Tata Motors to drive into smaller towns via tieups with OMCs

Mumbai | New Delhi: Tata Motors has now turned its focus on sales and marketing with a long-term aim of achieving 10% market share in the domestic car market. To get incremental sales, the company is looking to increase its geographical reach in the country through boutique dealerships for smaller towns.

It is looking for partners who have a wide retail network to share space with, like oil marketing companies (OMCs). This will bring down the investment of dealers, while also allow rapid entry into newer markets. These dealerships will showcase only one or two smaller, more popular cars that are relevant for the given location, said Vivek-B Srivatsa, head of marketing for passenger cars at Tata Motors.

"A Tiago customer wants to see aTiago, he doesn’t want to see five cars, he doesn’t want a huge showroom," Srivatsa told ET. "In fact, in smaller towns, huge showrooms create hesitation."