Abstract

This case is about the development of Tata Ace, a mini truck introduced by Tata Motors Ltd. (Tata Motors) in 2005. Tata Ace created a completely new market segment and became a huge success in the Indian market. The case also discusses the nature of the competition in the light commercial vehicle market in India and the reasons for the success of Tata Ace.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Tata Motors, Ace, Bajaj Auto Limited, Light Commercial Vehicle, two wheeler, three wheeler, four wheeler, manufacture, new product development, small commercial vehicle, Hyundai Motor India, Piaggio Vehicles Pvt. Ltd., Mahindra & Mahindra , India automobile sector, industry, market research study