied to Khartoum on a highly competitive price; deliveries will go on until February 2012.

Ace: Enabling entrepreneurship in Sudan

SUDAN
Tata Motors present since: 2010 What's popular:
w Garbage compactors w Tata buses w Tata Ace

Gayatri Kamath with inputs from Anil Sekhar, Bobby Salwan, S Roy, Gyan Prakash, Rahul Nazareth, Giridhar Gatte, Waris Imam, Abhishek Singh, SK Nijhawan and Sanjeev Sharma, and special thanks to Shambhavi Singh for Senegal

Milestones: w 70 garbage compactors for Khartoum w 100 buses for Khartoum

AN EXPERIENCE "BEYOND EXPECTATIONS"

Says Paul Pepera, MD of PHC Motors (authorised dealer of Tata Africa Holdings Ghana)

record 800 vehicles per annum. Now we consistently average around 600 vehicles every year. The journey has not been easy; when we started awareness of the Tata brand was quite low among Ghanaians. It took a lot of hard work from all the channel partners to become the countrys third biggest player. Earlier, Tata Motors used to sell buses only, but over the past decade it has expanded. Today, it is has the most extensive range of commercial vehicles under one brand. In 2006, we launched Tata Motors passenger cars. Until then, we were present only in the premium car segment but with Tata passenger cars we could offer products in the high volume segments, thus rounding off our portfolio nicely. We did exceedingly well for the first three years and we have sold over 3,500 cars in the last five years. It has been a wonderful experience with its share of highs and lows, and we are looking forward to the future. How big is your Tata Motors business? PHC Motors has been in the

automobile business for the past 43 years. When we started in 2003, Tata Motors contributed close to 65 per cent of our total turnover. This has grown to 90 per cent now. Tata vehicles have had a dramatic impact on our scale of operations and we have grown along with the company. What is the current situation in the Ghana automobile market? The competitive landscape looks tougher than before as new products are being launched every year. In the commercial vehicle segment, we have embarked on a new challenge called Project 2C to increase our market share in the trucks segment. We will be launching two new trucks (LPT 407 and LPT 1116) to complement our flagship brand, the LPT 709. In the passenger car segment, the competition is from Chinese and Korean vehicles at lower price points. There are opportunities also. The upcoming general elections has mobilised economic activities. With oil money coming in, the government has started loosening its purse strings. We are quite bullish about the future.

Could you describe your experience working with Tata Motors? When we signed the dealer agreement with Tata Africa Holdings Ghana in October 2003, there was a bit of trepidation on how this association would pan out. However, it has exceeded all our expectations. Within two years our retail level touched a

NEWS

In the news
STRIDES WINS ABCI AWARD
Strides won the gold award for magazine design at the 51st Annual Awards Nite of the Association of Business Communicators of India (ABCI). ABCI is India's largest nonprofit organisation of business communication professionals and is the leading resource for effective communication practices. Tata Motors bagged six awards in all for excellence in business communication.

NANO STARS IN NEPAL

Tata Motors exhibited its commercial and passenger vehicles at the Nepal Automobile Dealers Association Auto Show 2011 at Kathmandu in September. The passenger vehicle pavilion displayed the Aria, Tata Nano, Vista and Manza Elan, while the commercial vehicle stall showcased the Tata Ace Zip and Telcoline. The exhibition had as many as 100 different stalls and featured 43 companies. Vehicles from Nepal,

Footfalls and eyeballs at Nepal Automobile Dealers Association Auto Show

India, China, South Korea, Malaysia, the Czech Republic, Germany, Italy, Japan and the US were on display. The Tata Motors stall was one of the biggest and Tata Nano was the undisputed star of the expo. The Tata stall recorded around 15,000 footfalls, with over 2,000 enquiries. The auto show was attended by more than 40,000 visitors and auto enthusiasts.
Aria at the Tata pavilion

STATE-OF-THE-ART DRIVING SCHOOL AT DHAKA

Tata Motors Commercial Vehicle Business Unit Customer Support team, in partnership with the Bangladesh distributor Nitol Motors, has inaugurated a commercial vehicle driver training school (DTS) in Kishoregunj, Dhaka. A driver training manual and the DTS website (www.dts.com.bd) were also launched. DTS has a training centre, driving track and hostel facility, that can accommodate 200 participants, built over 15 acres of land in the Nitol-Niloy factory. The centre has five big classrooms fully equipped

with visual training aids, LCD projectors and television. One of DTS's key attractions is the state-of-the-art, fully functional, pre-configured driving simulator that contains all necessary hardware and software modules, visual systems, visual databases and a fully functional driving cockpit, with instrumentation to provide a real-life driving environment. DTS is a part of the Customer Support Divisions initiative to train drivers to generate employment and promote road safety.

The commercial vehicle driving school in Dhaka

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JAGUAR XKR-S SPORTS CAR OF THE YEAR

Jaguar XKR-S has been named the '2011 Sports Car of the Year' by German motoring magazine Auto Bild Sportscars, following a poll among more than 70,000 readers. The XKR-S the most powerful production car Jaguar has built competed in the 'Production Sports Car Coupes' category, where it collected 14.3 per cent of votes, ahead of Mercedes C63 AMG and Audi RS5 in their home market. Competing for the 10th 'Auto Bild Sports Car of the Year' awards were 173 cars in 17 categories.

Jaguar power

Safari 2011 with six vehicles (two Tata Safaris, two Tata Xenons and two Tata Sumo Grandes).

TATA HISPANO IS AMBASSADOR OF ZARAGOZA

Tata Hispano was awarded the title of Ambassador of the City of Zaragoza by Juan Alberto Belloch, Mayor of Zaragoza (capital of Aragon, Spain). The mayor presented the title to MV Raja Rao, CEO, and Javier Garcia, Deputy General Manager, Tata Hispano. Mr Belloch said that Tata Hispano has been one of the ''most active'' collaborators of the city and it represents ''as very few do'' the values that the capital of Aragon stands for: commitment to the environment, focus on innovation,
Tata Hispano, a representative of Zaragoza values

FULL THROTTLE TEAM WINS EASTERN MOUNTAIN SAFARI 2011

The Tata Motors Full Throttle teams Tata Sumo Grande, driven by Aditya Anthony and Mohammed Musthafa, won the Eastern Mountain Safari 2011. The team garnered first position, bagging a trophy and prize amount of `500,000. Riding on the success of the 2011 Raid De Himalaya, Desert Storm 2011 and the Dakshin Dare 2011 rallies, the Tata Motors Full Throttle team entered the Eastern Mountain

improvement in the quality of life and corporate social responsibility.

TATA MOTORS WINS DIE CASTING COMPETITION 2011 AWARD

Tata Motors won the North American Die Casting Associations (NADCA) Die Casting Competition 2011 award in the aluminium category for excellence in aluminium die casting (over 10lb). NADCA represents the voice of the die casting industry. NADCA has instituted the award to honour and publicise outstanding designs and promote increased use of die castings. An independent jury assessed the nominees on four equally weighted criteria ingenuity of casting / product design, overall quality, cost savings and contribution to expanding the market for castings.

The rally being flagged off

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TATA 407 CELEBRATES SILVER JUBILEE

Launched in 1986, the Tata 407 portfolio has vehicles ranging from 2.2 to 4.2 tonnes, available in diesel and CNG variants, with close to 75 per cent market share at present. The Tata 407 vehicles has been regularly upgraded, based on research and development, and customer feedback on operating economy, cabin convenience and safety. The range has been expanded to include trucks, tippers, pickups and vehicles for agri / food products, construction, light mining and other services. The Tata 407 platform has also resulted in the development of Tata Motors fully-built city-ride buses in 12-to-24 seater variants. Following the companys joint venture with Marcopolo of Brazil in 2006, the platform was included in the Starbus range as a 24-seater and 12-to-18-seater luxury variants.

The ever-popular 407

GREAT SHOWING AT 2011 RAID DE HIMALAYA RALLY

The Tata Motors Full Throttle team successfully completed the 2011

Raid De Himalaya Rally and ended its maiden participation by snapping up two podium finishes. Tata Safari finished second in the Pro Stock Expert SUV class of the rally, while Tata Grande Dicor claimed third spot in the Stock Expert SUV class. This year, the rally covered over 2,000km. The participants covered a treacherous route over the great western Himalayan ranges where the cars traversed through some of

the highest passes in the world. Tata Motors had announced the launch of Tata Motors Full Throttle, a platform for steering the companys participation in motor sports and allied activities, on February 15, 2011. Tata Motors has participated in several international rallies such as the London-Cape Town Rally in 1998, ASEAN Rally in 2004 and the SAARC Rally in 2007, with the Tata Safari.

The versatile Tata pickup traversing the Himalayan passes

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WINNING SILVER FOR THE GREEN EFFORT

The Lucknow division of Tata Motors won the silver award for its outstanding achievement in environment management in the automobile sector at the Greentech Environment Awards 2011. The Greentech Foundation instituted this award to acknowledge companies demonstrating the highest level of commitment to environmental management and corporate social responsibility. The Greentech Environment Award is supported and recognised by the Ministry of Heavy Industries and Public Enterprises, Government of India.

established a relationship of deeprooted trust and confidence with its customers. To celebrate this relationship, it was decided to celebrate October 23 as National Customer Care Day. This year, customer-centric activities were held at all Tata Motors customer touch points in India and abroad and several new initiatives were announced. A free service campaign was organised in 969 workshops in India and 32 workshops abroad. About 5,100 customers participated in 95 customer meets in India and 500 customers attended 49 such meets in other countries. More than 5,100 drivers were trained in India and about 250 in the overseas markets.

The spirit of giving

CUSTOMER CARE DAY AT TATA MOTORS

It was on October 23, 1954, that the first commercial vehicle rolled out of the Tata Motors plant at Jamshedpur. For more than half a century now, Tata Motors has

week celebrations at Tata Motors. As part of the initiative, more than 15 tonnes of clothes were donated to Goonj, a Delhi-based NGO. They also donated more than `300,000 for sponsoring education of underprivileged children and for cataract operations of the rural poor. Nearly 100 units of blood were donated to help patients suffering from diseases such as cancer and thalassemia.

JOY OF GIVING WEEK AT TATA MOTORS

Employees participated enthusiastically in the Joy of Giving

Do not drill holes or extend the chassis frame of your vehicle. Do not reinforce chassis frame, spring or axles for carrying higher payload. It may result in premature failure of aggregates.

Answers to the puzzle on page 46: 1: C | 2: A | 3: D | 4: B | 5: E

DECEMBER 2011

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SPOTLIGHT

The world truck

Built to world-class standards of technology, designed for low operating costs and customised to meet country- and customerspecific requirements, Tata Prima is a complete solution for truck owners around the world

f there can be one single reason for Tata Motors achieving the position of world's fifth-largest commercial vehicle manufacturer, it is the emphasis on technology and quality. When the company started operations more than 60 years ago, it tied up with Daimler Benz to produce a range of commercial vehicles that eventually elevated Tata Motors to India's top automaker. That same philosophy has driven the development of Tata Prima, the world truck from Tata Motors that meets world-class standards of drive quality, roadworthiness, safety and passenger comfort. The Prima range of trucks, tractor-trailers, tippers, mixers, cranes, etc was launched in India in 2009, and in South Africa in October 2011. In keeping with the company's quality consciousness, Prima is being tested in several markets across the world so that it can be certified as a vehicle more than capable of meeting all possible local conditions. For instance, in South Africa Prima has been tested for long haulage application on the JohannesburgDurban and Johannesburg-Cape Town routes that are well known for their steep gradient. It has also been tested in Bhutan for hydro-electric projects. In

Nigeria, the truck is to be tested under local conditions where the fuel quality is low due to higher sulphur content. Prima will also be tested on the Russia-Siberia route where night temperatures drop to -20oC and in Kuwait where day temperatures cross 55oC. In addition, the range of Prima trucks would be tested for specific applications such as construction use in Qatar.

THE COMPLETE TRUCK

Prima is the culmination of a journey that marshalled the best of technology from resources across the world. The truck cabs have been styled in Italy, and know-how for the chassis frame has come from Mexico. The engine technology is from the US and Europe and gearbox expertise from both the US and Germany. While the suspension has its origins in the US, the sheet metal dies have been sourced from the best manufacturers in Japan and South Korea. More important, the trucks have been designed to meet safety regulations and emission norms that vary from country to country. Not only are they Euro III and Euro IV compliant, they are also Euro V ready. In addition, the Prima models have

SETTING APART
At the Johannesburg International Motor Show, 103 customers participated in a survey on Tata Prima. A few findings:

w Eighty-five per cent respondents rated

Primas performance as 3 or more out of 5.

w Horse power of the Prima 4038S 4x2

truck tractor was considered ideal for 4x2 application.

w Prima 3138K was considered a sturdy tipper

and highly suited for mining.

undergone globally-accepted validation methods for performance and reliability. Some of the tests were: w Cabin shake durability test. w Accelerated full chassis fatigue test to ensure the structural integrity of the cabin, etc. w Noise, vibration and harshness test. w Climatic tests in hot and cold chambers for performance under extremes of temperature. w Shower test to ensure the cab is fully waterproof.

and so on. Sheet metal composites for external body parts have been designed to offer strength and lower weight at the same time. As strong as steel, the composites weigh 30 per cent less than steel and offer greater resistance to corrosion and dents. The chassis frame uses rolled-frame technology with long members and reinforcements. The cabins, all air-conditioned, come in a range of wide and narrow designs and are available in three different heights and lengths and two trim levels. Each cab is fitted with a global positioning system for effective vehicle tracking. While the steering system is designed to reduce effort and road shock, the fourway adjustable seats for both drivers and co-drivers are unique. Also unique to the Prima cabins is standing space! While tractor trailers have sleeper berths, all have room to stand and move around.

HEAVY-DUTY TRUCKING
With a loading capacity ranging between 25 and 56 tonne GVW/GCW each, these heavy-duty, allterrain trucks have traversed the world, commanding some of its most challenging roads. Specifically designed with expectations of drivers and haulage companies in mind, Prima targets to have the lowest total cost of ownership in order to remain an ideal business asset that provides a competitive edge in the market.

AN EYE ON SAFETY
Prima trucks are built for maximum safety. The highpower H1 and H7 lamps for high and low beam, supported by the auto light mode, increase driver visibility. LED lights are fitted for rear views and illumination of steps and the door ajar lamp ensures enhanced driver safety. New generation truck brakes with anti-lock brake system and Jake brakes ensure safe braking on wet curved roads; the Jake brakes also help conserve energy. The differential lock feature ensures safety when driving on slippery surfaces and also allows the vehicle to be operated in rough terrain, off highways and in rugged conditions. Prima has already begun its international journey in South Africa. Soon the truck will be in the hands of customers in the Middle East and South Asia. With its unique set of offerings total driver comfort, low cost of operation, high safety and emission standards Prima is slated to take over the global highways.
Suchita Vemuri with inputs from Arpan Biswas

TECHNOLOGY COMMAND
Prima is a combination of engineering systems that have been designed to reduce life cycle cost while improving reliability and drive quality. Powertrain options range from 280 PS to 480 PS with a suitable range of engines, transmission and axle systems. The engines are state-of-the-art. All Prima trucks are fitted with the Cummins-ISBe or the CumminsISLe engine. Other features include a waste gate turbocharger, the latest engine filtration system and an in-built Jake brake. The gear box is either the compact and light ZF-9S1110 or the low-weight Eaton-FSO 10309, with nine-speed manual transmission, low installation weight and minimum noise emission, power take-off facility and a servo shift. Multiple axles allow for heavy-duty service for the transport of heavy materials as well as high degree of on-road control. Axles have also been designed for specific applications, as in construction, mining

Prime trucking
w Made in India and South Korea w Designed to meet world-class standards, norms and regulations w Customised to meet needs of customers based all over the world
An unprecedented level of teamwork has gone into creating the new Prima range of trucks. A sharing of resources on a truly global scale marks the making of these trucks. A result of global intelligence, the trucks cab has been styled by one of Italys best design houses; engine technology has come from the US and Europe; gearbox expertise from the US and Germany; know-how for the chassis frame has come from Mexico; the tried and tested suspension has its origins in the US; the sheet metal dies have been sourced from the best in Japan and South Korea; and the cab has been fabricated with Swedish precision on a robotic weld line.

1CAB STYLED IN ITALY

Prima cabins are designed for safety and comfort and feature spacious storage spaces, all-weather heating ventilation and air-conditioning systems, air-suspension ergonomic seats and anti-roll sleeper berths, standing space, convenient instrument cluster with multi-function LED display, and an innovative steering system with audio controls.

5 2 3

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FROM 2 GEARBOX EXPERTISEUS GERMANY AND THE

Compact and light, the ZF-9S1110 and the Eaton-FSO 10309 have nine-speed manual transmission, minimum noise emission, power take-off facility and servo shift with optimum torque rating.

FROM 4 SHEET METAL DIES KOREA JAPAN AND SOUTH

Sheet metal composites used for external body parts offer the strength of steel along with greater plasticity even while weighing 30 per cent less than steel. Composites also offer greater resistance to corrosion and dents.

TECHNOLOGY 3 ENGINE AND EUROPE FROM THE US

Prima trucks are fitted with the Cummins-ISBe or the Cummins-ISLe engine, the former has a Bosch high-pressure common rail injection system, four-valve cylinder head and rear gear train; and the latter has a cylinder block with integrated fluid lines, high-strength tensile steel forged crankshaft and high-durability pistons with special surface finish mid-stop cylinder liners.

5 CHASSIS FRAME KNOW-HOW FROM MEXICO

Manufactured using rolled frame technology, every Prima chassis undergoes the accelerated full chassis fatigue test, ensuring the structural integrity and fatigue life of assembly frame, suspension and axle, as well as noise, vibration and harshness tests.

6 SUSPENSION EXPERTISE FROM THE US

The suspension system is designed to increase driveline life. The 6-rod tandem bogie suspension reduces overall vehicle stress and wear and tear of the tyres, and the pivot arrangement ensures equal transfer of load on each axle.

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IN FOCUS

The tough and easy ride

A high-powered engine combined with sleek looks and extensive safety features makes Tata Xenon an ideal outdoor and sports vehicle for traversing every type of terrain, from rugged mountain stretches to smooth city roads

ata Xenon is conquering the land of the Incas. Across Chiles mountainous reaches and coastal plains, through icy terrain and rugged sandy stretches, the Xenon is making its mark as the ideal outdoor sports vehicle. Not only is it being used by the Chile Ski Patrol as an emergency rescue vehicle at several ski resorts, it is also being promoted by Cristian Merello, Chilean film director and a top international big wave rider. It was Xenon's design, high-performance and highpower traction characteristics that led Mr Merello, a professional surfer and avid sportsman, to choose Xenon as his vehicle of choice to accompany him on his outdoor adventures and far-flung sports challenges. Tata Motors Chile supports the young

surfer, who currently holds the number eight position in world surfing rankings, through his 4x4 Xenon, a vehicle that can handle remote locations and harsh off-road conditions. Ben Diaz, Commercial Manager of Tata Motors Chile, talks about the Xenon-Merello sporting partnership, explaining that it showcases a brand that stands for reliability, even as it supports activities that go hand in hand with younger people, sportsmen and adventurers.

A SAFE RIDE
Another role that the tough 4x4 Xenon plays is in emergency and assistance services, especially during Chilean winters. The Chile Ski Patrol, which

Tata Xenon performs as a rescue vehicle in Chile

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specialises in outdoor emergency rescues and roadside assistance, needs reliable vehicles to access remote and often dangerous mountainous reaches. Their selection of Xenon was on the basis of its unique technical features, high power engine and large load capacity, as well as for its excellent performance and comfort, especially when driving through rural areas, long trips and difficult routes. The Chile Ski Patrol's choice of Xenon for its fleet of roadside assistance vehicles underlines the fact that the vehicle has the capability to handle diverse harsh terrains icy heights, rocky stretches, roads that are snowed under, and so on. Through this alliance we have gone one step ahead in our commitment to peoples security as well as our support to extreme sports, says Mr Diaz. Chileans, ski enthusiasts and tourists alike can see the Xenons at work throughout the winter months in ski resorts at Valle Nevado, Pucon, La Parva, El Colorado and Chillan.

Cristian Merello with the Tata Xenon

RELIABLE SUPPORT
Tata Motors Chile supports Cristian Merello who currently holds the number eight position in world surfing through 4x4 Tata Xenon, a vehicle that can handle remote locations and harsh offroad conditions. Talking about the support, Ben Diaz, commercial manager of Tata Motors Chile, explains that it showcases a brand that stands for reliability, even as it supports activities that go hand in hand with "younger people, sportsmen and adventurers".
Other innovations include an integrated bumper that houses fog lights, headlights, turn signals as well as a mechanism for air intake, combining with the grill design and high clearance, oversized wheel arches, and the upward trend of the waist-alloy wheels, to make for a sporting look. Remarkably, it still meets the most stringent of anti-pollution regulations and performs better than most in fuel efficiency in all types of terrain. Xenon is a dream ride even on city roads, as the engine powers up to rapid acceleration and the braking system is smooth enough for urban roads. Moreover, Xenon's flexible 2/4 wheel gear system gives the driver the option to switch to rear wheel drive on good roads. As Mr Diaz puts it, Tata Xenon is perfect for Chile, with its emphasis on enjoying the outdoor life and its wide open spaces. It allows a reach to almost every corner of the country. Xenon seems to be made for Chilean beaches and chilly winters, both.
Suchita Vemuri with inputs from Santiago Kegevic

TOUGH TRAVELLER
Since the Xenon was launched in Chile in September 2009, the utility vehicle has grown steadily in popularity, with as many as 1,000 vehicles already on the roads. What makes the fourwheel drive ideal for local conditions is that it has been designed to provide a high-powered performance on a rugged and robust platform. Its 2.2 litre engine and turbocharger reaches 140hp, giving it the pulling power necessary to handle mountain roads and climbs. The five-gear box can be manually adjusted for four-wheel or two-wheel drives, depending on terrain conditions. Just as relevant is the welding engineering and superior quality of steel that has gone into the Xenon's body, giving it greater structural rigidity and the ability to take on tough and rough driving conditions. The vehicle comes equipped for powerful braking and exceptional stopping power, even at full load. Safety features have been of paramount importance in the design of Xenon and the body has been specially designed to provide maximum impact resistance. A collapsible steering column, intrusion bars on the doors and stops on the wheels have been designed to reduce damage from a frontal impact.

SLEEK AND SMOOTH

But the tough and rugged vehicle also has smooth aesthetic lines that convert the pickup into the ideal utility or sports vehicle. Features such as power steering, height adjustable steering wheel, central locking, adjustable door mirrors and a roomy cabin with pleasure gadgets such as a CD player, go a long way in making sure that the driver gets an easy ride.

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IN FOCUS

Green buses for a green future

The latest hybrid buses from Tata Motors offer as much as 30 per cent savings on fuel and much reduced carbon emissions
n a world that is becoming increasingly carbonconscious, Tata Motors has added two new green offerings that are ideal for safe city transport CNG-hybrid and diesel-hybrid buses. These green buses have already received recognition: In 2012, there will be as many as 50 CNG and CNG-hybrid city buses operating in Madrid that will come from the Tata stable, that is, Tata Motors and Tata Hispano. The new hybrid models from the Tata stable are a big step forward in the companys green product strategy; these buses offer the best city mobility options in terms of optimal ecological efficiency, that is lower running costs, higher savings on fuel use, lower emissions, greater passenger comfort, etc.

FULL SPECTRUM
The hybrid buses form just one part of the wide range of bus offerings from Tata Motors that includes standard and luxury buses, inter-city and intra-city coaches and even small feeder vans that seat as few as seven passengers. In the last few years, Tata Motors has built upon its capabilities to become the world's third-largest bus manufacturer. The Tata range of buses leverage the full strengths of its global partners: Tata Hispano of Spain (formerly Hispano Carrocera) is one of Europe's top bus builders; Tata Motors also has a joint venture with Marcopolo of Brazil. By combining the strengths of its partners, Tata Motors buses now offer world-class engine systems, European

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styling and design, and the ultimate in passenger comfort and experience.

WIN-WIN
The Tata Hispano CNG-hybrid model offers several benefits to customers, operators and passengers, and to the environment:
w Much higher fuel economy compared with a normal

THE GREEN ROAD

The Madrid order for hybrid buses is extremely significant as it underlines the fact that Tata Motors is getting recognised as an international supplier of environmental-friendly technologies. From Tata Hispano, Empresa Municipal de Transportes de Madrid (EMT Madrid) is purchasing 40 CNG buses and 10 buses that will have the Tata Motors chassis propelled by CNG and electrical batteries. The buses meant for Madrid will be customised to offer features such as spaces for shopping trolleys and small suitcases, a seat with belt for children up to the age of three, and double centre platforms so that a wheelchair and a childs pushchair can travel at the same time. The green buses for EMT Madrid are in keeping with the new environmental policy of the city council. The city has ordered as many as 142 new CNG buses and 23 hybrid CNG-electric buses for 2012.

diesel vehicle. This is due to the electronic braking system that uses regenerative braking to capture energy and maximise fuel efficiency.
w The overall cost during the lifetime of the vehicle is

lower due to savings in running costs.

w The buses operate at much lower greenhouse gas

emission levels because for short distances they can be run in full electrical mode, which gives zero emission operation.
w The same chassis can be integrated with other options,

such as the purely electric model, diesel-electric, CNG micro turbine or with hydrogen cell, according to customer requirements.
w Lower internal and external noise levels of the vehicle due

to the reduced size of the engine.

w Versatile energy management systems that can be

SUCCESSFUL PILOT
Another of Tata Motors' green buses was running on the streets of Zaragoza in August-September 2011 as a pilot study. TUZSA, the public transport operating company of Zaragoza, was presented a diesel-electric Tata Hispano bus with Tata Motors chassis, so that the city could experience and appraise hybrid technology as an environmentfriendly and ecologically efficient means of transport. TUZSA and Zaragoza City Council wished to try out the latest hybrid bus technology to study the feasibility of incorporating them into future fleet renewals. Other cities too have requested trials of the diesel-electric technology buses, which offers several benefits such as up to 30 per cent

adapted to the customers specific demands and the bus routes.

improvement in fuel economy, zero emission operation for short distances, lower noise levels and exceptionally smooth operation and comfort for passengers (as the vehicle does not have a gearbox). With green solutions much in demand in a world that is keeping one eye on global temperatures and the other on efficient and ecologically friendly technologies, Tata Motors green buses will surely pave the way to a better future.
Gayatri Kamath, and special thanks to Sonia Ubeda

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EVENTS

JOHANNESBURG

International Motor Show

Tata Motors launched luxurious Tata Indigo Manza sedan and Tata Prima range of premium commercial vehicles at the Johannesburg International Motor Show 2011. Debutants in commercial vehicles included Tata Venture, Tata Super Ace, Tata Xenon CNG, Tata LPO 1623 CNG bus, Tata LPO 1823, Tata Starbus Ultra range, V3TXF 6x4 tractor from the Tata Novus range and the Tata LPTA 1623 4x4 truck. Tata Xenon 2.2 litre Cargo Box and Tata Xenon 2.2 litre double cab 4x4 were also exhibited at the show. Passenger vehicles on display were the Tata Indica Vista and Tata Aria.

Tata Indigo Manza and Tata Prima

launched during the show

From left: Kim Jong Shi k, President and CEO, Tata Daewoo Commerc Raman Dhawan, MD, ial Vehicle Company; Tata Africa Holdings; Pra kash Telang, MD, India and Manny De Canha, Operations, Tata Motors CEO, Associated Motors ; Holdings

Dancers add to the ambience of the Tata Motors pavilion

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AIDEX 2011 Show

Conrico International, Tata Motors' worldwide distributor to the aid and development sector, made a big impact at AidEx 2011 held at Brussels. Conrico International developed two purpose-built Tata Xenons to demonstrate the suitability and versatility of the product as a cost-effective purchase for operation in the disaster relief and long-term humanitarian aid sector. The Xenon-based economy ambulance was a prototype vehicle based on a Xenon single cab pickup. A double cab Xenon was modified for heavy-duty tactical operations in remote locations.

The Xenon-based econom y ambulance at the Aid

Ex 2011 show

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Enterprise India Show in

YANGON, MYANMAR

The Enterprise India Show was held in association with the Confederation of Indian Industry and the Embassy of India (Myanmar) from November 10-13, 2011, at Yangon to promote trade between India and Myanmar. Tata Motors showcased its commercial and passenger range of vehicles at the exhibition. Tata Motors commercial vehicles on display included the Ace, Magic, Xenon, LP 613 AC bus, LPT 407 Ex2 Truck, LPT 613 4x2 Truck, LPT 1618 4x2 Truck, LPT 2116 6x2 Truck, LPT 2123 6x4 Truck and LPK 2523 6x4 Tipper. The passenger cars displayed were Indica Vista, Safari and Aria.

displayed at the Tata Motors commercial vehicles oor area of the Enterprise India Show outd

Tata Aria and Tata Indica Vista lined

up at the pavilion

The Tata Motors pavilion received 4 enthusiastic response

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INTERVIEW

Foray into green

Tata Motors European Technical Centre (TMETC) has developed a new generation of battery electric vehicles (EVs), including the Vista and Ace EVs. The Tata Indica Vista EVX, a derivative of the production Vista EV, won the Most Economic Small Passenger EV and Most Economical and Environment-friendly Small Passenger EV titles at the inaugural Royal Automobile Club Brighton to London Future Car Challenge. In an exclusive interview, Dr John Richmond, Head of Advanced Engineering, TMETC, speaks to cars21.com about Tata Motors electric vehicle technology and policy
Since when has Tata Motors started developing an EV policy? We have been interested in it for quite a long time, but we started to look at it seriously in 2007. What will be Tata Motors unique selling proposition in the EV sector once every major OEM is offering EVs? How will you distinguish yourself from the competition in this field? For the current EV product we are introducing, our target was to create an electric vehicle that was comparable to a conventional internal combustion engine vehicle in terms of performance, comfort, drivability, etc. and I think we have achieved that. This will help establish Tata Motors as a credible force in the EV world, on par or better than some of the most established vehicle OEMs. In the future, Tata Motors will combine its creative skills and its EV technical knowledge to develop electric vehicles

which are desirable, functional and affordable. The Tata Pixel concept car, introduced at the Geneva Show 2011, gives an idea of the sort of direction for our future products. What kind of battery technology does Tata Motors favour? In which battery technology do you see the greatest potential in the short and medium term? It is still very early days and difficult to say which technology is going to be the winner. I think quite a few of the technologies around at the moment have strengths and weaknesses. A lot depends upon engineering and how the chemistry is used by the cell manufacturers. At Tata Motors we have had good results with both iron-phosphate based batteries and with nickel manganese cobalt (NMC) batteries. Do you see a potential for ultracapacitor technology taking up in mass marketed EVs? What are the advantages and disadvantages of using ultracapacitors in EVs? At the moment, it is difficult to use ultracapacitors for several reasons. The control electronics to use ultracapacitors in parallel with batteries are not well developed yet. In addition the space needed for the ultracapacitors is quite large. Space is already at a premium in an EV. Ideally, you would have a battery

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dealing with the steady state power requirements and the ultracapacitors dealing with the peaks (especially regen). It is not so easy to do that in a conventional passenger car. To date the cost and other compromises that are necessary have discouraged us from following this route but we are still looking at it. What are in general the areas that still need technological development for electric vehicles to become attractive for customers in your opinion? (Apart from battery technology.) The biggest limitations of electric vehicles are still range and recharging time. Apart from changing the battery, range can be enhanced by minimizing energy consumption in all areas of the vehicle. We need to contain or minimize as much as possible all the parasitic losses in the vehicle whether this is in regard to heating or cooling, the infotainment system and other things in this line. I do think there is scope for us to reduce the parasitic losses in electric vehicles by improving these auxiliary systems. Electric motors are already very efficient nowadays, so there the emphasis should probably be on reducing costs of production rather than increasing efficiency. In power electronics however, I think there is quite a big scope to improve things. We can make the power electronics a lot smaller, possibly also allow to let them get a lot hotter during operation which would mean that the waste heat from power electronics could be used much more effectively.

Since the crisis in Japan caused by the earthquake on 11 March, Mitsubishi and Nissan are considering now to upgrade their EVs to allow energy storage for domestic needs. A solution that has been advanced by power utilities but has so far been dismissed by OEMs. What is Tata Motors view on this subject? At this point in time the battery accounts for 50% or more of the vehicle cost and has cycle life limits, so is there an advantage to the car user in terms of providing electricity back to the grid? I would say that at the moment this is questionable if you look at it from a cost degradation of the battery versus the cost of the electricity point of view. The other factor is whether it is worth the car manufacturer putting all the necessary enabling structure to allow the vehicle to charge back to the grid and the communication protocols etc. in the car. I personally think this may come in the future, because the grid systems around the world are reaching capacities, as in Los Angeles for example where they are frequently going over capacity causing power outages. The cost of increasing the grid capacity is enormous. The cost of trying to use the local storage in generation is lower. So from a global economy perspective there are clear advantages to smart grids using electric vehicles, but the question is how to get the economics to work at the local level.

This article has been reproduced with permission from

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INTERVIEW

From tokunbo to Tata

The automobile industry in Nigeria (the most populous country in Africa) is witnessing phenomenal growth along with stiff competition. In an interview with Strides, Sudeep Ray, Executive Director of Tata Africa Services (Nigeria), Tatas distributor in Nigeria, and Regional Director for West Africa at Tata Africa, talks about the Nigerian market and how a brand that differentiates itself through high-level customer service will be the winner
What are the challenges and opportunities in the Nigerian auto market? The Nigerian auto industry is currently looking very positive. The Nigerian consumer today understands the disadvantages of buying old vehicles (locally known as tokunbo vehicles) and is keen to invest in new vehicles. Although the lack of auto retail financing in Nigeria remains a major hurdle, we hope that as the banking industry matures, financing will be easier and will lead to further growth in the industry. Major distribution companies have embarked on expansion plans and are looking at changing or expanding their fleets. Several state governments are considering mass transit buses, waste management vehicles and car ownership schemes. With new infrastructure projects kicking in, construction companies are looking at tipper trucks, concrete mixers and other application vehicles. All these factors are heating up the commercial vehicles industry, which is now witnessing major competition . The factors that will finally decide the market leader are product quality and level of after-sales service offered by the brand franchisee. The major challenges faced by customers today are controlling costs of maintenance, reducing downtime of vehicles, quick response to critical requirements and accessibility to service facilities; this is what auto companies have to handle to win the hearts of Nigerian customers. Can you highlight some of the achievements of Tata Africa Services (Nigeria)? Since sales commenced in 2008, the company has been growing exponentially and has established itself as a dominant player. We have sold around 2,000 commercial vehicles so far, and are growing at a rate of around 100 per cent year on year. We are patronised by most of the major companies in Nigeria. We have supplied and successfully supported mass transit buses and garbage compactors to the state of Lagos. We have sold around 700 units of passenger cars in Nigeria since inception. We have undertaken several initiatives to improve and expand business to gain a respectable market share.

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Tata Motors provides waste management solutions in Nigeria

The biggest challenge is that the local price of diesel is more than double that of petrol, which impacts the demand for our pickup and diesel small commercial vehicles. However, the growth drivers for the business have been light vehicles, medium and heavy trucks, tippers, special application vehicles and mass transit bus segments. We have been able to create a sustainable pan-Nigeria service network that will be expanded further in the coming year. And we have invested in creating a successful Tata brand image in Nigeria. What are the new products that could be popular in this market? Nigeria's pickup market segment is growing rapidly and a petrol version of the 4x4 pickup would be popular and help us increase volumes. In passenger cars, our product range is limited. Customers prefer petrol engines and automatic transmission, therefore we are able to market only the Indigo models. We are currently addressing only 10-15 per cent of the total car market, but we hope to improve this by introducing new models such as Tata Manza. How does Tata Africa Services (Nigeria) differentiate itself from competition? With so many players in the market, its difficult to differentiate through product features and offerings. As Chinese manufacturers offer very low prices, commanding a premium on price is more difficult now. The only way to beat competition is to build and sustain a reputation of quick, reliable, affordable and innovative service delivery. We are learning through our experiences and interactions with our customers regarding product acceptability, and are trying to bring in products that are customised and

modified to suit the terrain of Nigeria. We are investing in the Tata brand image.

What are the plans for the future? Our future plans are based on the targets we aspire to achieve. Our target in absolute numbers is to achieve retail sales of 5,000 Tata commercial vehicles per annum in the next five years; in doing so we would have achieved market leadership in most segments. For passenger cars, we wish to introduce newer models to gain substantial market share. Our present and future strategy is completely aligned towards converting this aspiration into reality. We plan to continuously enhance and upgrade our infrastructure to achieve our ambition. This will be mainly concentrated towards increasing our physical infrastructure and manpower resources.

The major challenges faced by customers [in Nigeria] today are controlling costs of maintenance, reducing downtime of vehicles, quick response to critical requirements and accessibility to service facilities; this is what auto companies have to handle to win the hearts of Nigerian customers.

Our state-of-the-art showroom in Lagos should be ready by next year and we plan to create at least 10 Tata service network points at various locations in the next two years. We will continuously augment our manpower in our sales, marketing, spare parts and service departments to fuel this growth and will ensure that the same is done by our dealers and other channel partners. Our aim is to become the No 1 commercial vehicle company of Nigeria within the next two years.

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TATA STORY

Tata: The salt to software brand

A global conglomerate, the Tata group comprises over 100 companies in seven business sectors covering a wide range of industry segments. The group has operations in more than 80 countries across six continents. The total revenue of the Tata group crossed $83 billion in 2010-11, with 58 per cent of this coming from business outside India.

MATERIALS
Iron and steel was the foundation on which the Tata group was built. Today, Tata Steel has matured into one of the worlds largest steel producers, while other Tata companies are innovating composites for new age applications such as ceramics and personal armour.

ENGINEERING
The Tata stable of auto companies includes Jaguar Land Rover, Tata Daewoo Commercial Vehicle, Tata Hispano and Tata Marcopolo Motors. With the launch of the Tata Nano, Tata Prima and the Ace, Tata Motors has straddled the spectrum of automotive applications and grown to be one of the worlds top automakers. Other Tata companies such as Voltas, Tata Consulting Engineers and Tata Projects provide world-class engineering services in diverse industry sectors across the globe.

INFORMATION TECHNOLOGY & COMMUNICATION

The Tata group pioneered the infotech services industry in India when it established Tata Consultancy Services now Indias most valuable IT company and Asias largest software house way back in 1968. Today the group has well-established enterprises in software and telecommunications and includes companies such as Tata Communications, Tata Technologies and Tata Elxsi.

ENERGY
The seemingly simple but daring idea of harnessing water flowing down the hills near Mumbai to create energy marked Indias entry into the league of nations capable of generating hydroelectric power. Today Tata's range of power solutions includes thermal, geothermal, wind and solar energy.

SERVICES
Jamsetji Tata, the Founder of the Tata group, created Indias first luxury hotel, the Taj Mahal Palace. The Taj group of hotels today straddles several countries with over 90 premier hotels, including the iconic The Pierre in New York. Animation, industrial design, global logistics and financial services are also part of the Tata array of services.

CONSUMER PRODUCTS
Consumer products bearing the Tata stamp of quality and trust from tea and salt to watches and readymade clothes have long been part of millions of Indian homes. With brands such as Tetley, Good Earth and British Salt, consumers in over 70 countries across five continents enjoy merchandise carrying the Tata name.

CHEMICALS
Cracking the code for making soda ash, a secret till then known to only a handful of companies outside India, was the spark that ignited the Tata groups interest in the chemicals industry. That initial idea has evolved into a business presence that today includes fertilisers and pesticides, and, most recently, drug discovery and research.

CUSTOMER SPEAK

The right fit

Djibril Ndiaye, the owner of Wakeur Serigne Touba Transports and Secretary General of the Senegal transporters union AFPTU, has been closely associated with Tata Motors since 2003 and has an unrelenting faith in the Tata brand. Dressed in a traditional, sky-blue boubou, he talks to Strides about why robust Tata Motors vehicles are ideal for public transport solutions in Senegal
Please tell us about your association with the transport sector and Tata Motors. The association dates back to 1955 when my father started the business. During his time old European vehicles were used for public transport, mostly Mercedes 408 and Renault R 14, and the sector was unorganised. Since I joined the business in 1997 the public transport sector in Senegal has seen some major changes. For a long time we had aspired for the formalisation of the transport sector. Then in 2001, 14 unions of transporters got together to form Association de Financement des Professionnels du Transport Urbain (AFPTU) and I was elected its secretary general. Thereafter in 2002 and 2003 we visited several countries, looking for the kind of buses that would suit our requirements. In India, we visited the Tata Motors plant and met their executives. Finally in 2005 the formalisation of Senegals public transport system became a reality. Since you were closely involved in the formalisation process, could you tell us of the difficulties you faced in bringing about this paradigm change? When the urban mobility improvement programme (Program de Amlioration de Mobilit Urbain or

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PAMU), which was a World Bankfunded project, saw the entry of Tata Motors as vehicle supplier, the local transporters were reluctant to put their trust in the company because it was not a known brand in Senegal. But I was part of the team that visited the Tata Motors Pune plant and having seen their technology, I realised that they could make aeroplanes if they wanted! Today the scene is different and even those associations who had not favoured Tata then are keen to have an alliance. To reinforce our faith in Tata Motors we recently signed a contract of 200 buses with them. We want to continue our relationship with the company and its representative Unitech Motors to see that more Tata buses come to Dakar.

Mbaye Amar, proud owner of a fleet of Tata LP 613 buses (AFPTU), poses with one of his buses that has covered 317,070km

What are the difficulties faced by the public transport sector in Senegal and have you seen a change in the past couple of years? To begin with, the price of diesel here is very high and so we need to ensure that the buses in our fleet are cost effective. Moreover, spare parts are not easily available in this part of the world. Unitech Motors has eased that difficulty for us. Until the formalisation took place we had old European vehicles which did not earn much revenue as we had to spend on repairs. All that has changed. Thanks to the vision of the Senegal President Abdoulaye Wade, the city now has good roads, which means less wear and tear on buses. In your opinion, what differentiates Tata Motors from other brands? Tata Motors buses are original and well suited for Senegal; we know about the technology used and it fits the bill. We recently tried buses of other brands but have found that their fuel consumption is almost twice that of Tata! This has seriously dented our loan repayment capacity and we are looking for solutions. Do you operate on intercity routes as well? Yes, we are present in intercity operations. As a matter of fact I am the vice-president of the

Intercity Transporters Union. We are now working on formalising the intercity transport sector in Senegal, for which we have a project with Tata Motors. We operate with 50-seater buses in this sector and the fleet includes the Tata Starbus range. However, as we say in West Africa, on ne bouge pas, on dmnage (our travel is as though we are relocating); this sort of transport requires the vehicle to be robust, along with high tonnage payload capacity to handle the excess baggage we travel with. We therefore prefer the new model, the LPO 1618, for intercity routes. My personal opinion is that if Tata Motors could integrate the old metal face design with the new technology, we would have a better adapted version of the bus. Among all the attributes of a Tata Motors vehicle which one would you say is a dealmaker? Firstly, the buses are robust and hence have a longer life cycle, which makes them a profitable investment. Secondly, these buses have a low downtime, owing to the excellent after-sales support given by Unitech. Lastly, and what we like best, is that it is based on simple technology and therefore can be repaired by anyone. Thats what is required in Africa and thats what Tata Motors is able to give us!

Always get genuine and approved parts for your vehicles and have it fitted by trained mechanics only.

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CUSTOMER SPEAK

Incomparable mileage
Small wonder Tata Nano is the ideal car for cramped city roads, says Akanksha Upadhya, a Nano owner in Nepal
I chose to buy Tata Nano because of its looks and fuel efficiency. Its a cute car and ideal for those who have just started driving in the heavy traffic of Kathmandu and other busy cities. The small size is perfect for small streets and parking lots. Turning radius is the most attractive feature of Tata Nano it is as less as 4 metres, which is quite impressive. The mileage offered by Tata Nano is incomparable. Fuel efficiency of this car is amazing. Interior and leg space is a lot more than expected and offered by competitors. Ground clearance is also quite good. Tata Nano as a whole has much to offer to its customers at the price they pay. The car has not required after-sales services as it is very new. But the company constantly keeps in touch to ask about the condition of the car, which is impressive. The car has brought happiness to my family.
Akanksha Upadhya, Reporter, Republic Publications

Features AC with heater (HVAC) Front power windows Driver seat with slider

NANO: FACT FILE

Specifications Engine Max engine power (ps/rpm) Max torque 624 cc, 2 cylinder, MPFI 35 PS @ 5,250 rpm

Passenger side seat with slider Low fuel warning lamp Central locking

48 Nm @ 3,000 rpm

Booster-assisted brakes

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TRAVEL AND LIVING

Enchanting Egypt
The ancient land of Egypt has a lot to offer tourists, from its majestic pyramids and tombs, to fascinating desert safaris, thrilling river cruises and splendid beaches
olidaymakers and tourists looking for a unique travel experience need look no further than Egypt. What this ancient land offers is a wonderful mix of history, culture and adventure, making it a favourite destination for travellers from across the globe. Egypt today serves up a host of fascinating activities for the itinerant visitor. And if you are enamoured by history, then Egypt is an absolute must-see. Here one can travel back in history by visiting ancient 4,000-year-old pyramids, catch a luxury cruise on the legendary Nile from Luxor to Aswan and go deep into the desert to experience the life of a Bedouin.

to visit including those at Giza, the Meidum pyramid, pyramids of Abu Sir and the Saqqara Step Pyramid. Giza is located on the outskirts of Cairo, the Egyptian capital, and is a must-see for every tourist. Khufus pyramid is the greatest in the complex and one of the seven wonders of the ancient world. For 4,500 years, Khufus pyramid was the highest manmade structure, standing at a height of 146.59m. It was only in the late 19th century that a modern structure surpassed it in height. On the Giza Plateau, you will find the great Sphinx and the Solar Boat Museum. Near the Egyptian capital is the pyramid of Djoser in Saqqara, a unique stepped pyramid with six tiers. It is said to be the worlds oldest monumental masonry structure. The blue tiles of Djosers tomb, the hieroglyphs in the pyramid of Pepi I, and the Doors of the Cats (Abwab el Qotat) are fascinating.

ANCIENT WONDERS
The country's most famous label is, of course, the land of pyramids. There are several famous pyramids

The majestic Sphinx at Giza

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A visit to the Egyptian Museum in Cairo is a must. The museum safely preserves 120,000 artefacts including mummies, sarcophagi, pottery, jewellery and King Tutankhamen's treasures. The Rosetta Stone, discovered by Napoleons troops in 1799, set the stage for deciphering the old Egyptian hieroglyphic script. This breakthrough led to a better understanding of the 4,500-year-old Egyptian culture.

You will come across the Valley of the Kings and Queens, the Luxor Temple, the Karnak Temple, Hatshepsuts temple, the Horus Temple at Edfu, the temples of Philae and Kom Ombo, besides the granite quarries and the Aswan High Dam. The evenings are enchanting on the cruise, as you experience the galabiya party, with traditional Egyptian belly-dancers entertaining you. For those who are not much into history, Egypt has splendid beaches along the Mediterranean coast, or along the Red Sea coast in the east. Of all the beaches, the most famous is Sharm El Sheikh, dotted with five-star resorts. The resort town offers facilities for diving, snorkeling, sailing, wind and kitesurfing, sky-diving, or even parachuting from a helicopter. The most happening place for water sports in Sharm is Namaa Bay. One can also take trips or safaris into the nearby Sinai desert, explore the majestic Sinai mountains, or visit the St Catherine Monastery, a Unesco World Heritage site. St Catherine is a place where early Christianity flourished and the orthodox monastic tradition still continues.

CRUISING THE NILE

For generations, the Nile has played a very important role in the lives of Egyptians. Take a cruise on the river from Luxor to Aswan and embark on a unique journey. One gets to explore 3,000-year-old temples, which were lost and then rediscovered in Luxor, Kom Ombo, Edfu, Aswan and Abu-Simbel. These huge temples are spread across several kilometres.

LAND OF SAND
Though Egypt sprawls over a million square kilometres, only 4 per cent of the land mass is inhabited, with the rest being part of the western or eastern desert. A safari into the desert presents stunning landscapes with mesmerising sunsets and night skies. A two-day desert tour takes you first to Bahariya Oasis, a lush haven in the middle of the desert that features date forests and hot springs and also
Cruising on the Nile River

Egypt offers both desert and seaside experiences

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The Black Desert

has amazing ruins. The Bawiti museum has golden mummies that were discovered recently. The oasis is also home to the temple of Alexander the Great, beautifully painted Ptolemaic tombs and old churches. South of Bawiti is the black desert, so named because of the black powder and rocks that are spread across it. Black volcanic hills can be seen far away. The English Mountain is the highest point in the Black Desert and the view of the setting sun is scintillating. Driving across the desert, you come across steep sand dunes. During the trip, you can stop by at a Bedouin village and enjoy a delicious lunch. You finally reach the White Desert, the most popular desert destination in Egypt. Here you will see windcarved rock formations shaped as giant mushrooms or pebbles. You spend the night in the desert, sitting in front of a bonfire, with Bedouin music and food. Sleep inside a tent, and for the experience of a lifetime you can sleep under the open sky in the desert. With so much going for this wonderful country, it is a pity that it has been hit by political turmoil. The civil strife and agitations in Egypt have hit tourism

Mushroom-shaped formation in the White Desert

badly. Egypt has seen a 60 per cent fall in tourist arrivals, and most hotels and resorts in the country are today offering hefty discounts to attract the few visitors who are bold enough to travel there. But there is no doubt that once the dust settles, this country will once again embrace history lovers and holiday seekers.
Soumitra Roy

To maintain your vehicle in optimum condition, use only recommended oils and lubricants. Using thicker engine oil reduces engine life. Avoid mixing different grades of lubricants.

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SP

THE VEHICLE
Tata Motors vehicles in Africa

1 In Senegal, all _____________ are now simply called Tata. 2 Youth in Sudan are finding new ways to become entrepreneurs with _____________. 3 The state of Lagos has ordered for 100 _____________ to improve sanitation. 4 Tata Motors has developed a 10-seater _____________ model for the Democratic Republic of Congo. 5 _____________ will be launched in Ghana in early 2012.

A B

Tata Ace Sumo

Buses

Garbage compactors

Indigo Manza

Answers on Page 17

GLOBAL PRESENCE

Tata Motors footprint currently spans four continents

Distribution network

Manufacturing bases in India

Jamshedpur, Pune, Lucknow, Pantnagar, Sanand and Dharwad

R&D centres

India (Pune, Jamshedpur, Lucknow and Dharwad), South Korea, Spain and UK UK, South Korea, Thailand, Spain, South Africa, Bangladesh, Ukraine, Myanmar and Senegal

Manufacturing and assembly operations (through subsidiaries, associate companies, franchisee / joint ventures)