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Tata Motors: Challenges for the Electric Vehicle Market Leader
內容大綱
Tata Motors Limited (TM), a subsidiary of Tata Sons Pvt. Ltd., was the market leader in the passenger electric vehicle (EV) segment in India. Natarajan Chandrasekaran, chair of Tata Sons, was pleased with the work of Shailesh Chandra who, as managing director of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility (TPEM), had been instrumental in TM's successful turnaround. Chandrasekaran wanted Chandra and his team to capitalize on the robust demand for passenger EVs in India to reach 25 per cent of TM's total sales by 2029, up from 8 per cent in December 2022. However, attaining it was not easy because he would face an onslaught from multiple competitors that would threaten TM's existing market share. To enable TM to maintain its leadership position in this segment in India and to grow over time, Chandra and his team had to ensure they correctly assessed the passenger EV industry's competitive forces. From this analysis, Chandra would then have to evaluate his competitors' strategies and formulate TM's defence and growth plans.