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India's popular last mile public transport brand - Tata Magic crosses three lakh sales mark
X India's popular last mile public transport brand - Tata Magic crosses three lakh sales mark
Date : Sep 21, 2015

MUMBAI: Tata Motors has achieved a new feat in its last mile public transport portfolio by reaching a remarkable sales mark of 3 Lakh Tata Magic, its most popular public transport vehicle. This is a significant achievement for the Company given that unlike a cargo vehicle, apart from vehicle registration, a passenger transport vehicle also needs permit, an approval issued by a state or regional transport authorities for the use of a passenger transport vehicle. Only on receiving these permits an operator can ply these vehicles on the roads. With the Tata Magic, Tata Motors has been successful in breaking this highly complex structure of the last mile passenger transport vehicle industry with over 85% market share, in this segment.

The Tata Magic enjoys unmatched brand equity in the segment and will contribute towards the Smart Cities programme by providing an all-weather proof, stylish, four-wheeler, safe and comfortable passenger carrier, which is better on emission and provides superior operating economics. Over the years, Tata Magic has earned appreciations from various government stakeholders – district authorities / transport authorities and also Ministry of Urban Development have been endorsing it as an ideal vehicle to replace old three wheelers and uplift the face of last mile public transport in urban & rural markets in India.

According to Mr. Ravi Pisharody, Executive Director, Commercial Vehicle Business Unit, said, “Today, with the achievement of 3,00,000 sales mark of the Tata Magic, we yet again, confidently testify the value and trust we offer to our customers. The Magic’s success is a testimony to our engineering excellence and strong customer orientation. With a market share of over 85%, Tata Magic has revolutionized the last mile passenger transport segment. We are proud and humbled by the immense support and trust provided by our customers which has helped us reach this milestone. With the largest and strong growing network in place, a continuous slew of upgrades, new launches and specific marketing interventions, we continue to be the dominant player and make huge strides in the Small Commercial Vehicle Industry.”

Being the leader in the commercial vehicles industry in India, Tata Motors gains in-depth knowledge on consumer sentiments and requirements. The Company recognized a latent customer need to create a completely new market segment to pioneer the concept of small passenger carriers. Developed on the remarkably successful ACE platform, Tata Magic was introduced in June 2007 as India’s first small commercial four-wheeler in last mile public transport. The Tata Magic was designed to offer a comfortable, safe, four-wheeler public transportation mode to the urban and rural areas in a segment which was dominated by three-wheel passenger carriers. Like the Ace brand, the Magic family too has helped uplift many lives and has been a strong contributor to the growth of many entrepreneurs in India.

As the Tata Magic family’s renown spread, Tata Motors went on to make deep inroads across the country. At present, about 184 dealerships, with 1,600 showrooms, sell the Magic variants. The Tata Magic is used as both intercity as well as intra-city vehicle. While the Tata Magic sells across all states in India, the key markets are Rajasthan, Uttar Pradesh, Orissa, West Bengal, Bihar, Maharashtra, Madhya Pradesh, Chhattisgarh, Karnataka and Andhra Pradesh. In states like Rajasthan, Gujarat, West Bengal, Magic has been allowed to run in intra-city routes with stage carriage permits. The Tata Magic has replaced many auto-rickshaws in Gujarat, Rajasthan, Assam, West Bengal, Madhya Pradesh and so on.

The Tata Magic is also sold through Tata Motors’ rural Marketing initiative for commercial vehicles, known as NEEV, a detailed rural program with exclusive focus on villages of India. It incorporates village executives called Tata Gram Mitras and Tata Kisan Mitras who promote Tata Magic along with other products in villages including schools across the country.

The Magic family has been constantly evolving, strategically identifying and filling gaps in the market ahead of its time. The platform has thus far produced about 4 offerings, based on engine type and fuel. The Magic family today comprises of the Magic Diesel (BS4), Magic CNG (BS4), Magic Iris Diesel (BS4) and Magic Iris CNG (BS4) and will continue to add more variants in the family in future. In addition, the warranty has been increased and the Tata Magic now comes with an unmatched warranty of 2 years / 72000km (whichever is earlier).

The Tata Magic is manufactured at the Pantnagar plant, which began its commercial production in August 2007. The plant is spread over 953 acres, of which 337 acres is occupied by the vendor park and is the Company’s fourth manufacturing plant after Jamshedpur (commercial vehicles), Pune (commercial vehicles and passenger vehicles) and Lucknow (commercial vehicles). With State-of-the-art facilities, the Pantnagar plant includes weld shops, paint shops, engine and gear box shops and assembly lines. Tata Motors has invested over Rs.1000 crores in the Pantnagar plant and the vendors for the vehicle have made additional investments to set up their plants in the vendor park adjoining the plant. It is Tata Motors’ first plant with an integrated vendor park, to keep inventories low and to ensure JIT (Just in Time) supplies. There are 73 vendors accounting for almost 75% items supply to Pantnagar plant.

As the country today celebrates “Make in India”, Tata Motors is proud of how Tata Magic has successfully traversed global boundaries. Today, the Tata Magic is exported across 20 countries across SAARC nations and African countries such as Angola, Bangladesh, Bhutan, Congo, Djibouti, Ethiopia, Ghana, Kenya, Mozambique, Myanmar, Nepal, Nigeria, Philippines, Senegal, South Africa, Sri Lanka, Sudan, Tanzania, Vietnam and Zambia.

About Tata Motors

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2,62,796 crores (USD 42.04 billion) in 2014-15. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India. With over 8 million Tata vehicles plying in India, Tata Motors is the country’s market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.

Tata Motors desires 'Magic' with 2 new vehicles
X Tata Motors desires 'Magic' with 2 new vehicles.
Date : PTI, Jun 18, 2007, 08.50 pm IST

PUNE : Ahead of its ambitious small-car launch next year, Tata Motors on Monday launched a mass transport passenger vehicle - Magic, developed on the platform of its popular mini truck Ace while also unveiling a higher capacity van - Winger. Magic, with a sitting capacity of 5-8 people, has been priced at Rs 2.6 lakh (ex-showroom Pune) while Winger, which has three variants and eleven different sitting arrangements, is competitively pegged at a starting price of Rs 4.7 lakh. Both the vehicles are initially of diesel versions and the company plans to roll-out CNG versions of Magic and both CNG and petrol variants of Winger later. "Magic is Tata Motors initiative to change the way people travel in India. It brings with itself safe, comfortable and four-wheeler public transport. This is an aam junta (common man) car," company's Vice-President (sales and marketing of commercial vehicles) Shyam Mani told reporters here. The company, he said, would market the two products both in urban and rural areas. However, Tata Motors officials were reluctant to disclose the number of units the company aimed to sell in the current year. "The market is huge and we want to be a dominant player in the field," Mani said. He added that the home-grown auto major would initially manufacture the vehicle in its Pune plant. "If the need arises, we may also manufacture it from our Uttarakhand plant".

Tata's Magic & Winger hit the road
X Tata's Magic & Winger hit the road
Date :
TNN, June 19, 2007, 04.07am IST

PUNE: Tata Motors, which took on the goods carrier three-wheeler segment with the launch of the Ace about 18 months ago, is now looking to repeat that success with a passenger version of the same vehicle, called Magic The world's second largest heavy bus maker, Tata Motors, on Monday launched two buses for what it calls "last mile travel," Magic and a larger vehicle, a maxivan called Winger. The latter is derived from Renault's Traffic.

The Rs 2.60-lakh (ex showroom, Pune) Magic is expected to lead the charge primarily against the three-wheeler six seaters that ply in the semi-urban and rural parts of the country. This four to seven seater vehicle has a 16 horsepower diesel engine, the same as that of the cargo carrier. Both the newly launched vehicles meet emission norms... "We are targeting all segments of the market with these vehicles, the luxury, budget and comfort," PM Telang, executive director, Tata Motors commercial vehicle business unit, said. He added that a CNG powered engine for the Magic will be launched later this fiscal. Both buses are currently being manufactured at the Pune plant although with the Ace doing well, "it is getting cramped here and we could move the Magic out of here to the Uttarakhand plant," Mr Telang said. The Ace, its cargo version, is slated to be assembled at the Uttarakhand plant, which will have an initial capacity to roll out 5,000-7,000 vehicles per month. Referring to the Magic, Shyam Mani, vice president sales and marketing, commercial vehicles, Tata Motors, emphasized, "We are creating a new segment since there is no seven-seater vehicle in this segment in the market. This is a three-wheeler dominated market and the situation is similar to that of the Ace when it was launched. The Winger, as a monocoque nine-13 seater, is also a new segment."

Having sold 70,000 units of the Ace last fiscal, the US $ 7.2 billion Tata Motors expects a 25 per cent growth in sales this fiscal although other manufacturers have recently launched offerings in this segment, in an effort to catch up.

The goods carrier three wheeler segment in 06-07 was 1.70 lakh units while the passenger carriers sold 3.85 lakh units. Cumulatively, the three-wheeler segment accounted for sale of 5.56 lakh vehicles although the Magic is targeted at the six seater three wheeler rather than the three seater three wheeler.

Tata Motors' bus focus is expected to receive a boost with the launch, in the later part of the year, of new buses from its international portfolio, the Globus and the Starbus.

The newly launched vehicles will be dispatched to Tata Motors commercial vehicle dealers from today although in areas where there is no commercial vehicle dealer, they could go to passenger car dealerships, Mr Telang said.

Tata converts the Ace into a rural people carrier. Karan volunteers to check it out.

X Tata converts the Ace into a rural people carrier. Karan volunteers to check it out.
By: Karanbir Singh Bedi


Think rural transport and rattley, smoking people carriers come instantly to mind. For a city slicker like me, people carriers spell public transport buses and the sardine-packed local trains. To gauge just what rural people carriers are all about and to experience the thrills first hand, I took to the outskirts of Pune, a town which lacks the high volume mass carriers such as the local bus and train facilities in a city such as Mumbai.

The vehicles that serve as people carriers in rural zones are mainly diesel-engined 3-wheelers belching out billows of smoke. The main objective of the transport fleet owner is to stuff as many passengers into a carrier as possible - clean, efficient and comfortable commuting is not his concern as long as it's faster than a bullock cart! So these loaded-to-the-ceiling people carriers at times travel at speeds that a bicycle borne kid can eclipse.

Enter the Ace Magic, Tata's solution for the rural and semi-urban landscape, that renders these smoking, rattling eyesores obsolete. With pleasing looks, spacious seating and an engine already proven on the Ace, the Magic furnishes an ideal formula in context of the needs and challenges of rural transportation.

And what better way to test the Magic's utility by actually ferrying people around. So for a day I tried my hand at driving a 3-wheeled people carrier.

First impressions aren't great. The cramped driver's seat is just about adequate for an average Indian, the steering feels set in concrete, while the engine sounds agricultural. The brakes would work better if all the people jumped out and pushed in the opposite direction. So I was not really looking forward to the 'Magic' experience.


My worries however seemed unfounded when compared to the six-seaters that ply on the route on the old Mumbai-Pune highway we'd chosen. It looked substantially larger than the people carriers I struggled to come to terms with the day before with a higher ground clearance along with 304.8 mm MRF tyres to suit rural terrain. The passenger half of the Magic does not feature any glass windows and comes with foldable grey camper roof and curtains that can be zipped open - but it's far more spacious. The neat paint job is testimony to Tata's lavishing some care on quality front.

My apprehensions were further allayed when, after squeezing my 6'2" frame into the driver's seat, I took in the interiors which turned out to be far more pleasant than I had expected. The speedo console featuring fuel and temperature gauges is well placed and neatly laid out. The dash also sports a digital clock along with a first in the segment, (the Magic actually creates a new segment) cassette/CD receiver slot. Coolant and brake oil canisters in the dash are neatly concealed underneath beige lids, which take some time and effort to pop up. Air vents near the driver's feet, storage spaces on the dash and lockable glove box below the cassette/CD receiver slot enhance the comfort and ambience. The beige finished front seats are adjustable. The beige theme is also carried over to the roof lining. The only glitch in an otherwise pleasant in-cabin experience is the handbrake position, which obstructed my left foot.

A turn of the key and the Magic's 16.1PS 700cc IDI engine, which it shares with the Ace, judders and shudders to life. The Magic has a mid engine rear-wheel drive layout with short throw gear throws. The gear ratios however are aimed to suit the purpose of the Magic which is of a people carrier. The first and second gear ratios are closely matched, with the idea being to get the magic rolling even on steep gradients with a full load. Slot her in third and fourth and the Magic is then in her element, eating up the distance between villages with ease.

The close first and second gear ratio and the long third and fourth give the Magic good driveability both in the congested villages and also on the highway. There is ample torque available at the bottom range. Like a tractor if you may please. It can plough a field and also be used to tow just about anything. Loads of play in the steering takes some time getting used to, especially in urban quick change environs. The twin wipers have innovative (for this segment) water jets attached above the blade.

The passenger area offers adequate head and leg room to seat five passengers in comfort with room for the inevitable extra squeeze-ins. The spare wheel is neatly bolted to the floor below the rear seat allowing good storage space behind the rear seat. So far so good and now on to my main objective, ferrying people around in the Magic. I headed on to the expressway eager to see how fast the Magic could go without being loaded. The top speed however didn't inspire more expressway driving. The rattle gets louder with increase in speeds and she inspired no confidence at higher clicks (anything in the vicinity of 35km/h is serious business) specially when at the back of your mind you know she is running on measly 304.8 mm tyres which are no more wider than that of a scooter. So I decided to drive the Magic where it would make more sense, on village roads. And boy, it turned heads wherever we went.

The Magic design proved surefire cynosure with the rural folk eagerly hopping on for a ride. So, to play 'taxi', I parked the Magic at a local taxi stand. The killer glares from the regular six seater drivers in their mean machines dissuaded me from announcing free rides. Instead I waited for the villagers to approach me - and approach they did, in droves that could have filled up a Magic fleet. The initial suspicions of the passengers I hauled on first-come-first-serve basis faded after I explained to them the point of my free-taxi-ride drill. "Bilkul Maruti jaise chalti hai," commented one. On the 50km drive back I found myself rather enjoying the impromptu pick-up 'n' drop assignment. I'll have to admit that the whole experience wasn't too trying. The noise and vibrations are excessive but not the extent of forcing you to pull your hair.

Remarkably, even when fully loaded and at times overloaded, the Magic did not exhibit significant drop in performance. Even while climbing the steep ghats she never ran out of breath. There is sufficient torque at the low and midrange which allows you to motor along in fourth gear all day long. Agricultural yes, but it fits the bill perfectly.

The suspension layout that features leaf springs with struts at the rear and only struts at the front ensures a bumpy yet sturdy ride. While driving without any load, you're thrown all around the cabin but the moment the Magic is loaded to its capacity the leaf spring and struts layout offers a rather comfortable ride. "Gaadi ki jaissi chalti hai," said one of our passengers.

At Rs 2.9 lakh ex-showroom Pune, the Magic is priced competitively. Having experienced first-hand as temporary cabbie, the verdict of its potential clientele, seems to be the limit for the Magic's prospects.

Tata's Magic, Winger comes to Tamil Nadu.
X Tata's Magic, Winger comes to Tamil Nadu.
Date : Feb 24, 2008, 04.06pm IST

CHENNAI: Tata Motors has introduced its mini-commercial vehicles Magic and Winger in Tamil Nadu market, eight months after their launch in Pune.

"Both Winger and Magic aim to address customer needs ranging from basic mass transportation in rural areas and cities as well as top-end luxury mass transportation segment," R Shankar, Regional Manager of Tata Motors said on Saturday.

Winger, termed as "India's only maxi-van", comes with front facing seats, magazine pockets, bottle holders, seat belt for all seats and child lock, among others.

Magic, developed on the platform of Tata's successful Ace series, has a seating capacity of four to seven passengers and, among features, meets emission norms.

Winger, available in three segments, would be especially useful in mass transportation in industries such as BPO, tours and travels, Shankar said.

The ex-showroom price of the Winger Standard in Chennai would be Rs 5.02 lakh, while the Deluxe model would cost Rs 6.42 lakh. Magic is priced at Rs 2.73 lakh, he said.

Ravi Pisharody, Vice-President (Sales and Marketing - commercial vehicles) of Tata Motors told reporters that the two vehicles had the "potential to make high sales".

Tata Motors had launched both the vehicles in Pune on June 18 and the Chennai roll-out is part of its pan-India plans.

Tata's Magic being sold in Andhra Pradesh
X Tata's Magic being sold in Andhra Pradesh
By : Rajiv Banerjee, ET Bureau, Aug 27, 2008, 03.33am IST

The distance from Shamshabad - where the spanking new Rajiv Gandhi International airport is located - to Hyderabad is roughly 20 kilometers. Just out of the airport, the road is silky smooth, but then it deteriorates rapidly here's a frenzy of construction everywhere, and potholes and traffic bottlenecks abound. In a way, the short, bumpy ride prepares me mentally for the longer one I am about to undertake into rural Andhra Pradesh in the company of Tata Motors' Rahul Shyamsukha , and rural marketing company Insight's Khurram Askari and A Khadeer.

The journey really began when we hit the road to Warangal, in Telangana district, about 150 kilometers from Hyderabad. Shyamsukha (manager - SCV passenger, Tata Motors ), Askari (CEO, Insight) and Khadeer (manager - strategy & activation, Insight) have the challenging task of introducing Tata Magic - the passenger version of Tata Motors' Tata Ace - into a market dominated by well-entrenched , three-wheeler people mover brands.

Magic was launched in August last year, and Andhra being one of the biggest three-wheeler markets in India, it is an obvious target. The state accounts for almost 25% of sales for players like Mahindra Alpha, Piaggio Ape and Bajaj, Shyamsukha says. "The three-wheeler industry sold just over 50,000 units last year, and since launch we have sold around 2,600 Magic vehicles in Andhra, with 90% sales in rural markets," he adds. The rural activation I am about to witness involves using Burra Katha, an ancient style of storytelling - with a Rajnikant clone thrown in as a bonus - to create buzz, influence key opinion leaders, and generate leads and follow-ups.

As we cross into the hinterland, the fresh monsoon air is rejuvenating. But the threat of heavy rain looms, and that spells bad news for the rural activation team: an activity might even need to be cancelled due to heavy showers. The roads, though, are remarkably well maintained - in stark contrast to the approach roads to the Hyderabad airport. Askari insists that Andhra has one of the best road networks in India.

The roads also tell me why the demand for three-wheeler people movers is so huge here: state transport network APSRTC is the main transport link between feeder towns and villages, but its service is woefully inadequate. It's the threewheeler passenger vehicles that ferry people for as little as Rs 2 a trip - a speeding Ape or Alpha or Bajaj, overflowing with people hanging on for dear life, is a common sight. Drivers cram as many as eight to 10 passengers at a time, and Askari educates me about the local 'innovations' that are brought into play to extract the maximum out of each trip.

We reach Warangal at noon and I am eager to see 'Rajnikant' in action. But the troupe had left the city for the next location, Parkal - about 35 kilometers from Warangal. Farmers are making up for lost time due to an extended summer, but excessive rain is also a concern with low-lying areas getting flooded. It's not just the farmers who're preparing for the harvest season.

Tata Motors is doing the same for Magic - seeding the market so that when money is available, Magic becomes the first choice. On reaching Parkal, we're told the Burra Katha troupe has moved ahead to Mogulpalli, a village with a population of 1,800. We reach Mogulpalli and there's the float with a scenic background mounted on a Tata Ace. Next to the Ace is the Magic demo vehicle. The ground staff is already distributing pamphlets among the crowd, which is building up quickly.

Suddenly, with a loud screech, the mike comes to life. 'Mavaikaa mavaikaa jara manchi matha cheppaiya, Tata Magic bandi kondam padavayya,' the singer playing the dhappu (a flat drum) starts in Telugu. On cue, a man dressed in a flashy shirt with a scarf round his neck appears - that's 'Rajnikant' ! There's another man dressed in a dhoti-kurta ; Khadeer tells me he's the lookalike of Telugu actor Rao Gopal Rao.

The Rajnikant lookalike jumps onto the float shouting, 'Basha! Basha!' (the name of the hero in Rajnikant's eponymous super hit) and the name draws the crowd towards the float like a magnet. 'Rajnikant' delivers his dialogues with aplomb, punctuating them with the trademark swish of the scarf and the twirl of the glares.

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