Tata Magic - 3 lakh sales up!

The Tata Magic has crossed the 3,00,000 sales mark.

Based on the Tata Ace platform, the Magic was introduced in June 2007 as a four-wheeler last mile passenger transport vehicle. The platform has thus far produced about 4 offerings, based on engine type and fuel. The Magic family today comprises of the Magic Diesel (BS3 and BS4), Magic CNG (BS4), Magic Iris Diesel (BS3 and BS4) and Magic Iris CNG (BS4). More variants are expected in the future.

Unlike a cargo vehicle, apart from vehicle registration, a passenger transport vehicle also needs permit issued by state or regional transport authorities for use. Only on receiving these permits can an operator ply these vehicles on the roads. The Magic holds an 85% market share in the segment.

At present, the Tata Magic variants are sold through 184 dealerships, with 1,600 showrooms. It is used as both intercity as well as intra-city vehicle. The Magic's key markets are Rajasthan, Uttar Pradesh, Orissa, West Bengal, Bihar, Maharashtra, Madhya Pradesh, Chhattisgarh, Karnataka and Andhra Pradesh. In states like Rajasthan, Gujarat and West Bengal, the Magic has been allowed to run in intra-city routes with stage carriage permits. The Tata Magic has replaced many auto rickshaws in Gujarat, Rajasthan, Assam, West Bengal and Madhya Pradesh.

The Tata Magic is also sold through Tata Motors’ rural marketing initiative for commercial vehicles, known as NEEV, a programme that focuses on villages of India. It incorporates village executives called Tata Gram Mitras and Tata Kisan Mitras who promote the Magic along with other products in villages including schools across the country.
Apart from India, the magic is sold in 20 countries - Angola, Bangladesh, Bhutan, Congo, Djibouti, Ethiopia, Ghana, Kenya, Mozambique, Myanmar, Nepal, Nigeria, Philippines, Senegal, South Africa, Sri Lanka, Sudan, Tanzania, Vietnam and Zambia.

The Tata Magic is manufactured at Tata Motors' Pantnagar plant, which began its commercial production in August 2007.