Tata's TL Sprint, which will be called the Xenon when it goes on sale in Thailand, is set for launch at the International Bangkok Motor Show next month. Thailand, the world's second largest pickup market after the United States, would serve as the production hub for the one-ton pickup truck.
The Tata Xenon would soon be produced from the 1.3-billion-baht Samut Prakan assembly plant _ a 70:30 joint venture between Tata Motor Co, India's top automaker, and Thonburi Automotive Assembly Plant Co.
Tata would offer only a 2.2-litre diesel engine in Thailand and has dropped plans to include a 3.0-litre unit.
Although the 2.2-litre unit would be the smallest diesel engine in the Thai pickup truck market, it would produce a healthy 140 horsepower and reach 100 km/h in 15 seconds. Other manufacturers currently offer 2.5-litre as their base engines.
The Xenon would come in only two-wheel-drive while a 4x4 version would not be available at the moment.
A senior Tata executive said 4x4 trucks were too expensive for current market conditions. Four-wheel-drive trucks also use more fuel and cost more in maintenance.
Tata would rather focus on the utility function of the Xenon to avoid directly competing against Japanese trucks, which are seen as luxury vehicles.
Under the joint venture plan, about 35,000 pickup trucks would be produced annually. The partners expect to sell 5,000 units in the first year and hope to have a 5% market share within the next five years in the Thai pickup market. The Xenon would also be exported. Retail prices for the Xenon would not be low as the company has not focused on competing on price.
The joint venture will generate about 500 jobs and the partners aim to build 20 to 25 dealerships this year.
More than half of the pickup truck components would be sourced locally from more than 40 Thai suppliers. Thailand could also become a top supplier for Tata Motors in India.
Natural gas-powered pickup trucks are expected to be launched at the end of this year but this depends on the availability of natural gas for vehicles.
