Phoenix set to rise in India

Tata-branded bus launch scheduled for March.

Tata Motors will launch a new range of Tata-branded buses, possibly in March this year. According to industry sources, the buses are to be sold under the "Phoenix" brand name.

Tata Motors has been making bus chassis for years now. These were then supplied to various body builders, who built the shell of the bus.

According to its new strategy, Tata Motors will continue to franchise the body-building of these buses but will streamline production in the various facilities, and also undertake the marketing of the buses.

"We have been wanting to get into the bus business fully for a long time now, and it looks like we will be fulfilling this ambition in the next few months. We will have one of the most comprehensive ranges of buses in the industry," said Ravi Kant, executive director of the commercial vehicle business unit, Tata Motors.

Kant, however, did not confirm the date for the proposed launch nor the "Phoenix" brand name.

The company began preparations for this launch last year, when it embarked on an exercise to consolidate its vendor base.

Tata Motors outsources its body building activities to different vendors like Automobile Company of Goa, which will now follow the production techniques and standards laid down by Tata Motors.

The aim is to standardise production at different facilities so they can be marketed under the same brand.

The company currently markets school buses under the "Smart" brandname.