Tata Motors to debut performance brand TaMo

The details are quite scarce but it seems the ‘next BIG thing from Tata Motors’ as the media invite states is a new sub-brand called TaMo (a short form of Tata Motors). The new brand is set to make its debut today with at a press conference in Mumbai and an announcement of related strategies for the brand. A product is also expected to be shown, and we expect it to be sportier than any of the current offerings from Tata Motors. 

Products under the TaMo brand are expected to be based on entirely new platforms and offer better performance and sportier handling than we have seen on any Tata product before. That said we also expect sportier versions of current products like the Tiago and Bolt in the near future too. According to reports, TaMo’s first car is being developed in partnership with Tata Motors European Technical Centre or TMETC in Coventry, UK and the Tata Engineering Research Centre (ERC) in Pune. 

It is expected however that the car will be showcased at this year’s Geneva Motor show as a concept rather than a production ready version. Traditionally, the Geneva Motor Show has always been a place where Tata Motors has showcased new products and it wouldn’t be surprising if the brand uses the opportunity to debut the new sub brand. Goes without saying this would be a giant leap forward for Tata Motors, a brand that had been ailing for a while, primarily due a lack of new and exciting products in its line-up. The Bolt, Zest and Tiago have sure done their bit in helping the brand come up in the recent past, and if the initial response to the new Hexa crossover is anything to go by, we can only expect Tata Motors to revive its fortunes.  

Its obvious Tata Motors is keen on catching the attention of younger buyers with their newer products and the new design philosophy, and the introduction of a performance brand seems perfectly in line with that thought process. Several years ago, J Anand, a well-known name in Indian motorsport and the man responsible for making some of the best race cars in the country had made a performance version of the Indica. More recently, Anand had made a 230PS version of the Tata Nano, powered by the 1.3-litre, inline four cylinder engine from the Suzuki Hayabusa. These were one-offs but clearly hinted at the brand’s sportier intent. A sub performance brand should certainly help Tata Motors get into the fast lane in the minds of enthusiasts then.