Tata Motors Unveils New Sub-Brand TAMO; To Launch Sports Car At Geneva

Tata Motors presented its new passenger vehicle strategy and introduced its new sub-brand - TAMO. While yes, it is short for Tata Motors, the company calls it the Tata's Future Mobility. TAMO will act as an incubating centre and this means it will become the hub of innovation and new technologies. The carmaker has unveiled its first product under the new sub-brand - TAMO Racemo at the Geneva Motor Show 2017. Tata Motors will be tying up with different partners globally and TAMO will act as a funnel where all the technologies and innovations will come from. This is a good move to make Tata Motors future ready and this means that the company will be right on the ball with regards to getting new models in to the country.

Beside this, Tata Motors also announced that it will bring in two brand new car platforms, which will be scalable in nature and this will allow it to be more flexible in terms of the cars that it plans to bring out. So, the company will be able to build everything from a hatchback to a sedan, a crossover and even an MPV on the same platform. Tata Motors calls it the Advanced Modular Platform (AMP for short) and the company will switch to this platform by 2018.

TAMO is a low volume, low investment model to provide fast tracked proves of technologies and concepts. This means that Tata Motors will be able to attend to the demand of the market faster. TAMO will act as an open platform to network with global start-ups and leading tech companies, to get access to trends, innovations and solutions, for the design of exciting future products and services.

Speaking on the announcement, Guenter Butschek, MD & CEO, Tata Motors, said, "Our game plan addresses six themes - top-line improvement, cost management, structural improvements, customer centricity, new mobility solutions and organizational effectiveness. To secure our future in a rapidly changing environment, the advanced mobility solutions space is of utmost importance. The introduction of TAMO will help us to co-design India's automotive footprint by taking new technologies and mobility concepts as a new ecosystem to market."

First TAMO Product to be Displayed at Geneva Motor Show

So, let's get a few things clear. The products sold under the TAMO sub-brand will not have separate dealerships, but according to Guenter Butschek, it promises to have a renewed service experience. Tata Motors is aiming to be amongst the top 3 passenger vehicles manufacturer by 2019, in India and this will mean a considerable amount of cars pouring out.

The first product developed by TAMO will premiere at the upcoming 87th Geneva International Motor Show on March 7, 2017 and this is where we'll get a glimpse of what's in store for us from this sub-brand. From what we know, it will be a mid-engined sports car which will be something we've never seen before from Tata Motors.

Mayank Pareek, President, PV Business, Tata Motors, said, "Our strategy is to deliver 7-8 product variants from two platforms, for greater coverage and sizable economies of scale. Our new architectural approach supports our effort to reduce complexity, enables future technologies and ensures global relevance. We have mapped technology solutions in key areas such as powertrain systems, ADAS and enhanced connectivity to our future product portfolio and have defined the application framework. Our goal is not to just comply with the emerging regulations but be ahead of the requirement."

With the emergence of new vehicles and platforms through TAMO, we will also see innovation in the field of powertrains and this means the company will foray into the hybrid and electric powertrain segment and though we've foreseen this previously, it'll be great to see how the company engineers these cars. 

Dr. Tim Leverton, President and Head Advanced and Product Engineering, Tata Motors, said, "With TAMO, we are starting a new era. The idea is to find new and agile ways of innovating and experimenting. Our success in this new mobility world will be contingent to our ability to network globally and to partner with new thought leaders. Our focus will be to scout for new technologies and to explore opportunities at the innovation hubs across the globe and to work with start-ups in the new spaces. Since this requires a different way of thinking, we will apply within TAMO also, new ways of working because leadership is all about time to market."