Tata Motors says it plans to capture between 6% and 8% of SA’s passenger car market within the next five years.
The Indian carmaker is positioning itself among SA’s top five players in a fiercely contested space dominated by Western brands and increasingly aggressive Chinese automakers.
After exiting the local market in 2019, Tata admitted at its relaunch in Sandton on Tuesday that its earlier foray was unsuccessful. This time it’s returning with a sharper strategy, stronger products and lessons learnt from its missteps.
Tata first entered the local passenger car market in the mid-2000s but struggled to gain traction. Buyers criticised its cars as under-specced and poorly supported compared with rivals, leaving Tata a marginal player before it eventually retreated to focus on its commercial vehicle business.
Tata passenger motors MD Shailesh Chandra said the company had spent the past five years rethinking its approach, redesigning vehicles, refreshing technology and platforms, and adapting more closely to SA consumer needs.
“When we started our transformation journey, in the period from our time of exit until re-entry today, we underwent a complete overhaul of our platform, architectures and technology,” he said. “And now, when we feel we are ready with the right portfolio and those cars have seen success in the Indian market in the last five years, is the right time for us to restart from where we left off.”
The relaunch comes as Chinese brands such as Chery, Haval and BAIC are rapidly expanding, despite an overall stagnant car market. According to Standard Bank, these brands have grown their sales every year since 2022, intensifying competition. Tata believes it can stand out with a mix of style, safety and reliable service.
The company’s comeback will roll out in two phases. Phase one introduces four models including the Tiago hatchback, Punch compact SUV and Harrier premium SUV, covering about two-thirds of SA’s passenger car segments. Phase two will expand the line-up once Tata gains traction, it said.
The vehicle maker has tied itself to the country’s largest automotive retailer, Motus, to anchor its return.
Motus CEO Ockert Janse van Rensburg said the phased approach gave the distributor confidence that Tata could scale locally. For Motus, which already represents several Chinese automakers, the tie-up broadens its portfolio of emerging market brands and strengthens its appeal to price-conscious buyers.
“We are proud to partner with Tata Motors in reintroducing their acclaimed passenger vehicle range to SA. With our deep-rooted expertise in distribution, retail and aftersales, and Tata’s proven track record in engineering and innovation, we are poised to offer customers choice of new age vehicles with a compelling value proposition,” he said. “This collaboration is not just about vehicles — it’s about building trust, delivering excellence and shaping the future of mobility in SA.”
The rollout will begin with 40 dealerships, split between Motus outlets and independents, expanding to 60 in two years. Tata expects the expansion to create jobs and support training for technicians and sales staff, leveraging Motus’ established infrastructure.
Local production is not on the cards yet, with Tata relying on imports while it tests the market. Chandra said assembly in SA could be considered later if the brand secures sufficient traction. For now, the focus is on scaling carefully and aligning closely with consumer demand.
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