Tata Motors Shifts Strategy to Profitable Growth Amid Market Share Decline
Tata Motors is implementing a strategic shift toward profitable growth by focusing on comprehensive metrics including dealer profitability and cash flow rather than pure market share gains. Despite losing 3% market share to competitors in 2025, the company launched 17 next-generation trucks and maintains its leadership position with 33.95% market share. The company's cautious approach extends to electric bus tenders, prioritizing long-term sustainability over aggressive pricing, while post-demerger financial performance shows net profit doubling to ₹1,159 crore.
*this image is generated using AI for illustrative purposes only.
Tata Motors is reshaping its growth strategy by prioritizing comprehensive profitability metrics over traditional market share gains, as the commercial vehicle industry prepares for renewed growth following recent tepid performance. Managing Director and CEO Girish Wagh outlined this strategic shift during the launch of 17 next-generation trucks, emphasizing the company's commitment to sustainable business practices.
Strategic Focus on Multiple Growth Parameters
The company's approach encompasses several key performance indicators beyond market share. Wagh explained that Tata Motors tracks revenue share, profitability levels, dealer profitability, and cash flow management as integrated metrics for business success. This comprehensive methodology represents a departure from the industry's traditional focus on market share acquisition at any cost.
"This journey has been quite satisfying for us and in future also, therefore we will work towards this comprehensive set of metrics rather than one market share metric," Wagh stated during the interview.
Market Position and Competitive Landscape
According to Federation of Automobile Dealers Associations (FADA) data, Tata Motors maintains its position as the country's largest commercial vehicle manufacturer with a 33.95% market share. However, the company faced pressure from competitors, losing nearly 3% market share during 2025 to Mahindra & Mahindra, which holds 28.22% market share, and Ashok Leyland.
| Market Position | Company | Market Share |
|---|---|---|
| #1 | Tata Motors | 33.95% |
| #2 | Mahindra & Mahindra | 28.22% |
The commercial vehicle market, which includes small, medium and heavy trucks along with buses, grew by 7% in 2025 to 1.09 million units, rebounding from flat growth in 2024.
Product Portfolio Refresh and Market Strategy
Tata Motors launched 17 next-generation trucks to address market share erosion, particularly in light and medium commercial vehicle segments. The refreshed portfolio aims to strengthen the company's competitive position across heavy trucks and intermediate light-medium truck categories while supporting the profitable growth strategy.
"We believe that the industry is on the cusp of probably the next set of growth, and therefore we are bringing this completely refreshed new range to leverage this and also help our customers with better profitability," Wagh explained.
Electric Bus Segment Approach
In the electric mobility space, Tata Motors demonstrated its commitment to financial prudence by adopting a measured approach to e-bus tenders. The company operates more than 3,600 buses with approximately 47-48 crore kilometers of cumulative experience. In December, Tata Motors chose not to submit the lowest bid for any lot in the country's largest e-bus tender for 10,900 vehicles, prioritizing long-term sustainability over aggressive pricing.
| Electric Bus Operations | Details |
|---|---|
| Fleet Size | 3,600+ buses |
| Experience | 47-48 crore kilometers |
| Contract Duration | 12 years |
"This is not about a 1-2 year game. It is a 12-year game," Wagh emphasized, highlighting the company's focus on operational commitment rather than short-term contract wins.
Financial Performance and Corporate Structure
Following the demerger of passenger vehicle and commercial vehicle businesses completed in November, Tata Motors' commercial vehicle unit has shown strong market performance. The CV unit's share price surged 31% since listing on the stock exchanges. For the July to September quarter, adjusting for Tata Capital investment losses, net profit reached ₹1,159.00 crore, more than doubling from ₹498.00 crore recorded in the previous year.
Global Expansion and Future Outlook
The upcoming completion of Tata Motors' $4.40 billion acquisition of Italy-based Iveco, scheduled for April, will create a combined entity with significant global presence. The merged organization will achieve sales exceeding 540,000 units and revenue surpassing $25.00 billion, representing the largest acquisition in Tata Group's automotive history.
Analysts note that while domestic market benefits may be limited initially due to Iveco's focus on premium-end high-tonnage vehicles, medium-term technology synergies and export volume improvements present potential advantages for the combined entity.
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