History

In December 2000 Girish Wagh was given a brief by Ravi Kant to create a new very light truck line that would add to Tata's current truck range. It was to be economical and to take on the three wheeled cargo auto rickshaws in the Indian market. Based on this brief Wagh approached users of three wheel cargo rickshaws and got their feed back on Tata's future four wheel cargo vehicle. The feedback indicated the need for a economical vehicle that could take light loads over short distances. Additionally the feedback also revealed that future owners would prefer owning a four wheeler cargo vehicle for the perceived prestige it would offer over a three wheeled vehicle

Launch and reaction

Tata Motors launched the Ace truck in May 2005 for just above Rs 2 lakhs. The new vehicle was a big hit selling 100,000 in just 20 months. As of May 2010 TATA MOTORS sold over 500,000 ACE's in just 5 Years. ACE is created another history in the commercial vehicle industry Currently this truck is only offered in a single colour (Irish cream), to save time in the paint shop. Tata is building a new factory that will be able to turn out 250,000 a year starting this month.

Tata OK is the certified pre-owned commercial vehicles program of Tata Motors Limited and provides ultimate convenience to customers trying to buy a pre-owned commercial vehicle or sell their existing truck. Tata OK started the project in south India with 4 key dealers and it has now been rolled out across the 4 southern states and Maharashtra. At present Tata OK covers only Tata Ace.

New segment
Tata Ace has created a new mini segment in India. Priced between 2.25 to 3.35 lakhs INR, the company aims to convert three wheeler users to 4 wheelers. One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tonnes) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released Ace. The 700 cc engine delivers a power of 16 hp (12 kW) at 3200 rpm and a torque of 3.8 mkgf (37 Nm) at 2000 rpm gives a tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler rivals. It is best suited for use by villagers in carrying goods over short distances. The project was headed and executed by Girish Wagh.

Manufacturing locations
The mini truck is now produced at the facility in Pantnagar, Uttarkhand although it was initially manufactured at Pune. The Tata Ace succeeded in creating an entirely new segment that competitors are known to be working on different models to compete against the Tata Ace. A new higher variant Ace II has also hit the roads.

Tata Magic
In June 2007 Tata Motors launched the passenger variant of the Ace, named Magic. The Magic is the passenger version of the Ace mini-truck, the new Magic features an all-steel cabin. It offers a flexible seating capacity of 4-7 passengers with adequate legroom. Powered by a 16 bhp (12 kW), 700 cc water-cooled diesel engine, the Magic offers high fuel efficiency and very low maintenance. The 12-inch tyres provide higher ground clearance, and the rigid front axle is designed to handle tough roads. The Magic's turning radius of 4.3 metres (14.1 ft) is nimble enough to navigate the bylanes and traffic of India's crowded cities. The Magic has a clearly visible instrument cluster, utility tray and a digital clock in the dashboard and also a provision for fitting a radio. The Magic meets BS-III emission norms and has been developed for use in any market be it urban, semi-urban or rural. It is backed by a 36,000 km/12-month warranty. The Magic range starts at Rs 2.60 lakh (ex-showroom, Pune). Tata Motors' two new vehicles, Magic and Winger, are expected to cater to the two ends of the taxi segment. The Winger, which is a sturdier and more refined product, will attempt to wrestle market share in the staff (ITES/ BPO employees) transportation segments, Hotel & Inter-urban Tourist segments, airport drop and pickup.

Both the Magic and the Winger are being launched nation-wide, starting with Maharashtra and Gujarat, after which availability will be extended to other parts of the country in a phased manner