Tata’s local CEO on competing with the Chinese
The head of Tata Motors Passenger Vehicles in South Africa says the Indian marque is well positioned to compete with the various new Chinese brands on the local market…
- Tata to “carve out its own piece” of the SA market
- Local boss sees 5-door hatch segment as critical
- Plans to leverage JLR-sourced platform as well
The man tasked with running Tata Motors Passenger Vehicles in South Africa says the Indian brand is well positioned to “carve out its own piece” of the local market, despite an influx of new Chinese competitors.
Thato Magasa, CEO of Tata Motors Passenger Vehicles in South Africa (and outgoing managing director of the likewise Motus-distributed Mitsubishi brand), made the comments during an interview conducted in Cars.co.za’s podcast booth at Naamsa’s South African Auto Week 2025 in Gqeberha in the Eastern Cape at the start of October.
“Tata offers something very ‘differentiated’ in terms of new brands. Not only in how it was brought into the country – under Motus and the business model that it follows – but also in the fact that it’s able to speak across a wide range of segments,” Magasa said.
As a reminder, after a 6-year hiatus, the Tata brand returned to South Africa’s passenger-vehicle market at the start of September 2025, kicking off its local operations with the launch of the Tiago hatchback, Punch small crossover, Curvv coupé-style crossover and Harrier turbodiesel SUV. Motus Holdings serves as the brand’s official distributor.
“[I’m] especially speaking [about the] 5-door hatch and subcompact SUV [segments], where not a lot of new entrants have been able to come into South Africa and offer something compelling [at] those particular price points,” he added, referring to the segments in which the Tiago and Punch play.
“From that perspective, Tata [will] carve out its own piece [of the market] and be able to compete [thanks to] advanced technology, high safety ratings and affordability,” Magasa said, adding that the brand’s models all boasted “4- to 5-star” Global NCAP crash-test ratings.