Tata Motors launches its new sub-brand TAMO


Tata Motors, the leading India automotive manufacturing company recently launched TAMO – a sub-brand of the company. While developing TAMO, the manufacturing company has followed the same branding strategy followed by  the global car makers such as Suzuki and Volkswagen. TAMO is named after Tata Motors where TA stands for Tata and Mo for Motors.

How TAMO will work

According to Guenter Butschek, TAMO will act as an open platform in collaboration with leading technology firms and global start-ups to access new innovations and solutions to design/develop the company’s future products and services. TAMO is expected to create a digital ecosystem that can be leveraged by Tata Motors to support its vehicle business. It is a dedicated vertical launched to facilitate innovation, explore new business models and create partnerships for future mobility solutions. 

The philosophy behind the development of TAMO is to have a small setup that will primarily focus on new technologies, innovations, and upcoming trends in the automotive unit. However, TAMO is also expected to work more efficiently and cost effectively within limited time. It is said that TAMO would require lower investments to develop a new products.

Of late, Tata Motors has come up with a number of strategies to make the firm India’s third largest passenger vehicle maker by 2019. The company plans to reduce the number of its platforms from six to two, reduce complexities and cut cost.  As revealed by Guenter Butschek in his first interaction with reporters on 18 March last year, going forward, Tata Motors would  focus  more on making it agile and “future ready”.

The first car developed by TAMO is supposed to be a luxury sports car that will be unveiled at the upcoming 87th Geneva Motor Show scheduled on March 7.

According to Puneet Gupta, associate director, I.H.S Markit, the TAMO initiative by Tata Motors has the potential to change the firm’s brand image. It will also help the firm connect with gen-next consumers.


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