Sat, 13 Apr 2013 18:30:00 GMT | By The Hindu Business Line/S. Muralidhar

Rough ride for Tata Motors

At this year’s Geneva Show, the auto major's stall had little to offer to capture the imagination of visitors and shake up their perception of the ‘Made in India’ tag

Rough ride for Tata Motors (© Reuters)

Tata Motors, a regular at the Geneva Motor Show for many years now, has always attracted the attention of the international motoring media and the automotive industry’s elite in what is arguably the world’s most important auto show. It started off with the Nano and the acquisition of Jaguar Land Rover (JLR) – both of which happened in 2008.

But at this year’s Geneva Show, the Tata stall was spectacularly empty. There were a couple of concept variants — one of the Indica and the other of the Safari, but nothing that could capture the imagination of the visitors and shake up their perception of the ‘Made in India’ tag.

Compare that with the previous two years, when Tata Motors’ micro car concepts — the Pixel and the MegaPixel — were so cute and plausible that Chinese and Japanese journalists had to be escorted out of the turntable because they were trying to get a photograph of the car’s underbody and engine bay.

However, at Geneva this time, since it had nothing seemingly significant to showcase, Tata Motors chose to give up its 15-minute slot for a press conference on the media day. Juxtapose this with the slowdown that the industry is currently facing and the company’s performance in the domestic market. The question that comes to mind is whether Tata Motors is now at a crossroads. Is it in need of a spark, a new kick-starter for its passenger car business?

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