Since the collaboration made between DRB-HICOM Commercial Vehicles (DHCV) and Tata Motors Limited (TML) in 2013, both companies have made several strategic plan to ensure Tata able to compete with other brands especially from China in commercial vehicle segment.
Yesterday, DHCV have introduced two new models for Malaysia market; Tata Xenon Pick-up and Tata Prima Prime Mover in Glenmarie, Shah Alam. The ceremony was launched by Tan Sri Dato’ Sri Haji Mohd Khamil Jamil, Group Managing Director of DRB-HICOM and it was witnessed by Mr Ravindra Pisharody, Executive Director Commercial Vehicles Business Unit, Tata Motors, Mr R.T. Wasan, Head of International Business-Commercial Vehicles, Tata Motors and Dato’ Radzaif Mohamed, Chief Operating Officer, Automotive Distribution & Manufacturing of DRB-HICOM.
Tata Xenon Pick-up
Tata Xenon Pick-up is targeting for commercial applications for traders in small & medium industries. Buyers can use the Tata Xenon to carry up different type of goods. We can see its application in estate plantation, orchards (to carry a lot of durians? Sure it can!), new development sites and restaurant owners to carry their goods like fish, vegetables, chicken etc. There will be 6 variants of Tata Xenon for potential buyers to choose. Tata Xenon was powered by the all new 2.2 litre Common Rail Turbo Diesel engine which produced 140ps (130Kw). The Tata Xenon is being produced in Thailand and it will be brought into Malaysia in CBU form. Starting price for Tata Xenon starts from RM 60,000 to RM 80,000.
Tata Prima Prime Mover
Available in two variants, Tata have made a big moved by introducing the new generation Medium and Heavy Commercial Vehicles yesterday. Tata Prima have been conceptualized, designed and developed for global market. It set a new styling and features with combination of power, fuel efficiency, advance technology and safety (Personally, we really love its new design). Tata development team have gather technical inputs from United States, Italy, German, Sweden, Korea and Japan. It is to ensure their Tata Prima have a world class quality. Tata Prima is targeted for fleet owners, distribution and logistics companies. There will be two variants for Tata Prima Prime Mover. The Tata Prima 4×2 will cost around RM270,000 while Tata Prima 6×2 will have a price tag of RM320,000.
With the introduction of two new models, DHCV and TML hope Tata brands will revive in Malaysia. The collaboration will enable DRB-HICOM to build and deliver vehicles in HICOM Automotive Manufacturers (Malaysia) Pekan, Pahang. The CKD assembly operation will received RM 10 million investment to cater future demands for the production of Light, Medium, Heavy commercial vehicles and buses under Tata flagship.
A new ‘3S’ centre has been established in Selayang, Selangor. The ‘3S’ centre will provide after sales support with 12 service bays to provide service and spare parts under one roof. With the ‘3S’ centre, DHCV hope their customers will have a better experience. Initially, DHCV have strategically appointed seven dealers through out Malaysia which located in Selangor, Perak, Negeri Sembilan, Johor and Sabah. The dealers were presented with certificates during the launch.
The ceremony also witnessed the handover of the Tata Prima Prime Mover to DHCV’s first two clients, Konsortium Logistic Berhad (KLB) and PUSPAKOM.