'Tata Motors set to be a big brand in S Africa',says partner

Tata Motors will be a big international brand in South Africa in the years to come, as its vehicle sales in the country were rising even during the financial crisis a few years ago, Mannie De Canha, CEO of Associated Motor Holdings, the local partner of Tata Motors, has said.

Commenting on the tenth anniversary of the partnership, De Canha said that 60,000 Tata units had been sold so far in the country.

"This is no mean achievement in the last ten years, and I think our credibility is there in a highly competitive market," De Canha said.

"South Africa is full of choice. We are in a very competitive market and we have to go the extra mile with Tata to ensure that our customers get what they deserve, he said.

De Canha was speaking at the launch of the latest addition to the Tata passenger vehicle range, the Aria, at the 2013 Johannesburg International Motor Show on Thursday.

Tata Motors' Managing Director Karl Slym said the current range of four passenger vehicles in South Africa would be increased to six in a few months' time.

"We have chosen a few focus markets, of which South Africa is one where we can strategically focus efforts, where we can expand this great export capability...".

"We export to 160 countries, but I do feel that we have not given enough attention to a market such as South Africa, so we want to step up our business in South African terms of Tata's new Horizonext principles," Slym said at the launch.