Tata Motors launches new sub-brand – TAMO, will unveil first product on March 7

Tata Motors has introduced a new sub-brand – TAMO as part of its transformation journey ‘FutuReady’. The newfound brand plans to define future mobility solutions with latest technological innovation, partnership and business models.


The first product developed under TAMO will be unveiled at the 87th Geneva International Motor Show on March 7, 2017. It is will be a two-seater, mid-engine sports coupe. The company plans to keep the investment low, thereby allowing them to offer the car with an exciting price tag.

Speaking on the announcement, Guenter Butschek, MD & CEO, Tata Motors, said, “The success of our transformation journey ‘FutuReady’ is measured by our vision and depends on our ability to deliver on our comprehensive strategies for our business units. Our game plan addresses six themes – topline improvement, cost management, structural improvements, customer centricity, new mobility solutions and organizational effectiveness.

TAMO will partner with startups and tech companies giving it access to latest trends and innovations which will develop into futuristic products and services. TAMO will create a digital eco-system and transform the experience of interfacing and interacting with customers.

Tata Aria Coupe Concept Geneva Motor Show 2001
Tata Motors had showcased the Aria Coupe Concept at the 2001 Geneva Motor Show

“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”, added Mr. Guenter.

Tata Motors is exploring various possibilities to secure a firm future position in the ever changing environment of the automotive industry. The company is working towards satisfying the emerging customer preferences by adopting latest technologies, business models and partnerships.

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.”

Tata ConnectNext Concept Interior
Tata ConnectNext Concept showcased at the Auto Expo 2014 gave a glimpse of a futuristic car interior

Tata Motors aims to be amongst the top 3 passenger vehicle manufacturer by 2019. It expects TAMO will assist to fulfil this goal. The company predicts a strong demand in the hatchback and SUV segment in the future. It will reduce its vehicle platform to just two architectures and introduce around 7 to 8 variants of products based on it.

Speaking on its well-defined passenger vehicle strategy, Mayank Pareek, President, PV Business, Tata Motors, said, “In line with our new PV strategy, our portfolio will include a mix of brand enhancing products and ones that are well aligned to the rising aspirations of the different target customer segments. Our strategy is to deliver 7-8 product variants from two platforms, for greater coverage and sizable economies of scale.”

TAMO is an incubating center of innovation that will redefine future mobility in India

“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”, added Mr. Pareek

Click Here to watch the countdown for TAMO