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Jeeto drives M&M forward in LCV market

When Tata Motors launched the Light Commercial Vehicle (LCV) Tata Ace, it was dearly called as Chinna Yaanai/Chhota Hathi (Baby Elephant) it ruled the market and drove Tata Motors to the number one spot in the Indian LCV segment. In many places, it was used as share autos and goods carrier vehicle. As of 2013-14, it helped Tata Motors to hold a market share of 48.05 per cent. Anyhow for quite some time, Tata was not able to recreate the magic of Ace once again and added to that, the LCV market in India was also shrinking.

Jeeto drives M&M forward in LCV market

Priced at Rs 2.32 lakh, Jeeto was the first modular range of 8 mini trucks to cater to the varied needs of the sub-one tonne segment. It has grabbed the space of Tata Ace and Piaggio Ape Truck. It offers a fuel efficiency of 37.6 kmpl.   

Unveiled in 2005, over 1.5 million units of Tata Ace in both goods and passenger carrier variants have been sold.

Taking advantage of the situation, Mahindra &Mahindra (M&M)’s launch of Jeeto and Supro Maxitruck earlier this year has helped M&M to be in the forefront. Tata Motors market share in the segment has shrunk to 36.93 per cent from 43.62 per cent in the same April-October period last year. Meanwhile, M&M’s market share rose to 42.61 per cent from 39.19 per cent last year in April-October period.

Lack of new launch and sluggishness in the LCV segment has affected Tata Motors’ sales and has pulled down its growth and is adding to its shrinkage of market share.    

"Mahindra has increased its market share in 2015-16 and consolidated its lead. The 'Jeeto' launch has helped us gain market share," said Pravin Shah, the company's President & Chief Executive (automotive).

Shah further said: “we will continue to launch new products and upgrade our existing offerings according to the customer's evolving needs. A boom in e-commerce, retail and increase in urbanisation, coupled with the easy finance options, will improve the demand for LCVs.”


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