Tata launches Ace refresh, crosses 1 million sales mark

To celebrate the one-in-a-million idea from Tata Motors, the company has launched the refreshed Ace.

Introduced in May 2005, the Tata Ace, India’s first mini-truck, and the Tata Magic, its sister vehicle for passenger transportation introduced in June 2007, together crossed the prestigious one-million sales mark in August 2012 — just 2,680 days. Total sales, at the end of October 2012, are at 10,59,135 – 997,133 in India and 62,002 internationally.

Highlights of the Ace refresh

  • Stylish headlamps
  • Body coloured bumpers
  • Wide ORVMs
  • New dashboard with center
  • Instrument cluster
  • Ergonomically designed steering wheel

At least 60% of Tata Ace / Tata Magic owners are semi-educated youth – first-time users – who have launched goods or passenger transport operations with their vehicles. Tata Ace family is now a major source of livelihood generation.

The platform has thus far spawned about 10 main variants. Under the Tata Ace itself are the Ace HT, the Ace EX (with stop-start technology), the Ace CNG, the Super Ace (1 tonne) and the Ace Zip.

Under the Tata Magic are the Magic HT, the Magic CNG and the Magic Iris. The Magic Iris was launched in 2012 as a 3-4 seater four-wheel passenger carrier for better comfort of commuters who depend on small auto-rickshaws. The platform also led to the launch of the Tata Venture in January 2011.

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