India auto giant enters PH market

WITH a 140-year Tata heritage (including 69 years in the locomotive and automotive industries) backing him up, Nicky Mariano, himself a 25-year veteran in the Philippine automotive industry, sees bright days ahead for Pilipinas Taj Autogroup. File photo by Tessa Salazar

MANILA, Philippines—Tata Motors Ltd., the largest manufacturer in the Indian automotive industry, has formally entered the Philippine market, as the company considers the country to be the perfect platform for future growth and expansion in Southeast Asia.

RT Wasan, head of international business for commercial vehicles of Tata Motors, on Thursday described the Philippines to be an “interesting market,” which could provide a great opportunity for the company.

“We have studied the market here for the last couple of years. We’ve done customer clinics … understanding the requirements and needs (of Filipino consumers) to make the product suitable for the Philippines,” Wasan said.

According to Johnny Omman, head of international business for passenger cars of Tata Motors, the Philippines is an important market in Southeast Asia.

“We are very excited to be here. We are looking forward to seeing Tata vehicles on the roads of the Philippines,” Omman said, describing the country as a “high growth market.”

Through an exclusive distributorship agreement with Pilipinas Taj Autogroup Inc., Tata Motors will introduce a total of 10 models by the end of the year, said Pilipinas Taj general manager Nicandro O. Mariano.

The group has opened a showroom in Davao, which is currently accepting inquiries. Pilipinas Taj is set to open another branch in Cainta (Ortigas extension), Mariano said.

Over 8 million Tata vehicles now ply Indian roads since the first rolled out in 1954.—Amy R. Remo