Driving the Future: Shubhranshu Singh, CMO of Tata Motors Commercial Vehicles, on Innovation, Leadership, and the 'Better Always' Philosophy

Tata Motors Commercial Vehicles, India’s largest manufacturer of trucks and buses boasts a global presence. Be it rough roads, heavy loads or extreme conditions, Tata’s  commercial vehicles are appreciated for their resilience, reliability and exceptional value. Pioneers of eco-friendly mobility in India, Tata commercial vehicles lead the adoption of zero-emission technologies for mobility solutions. Future-focused and customer-centric.

In an insightful conversation with Shubhranshu Singh, the Chief Marketing Officer of Tata Motors Commercial Vehicles, we delved into the company’s strategies, vision, and innovations that have propelled it to the forefront of the commercial vehicle and electric vehicle (EV) industries. The following sections capture his insights, vision and strategies in detail.

What Keeps Tata Motors Commercial Vehicles Ahead in the EV Space?

“Tata Motors Commercial Vehicles are recognized not only as a pioneer but also as a leader in the commercial vehicles industry.” He credited the brand’s success to trust, transparency, and relentless innovation. By continuously improving reliability and integrating cutting-edge technologies, Tata Motors Commercial Vehicles ensures its offerings not only provide value but also enable customers to grow their businesses.

He further added that trust in Tata Motors Commercial Vehicles stems from the commitment of pushing boundaries and delivering dependable solutions that empower entrepreneurs.

The Role of AI in Commercial Vehicles

Artificial intelligence (AI) is poised to revolutionize the commercial vehicle sector. Tata Motors Commercial Vehicles leverage AI to enhance customer experiences, optimize marketing, and improve service delivery. Tata Motors Commercial Vehicles has developed a customer data platform and refined social media strategies to reach the right audience effectively.

Competing Globally with Local Strengths

In the face of increasing global competition, Singh outlined Tata MotorsCommercial Vehicles three-pronged strategy:

1. Trust in the Brand: Tata Motors Commercial Vehicles are deeply respected and trusted by its customers.
2. Value for Money: The company’s offerings are reliable, aspirational, and packed with advanced features like telematics and ADAS (Advanced Driver Assistance Systems).
3. Ecosystem Approach: Beyond vehicles, Tata Motors Commercial Vehicles provides a holistic ecosystem, including service centers, spare parts, telematics-enabled insights, and safety advancements.

“Our philosophy of ‘Better Always’ reflects our commitment to continuous improvement.” 

Vision for the Next Decade

Tata Motors Commercial Vehicles envisions a future deeply aligned with India’s economic growth and sustainability goals. From supporting infrastructure development to offering innovative solutions for last-mile delivery, the company is at the forefront of nation-building.

Tata Motors Commercial Vehicles diverse business models, including B2C (small commercial vehicles), B2B (heavy commercial vehicles), and B2B2C (vans and buses). This wide-ranging approach ensures the brand remains a key player in every sector of the economy.

Embracing Digital Transformation

The Digital India initiative has significantly influenced Tata Motors Commercial Vehicles operations. Singh revealed that 20% of the company’s sales are now driven by digital leads.

“India is a young, digitally-savvy nation. To cater to this demographic, we’ve prioritized mobile-first, frictionless access to our products and services. Our partnerships with influencers and robust social media presence further strengthen our digital endeavors.” 

Balancing Cost Efficiency and Innovation

In a price-sensitive market, Tata Motors Commercial Vehicles focus on optimizing cost efficiency without compromising innovation. Customers increasingly prioritize time over money, recognizing that improved operational efficiency directly boosts profitability.

“Our technologies are designed to offer better business returns while providing customizable solutions for varied customer needs.” 

The Future of Electric Vehicles

As a pioneer in the electric vehicle (EV) segment, Tata Motors Commercial Vehicles are paving the way for a greener future. With offerings like the Ace EV and a growing fleet of electric buses, the company is addressing customer concerns around range anxiety, charging infrastructure, and resale value.

“The opportunity for EVs is immense, and we are committed to driving this growth by educating customers and alleviating their concerns.”

Revolutionizing After-Sales Service

Tata Motors Commercial Vehicles boasts one of the largest service networks in India, ensuring seamless after-sales support. From online service accessibility to the “Star Guru” initiative, the company aims to minimize downtime and maximize customer satisfaction.

“Our goal is to make service a routine, hassle-free experience so that customers can focus on their businesses.”

Adapting to Regulatory Changes

With evolving emission and safety regulations, Tata Motors Commercial Vehicles has consistently stayed ahead by not only complying but also enhancing its product lineup. Singh highlighted improvements in mileage, reliability, and overall cost of ownership as key achievements under the BS6 Phase II norms.

“Better Always"

Summing up the company’s ethos, Singh said, “Better Always is about making every finishing line a starting line. It’s the relentless pursuit of excellence, where the sky is not the limit but the baseline.”

Tata Motors Commercial Vehicles stands as a beacon of innovation, resilience, and customer trust, continually raising the bar in the commercial and electric vehicle industries. Through its steadfast commitment to the ‘Better Always’ philosophy, the company has seamlessly integrated cutting-edge technology, eco-friendly solutions, and customer-centric strategies to address emerging market needs. Tata Motors Commercial Vehicles continues to drive progress and redefine possibilities, reaffirming its position as a trusted partner in India’s journey toward economic growth and a greener tomorrow.