1. The document summarizes key business challenges and accomplishments for Tata Motors' commercial vehicle business from 2008 to 2011. It highlights turnarounds in different vehicle segments through new product introductions, reduced marketing expenses, and market-specific initiatives. 2. Major accomplishments included transforming the product range to stricter emission norms, launching 21 new products and variants, and rolling out new platforms. Innovative rural marketing and financing initiatives expanded the customer base. 3. Key segments that saw turnarounds included 2-3 ton pickup trucks returning to profits, gains in market share and volumes for 3.5-7.5 ton light commercial vehicles, and market share increases for 9-14 ton intermediate commercial vehicles

1. 1
 A Benchmark period in terms of Business results ( Please refer Subsequent slides)
Key Responsibilities :
Brand management & communication ; Marketing - Industry / Market / Regulatory environment / Consumer analysis & competition
bench-marking, product strategy / planning / positioning & pricing to sustain competitive edge in mid & long term ; Rural marketing ;
ROI & Development of top-line, bottom-line and Mshares.
Key Business challenges in 2008:
1. End-customer sale of 2 Cyl ACE averaging around 6000-6500 inspite of entire country having been opened up for sale.
2. Tata Motors facing exit in traditional PU segment ( 2 to 3Ton) with fast declining Mshares & volumes and negative contribution
3. 3.5T to 7.5 Ton industry shrinking YOY where Tata Motor has Leadership and products with good contribution
4. 8 to 14Ton segment: A stagnant situation for Tata Motors over the years both in Volumes and Market shares. In some markets
Mshares dismally low.
Key Accomplishments:
New product Introductions:
 Transformation from EII/ EIII to EIII/EIV of the complete
range
 21 new products & variants including –
 ACE Ex,
 SuperAce,
 Zip,
 Iris,
 Venture,
 RX pick-up,
 Xenon pick-up ( CNG)
 1109HEX2,
 1109 sleeper cab,
 LPK 909 27WB for kerala with HD rear axle,
 407PU ( Incremental revenues & today its about
40% of LCV sale). Mech engine in EIII.
 CNG versions on 909 platform
 Y1 (Ultra) Platforms at multiple tonnage points rolled out for
engineering validation.
 Programs for facelift, Dicor option, TC & TCIC on ACE
platform signed off.
New initiatives institutionalized:
Pioneered following innovative initiatives with short and long
term business impact,
 Rural Marketing ( First time by a CV player).
 PCG ( Public, co-operative & Gramin) bank
 Financier spread
 RWA ( Race with ACE)
 19 customized applications on ACE
 Other initatives : Focus Dealers / Sleeping Dealers / Dealer
performance card / Shaan / Mahasangram / TN53 / AP40 /
Reclaim / NUD / 5D11 / 3 year AMC at no cost to Co. / brand
perspective e.g. 410 to 407 / OEM focussed campaigns

2. 2
Retail trend: Continuous growth
Time-line : 2008-11
Market Development & Ramp-up of ACE Goods Carrier ( 2Cyl)
6000 to 14000 per month levels
31%
29%
In addition,
1. Soft top Magic went up from 2750 to 4500 per month
2. Vans ( Venture & Winger) went up from 250 to 800 per month

3. 3
27
73
0
10
20
30
40
50
60
70
80
1.4.08 1.4.11
14.02
40.04
-24.19
-44.7
-78.88-100
-80
-60
-40
-20
0
20
40
60
06-07 07-08 08-09 09-10 10-11
39.4%
35.4%
33.5%
20.9%
13.7% 14.3%
17.1%
5.0%
35.0%
04-05 05-06 06-07 07-08 08-09 09-10 10-11
12990
7570
11068
20622
17891 20306
12171
04-05 05-06 06-07 07-08 08-09 09-10 10-11
Year of Financial Crisis.
Ever increasing rate of
degrowth reduced
17% Growth inspite of
high 46% growth in the
previous year
207 Volumes
The V Curve
0.6
2.8
-13%
-40%
Top-line & Bottom-line Improvement
Reducing the Leader-Follower Gap
Additional Bottom-line Improvement
Based on Q4 avg retail per month
Dealer WC productivity
-38%
46%
17%
207 NATIONAL MS
The V Curve
PU Contribution (crs)
The V Curve
207 Dlr Stk : No of Days
MS downslide arrested after steep
decline on YOY basis for last 4 years.
*Super Ace Nos not included in above charts
Time-line : 2008-11
PU Turnaround ( 2 to 3Ton): A ground to look forward for Tata Motors

4. 4
68% 68%
64% 64%
69%
72% 72%
04-05 05-06 06-07 07-08 08-09 09-10 10-11
TML National MS
Year of Financial Crisis.
Ever increasing rate of
degrowth reduced
17% Growth inspite of
high 57% growth in the
previous year
Ever
Highest
TML Volumes: The V Curve
5
3
Increased in
Year of
financial crisis
* 8% MS growth over
last 2 yrs sustained
-11%
-15%
-18%
Top-line & Bottom-line Improvement
Enhancing Leadership
16490
15590
11975
8200
07-08 08-09 09-10 10-11
Reduction in Trade Schemes (Rs/Veh)Reduced even in Year of
financial crisis
-32%
-23%
-5%
-50%
Net Reduction
Additional Bottom-line Improvement
0
5
10
15
20
25
30
35
1.4.08 1.4.11
Dlr Stk : No. of days
33
23
Based on Q4 avg retail per month
Dealer WC productivity
Time-line : 2008-11
LCV Turnaround ( 3.5 to 7.5Ton) : Surprised the Industry

5. 5
32310
27730
24780
19000
10000
15000
20000
25000
30000
35000
07-08 08-09 09-10 10-11
19138
13249
20541
25798
0
5000
10000
15000
20000
25000
30000
07-08 08-09 09-10 10-11
23%
24%
26%
08-09 09-10 10-11
31%
36%
39%
08-09 09-10 10-11
Reduced even in Year of
financial crisis
-
14%
-
11%
-
23%-
41
%
Year of
financial crisis
-31%
55%
26%
26% growth after 55%
growth in the previous year
Ever
highest
5%
3%
1%
2%
MS: Andhra Pradesh
(AP40 initiative)
Reduction in Trade SchemesVolumes
MS: Tamil Nadu
(TN53 initiative)
Time-line : 2008-11
ICV ( 9 to 14T) gains in volumes & Mshare
with reduction in marketing expense by 41%.
Successful
Market
specific
initiatives
Exit MS: 2% up.

6. 6
Successful new product launches:
 Transformation from EII/ EIII to EIII/EIV of the
complete range
 21 new products & variants including –
 ACE Ex,
 SuperAce,
 Zip,
 Iris,
 Venture,
 RX pick-up,
 Xenon pick-up
 1109HEX2,
 1109 sleeper cab,
 LPK 909 27WB for kerala with HD rear axle,
 407PU,
 CNG versions on 407,709 & 909 platforms
 Y1 (Ultra) Platforms at multiple tonnage points
rolled out for engineering validation.
Successful new initiatives institutionalized:
Pioneered following innovative initiatives with
short + long term impact, thereby adding to core-
competencies of business ;
 Rural Marketing ( First time by a CV player).
 PCG ( Public, co-operative & Gramin) bank
 Financier spread
 RWA ( Race with ACE)
 24 customized applications on ACE
. Time-line: 2008 April to June 2011
New Products and Market Initiatives