Tata Motors Coming to the Philippines: But Sadly not the Nano

I have always thought that Indian Cars would be sell well in the Philippines if ever they entered the Market. Their cars are rugged and durable. Mahindras, Hindustan Motors, Tata and Maruti/Suzuki have built a reputation for simplicity and quality. While their styling is YMMV^*, I personally like the way they are styled.

Indians are also technically proficient. A quick look at their internet fora and the number of car programs as seen on youtube shows that the Indian is a discerning motorist. I also suspect that the road conditions in India are so much worse than in the Philippines that a car built for India would have no trouble negotiating the potholes and floods of Manila and the dirt and mud of the Provinces.

This brings us to Tata Motors. The first Indian car manufacturer^** to sell its vehicles in the mass market. It is poised to capture a significant share of the Philippine market and possibly pave the way for other Indian manufacturers.

The Top Gear Philippines website confirms the entry of Tata into the Philippines and lists down the confirmed models that will make it in the Philippines. As listed in their As listed in their website:

“The first car is the Tata Manza, a four-door subcompact sedan that's about the size of the Toyota Vios. In India, the Manza is equipped with either a diesel or gasoline engine, but Pilipinas Taj will bring in the petrol version, which has a 1.4-liter four-cylinder motor that produces 89hp and 116Nm. The engine is mated to a five-speed manual transmission.

“The second model is the Tata Sumo Gold, a '90s Pajero-looking SUV that's almost as long as the Mitsubishi ASX. Only the 4x2 variant will be brought in initially. It is powered in India by either a 3.0-liter CR4 turbodiesel rated at 84hp and 250Nm, or a 3.0-liter Di turbodiesel rated at 69hp and 223Nm. Obviously, we hope that it's the former that will be sold here.

“The third vehicle is the Tata Vista, a small hatchback that's slightly longer than a Kia Picanto. The Vista is available in India with three diesel engines and one gasoline motor. We're getting the lone petrol powerplant, a 1.2-liter four-cylinder unit worth 64hp and 96Nm. Like the Manza, this variant comes with a five-speed manual gearbox.

“The fourth model is the Tata Xenon XT, a compact pickup that's a bit shorter than (but just as wide as) the Isuzu D-Max. Fans of off-road driving will be relieved to know that both the 4x2 and 4x4 variants will be launched in our market. This workhorse is propelled by a 2.2-liter CRDi turbodiesel that churns out 138hp and 320Nm, and equipped with a five-speed manual transmission.

“So, which Tata model can you picture parked in your garage this year?”

Absent from this list is the Tata Nano. The world's most affordable car.  The absence is disheartening because I personally want to own a Tata Nano. I think that this is a great car. It is innovative; striking appearance and it carries with it a bold statement.

It is innovative because it needs to be cheap. It has to be built with as few parts as possible with many parts having to share multiple functions. Its lightwight, economical and surprisingly safe. It comes in a mid-engined rear wheel drive layout. This is a very sporty layout because most supercars are built using this layout. I suspect that is has superb handling characteristics which make it a joy to drive.

Just see the following documentary to learn about the development and manufacture of the Nano. 

Part 1

Part 2

Part 3

It has a striking appearance. Well, just look at it. It looks like Pikachu.

I find it cute.  

It carries with it a bold statement. I like to compare it to the Classic Volkswagen Beetle. It is slightly alternative—hippie even. It seems to tell the world that you don't need an expensive car to be happy and satisfied with what you drive. In this way, it compares with the Classic Fiat 500. I suspect that as the years go by, the car will develop a cult following, much like the Beetle.

I think that it will be a big hit here in the Philippines and that Tata should consider bringing it in the market as soon as they can.

I disagree with the article of Tessa Salazar in the Inquirer which argues that the Nano will not sell in the Philippines because it seats only four people and that Pinoys tend to buy AUVs because they can bring entire families with them on their trips. I disagree because the author assumes that the Nano will be bought by single car families. For this type of buyer, the natural choice would be an AUV because the whole family would need to fit. But I think that the Nano would appeal to multiple car families: Specifically to yuppies and to college students. It will become popular transport for those who use cars to go to work daily. It may become popular as a “coding car.” Yes, it is true that the Nano is supposed to be a pang-masa car, but its future may lie with the affluent customer, who needs a spare car.

Aside from the affluent, the Nano might become popular as a fleet vehicle and as a taxicab. The Suzuki Alto (which is related to the Indian Maruti Alto) has proven to be popular as a fleet vehicle, as a taxi and as personal transport, the Nano may also become popular in a similar role.

Related Posts:

Mahindra Coming to the Philippines:  Its the Invasion from the Subcontinent

Please bring the Nano to the Philippines.

*Your Milage May Vary

**Land Rover and Jaguar do not count. They may be Indian owned, but they are still the embodiment of the “Euro car.” Suzuki/Maruti does not count either because it is marketed as a Japanese brand.