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Tata Motors exploits group strength for positioning

With the auto industry getting disrupted with the upcoming technologies, Tata Motors is relying on their group strength to position themselves as a provider of mobility solutions. Tata Motors also needs to reinvent itself and move towards new technology as well as business models. Butschek, the MD, and CEO of Tata Motors stated that the tender provided to the company under the FAME scheme for supplying more than 350 electric buses to 11 cities has provided the company an edge and a leverage on group strength. The company will be moving towards new technology in addition to moving towards new business models. He also stated that at present the discussion of the auto industry is determined by autonomous, electric, connected and sharing.

He also stated that not only is Tata motors one of the largest companies in Tata group, but the fact that the company is going through disruptions which need competencies which is absent in the portfolio today. However, there are other group companies including TCS connecting with which can play technology in their favor and can help them become more powerful. About the relationship that Tata Motors has with TCS it is being said that Tata Motors has had a long strategic relationship with TCS and that they have worked together on various platforms.

Butschek stated that the tender which required the delivery of electric buses was the platform which was ideal in order to influence the strength of the group for providing the actual vehicle and providing IT-related as well as other maintenance services. He also added that with this newly recognized leverage to bank on, Tata Motors will bid for 11 cities on the back of its 12-meter electric bus with all the latest technologies.

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