Tata Motors launches cheaper models of its Prima range trucks

Tata Motors on Thursday launched 10 new commercial vehicles in the Prima LX range which, the company said, are around 20 per cent cheaper than the Prima range of trucks introduced in 2009.

These include six low-priced heavy haulage truck models under the 'Prima' brand, and another four heavy vehicles in the construction segment. With these, Tata Motors now looks to tap the high volume multi-axle segment in the country.

The Prima LX range from Tata Motors medium and heavy commercial vehicle stable is a combination of economy and performance and sets a new benchmark in styling and features.

''The Prima LX range is one such instance of a world-class offering adapted for Indian conditions, redefining customer experience with enhanced technologies, built to global standards with an ideal blend of technology and economy. The new Prima LX trucks being launched today are geared to help customers meet a challenging market environment, allowing transporters to upgrade to a more modern trucking systems," Ravi Pisharody, executive director - commercial vehicles, Tata Motors, said.

The six new Prima LX models launched on Thursday include Prima LX 4928.S SRT, Prima LX 4928.S HRT, Prima LX 4028.S SR, Prima LX 4028.S HR, Prima LX 2523.T and Prima LX 3123.T.

Tata Motors also launched four new tipper truck models - Prima LX 2523.K, Prima LX 2528.K, Prima LX 3123.K and Prima LX 3128.K, all of which have different combinations of drivelines and load bodies, deployed across all possible applications.

The new Prima LX range trucks are priced between Rs18.5 lakh and Rs32.5 lakh against the existing price range of Rs23 lakh to Rs65 lakh for the high-end Prima range trucks.

"The range has been priced just about 5 per cent more than our conventional trucks. With its advanced features, it is a great value for money to customers," Pisharody said, adding, "The Prima LX trucks are geared to help customers meet a challenging market environment, allowing transporters to upgrade to a more modern trucking system."

The conventional trucks of the company are priced between Rs22-35 lakh, depending on the application.

Tata Motors introduced the low-cost models of the Prima range at a time when the commercial vehicle sector is going through a prolonged slump. Total sales of commercial vehicles of the company were down by 25.53 per cent to 46,757 units in 2013 from 62,786 units in 2012.

Tata Motors expects new models to increase its market share, which is around 65 per cent in the medium and heavy truck segment.

"We have been maintaining a steady market share of around 64-67 per cent in the medium and heavy duty trucks. With the addition of this range we believe our share will improve further," Pisharody said

In 2011-12, the market for multiaxle trucks in India stood at around 2 lakh units, Pisharody said. He expects the LX range to contribute 10-15 per cent of the company's truck business in the next three years.