Case | HBS Case Collection | September 2007 (Revised January 2008)

Tata Motors: The Tata Ace

by Krishna G. Palepu and Vishnu Srinivasan


Considers the strategy and experience of Tata Motors, India's leading commercial truck maker, as it developed a new small commercial vehicle, the Tata Ace. Positioned as a replacement for the three-wheelers that predominated as small commercial vehicles in India, the Ace create a new product category and enabled Tata Motors to access a new market segment. The company adopted tailored approaches to product design, distribution, marketing, service, and sourcing for the vehicle. After successfully targeting the niche, considers how Tata Motors might grow its presence in the segment with new models, enter new regional markets, export to developing or developed countries, and face new competition.

Keywords: Emerging Markets; Product Development; Product; Innovation Strategy; Business Strategy; Marketing Strategy; Auto Industry; India;


Palepu, Krishna G., and Vishnu Srinivasan. "Tata Motors: The Tata Ace." Harvard Business School Case 108-011, September 2007. (Revised January 2008.)