Strong community (CP 2/2009)

BASF Coatings associates more than just the supply of coatings with the Indian automaker Tata Motors. Both enterprises share a common philosophy.

Premieres: The European version of the Tata Nano was first presented at the Geneva Motor Show in March 2009. Its world premiere took place at the New Delhi Auto Expo in January 2008. (Picture: UnitedPictures)

Tata Motors Ltd., a subsidiary of Tata Group, the world’s largest conglomerate, has been ranking among the Top Five automobile manufacturers in the world since the takeover of Jaguar and Rover.

Tata Motors is the fourth largest truck manufacturer and the second largest supplier of buses. With the Nano, an inexpensive, fuel-efficient and reliable compact passenger car, Tata Motors is in the process of getting a new “people’s car” ready for series production.

This is a strategic investment, which is already being seen as a paradigm shift in the automotive industry.

Convincing example

Forward-looking economic strategies and consistent customer orientation are two factors that have made Tata Motors big over the past 50 years.

This corporate philosophy resembles that of BASF – a commonality which, in the early 1990s, led to a firm basis being established for doing business together. Back then, BASF Coatings worked together with Mercedes-Benz in Puna (India), where coating lines were used in the factories of Tata Motors.

The quality of the products from BASF Coatings and the level of their technical service drew Tata Motors’ attention to BASF as a coatings producer. “Step by step, we have made a name for ourselves,” says N. J. Raju, Chief Executive of BASF Coatings (India) Private Ltd.

The business relationship that was agreed upon shortly thereafter has been constantly expanded over the years thanks to targeted product innovations from BASF.

Today, BASF Coatings supplies around 35 percent of the coating materials that Tata Motors needs. “And we are the only supplier from whose range one product – namely white paint – is used for all Tata model lines,” Raju adds.

Cathodic e-coating: Tata Motors’ tank is the largest in India.

The cooperation continued to expand over the years. In 2007, BASF Coatings India provided support during the construction of the cathodic e-coating line at the Tata plant in Uttaranchal and supplied lead and tin-free material for the e-coat tank.

With a capacity of 300 metric tons, this e-coating line is the largest in India. BASF’s efforts and expertise in providing integrated solutions were appreciated by Prasann Chobe, plant manager of Tata Motors in Uttaranchal.

BASF Coatings India offered the desired standard of technical services and know-how along with high-quality products, with the obvious outcome being a fulfilling partnership. In the meantime, it has taken on global dimensions.

Tata Motors is becoming increasingly involved in international markets, making BASF Coatings an ideal partner once again thanks to its own international positioning.

For instance, BASF Coatings is already the main supplier for Tata Thailand, and for the Tata Nano now being produced, BASF Coatings was closely involved in the preparations as an important coatings supplier. The Nano has been presented in car showrooms since late March 2009.

BASF’s most noticeable contribution to the Nano will be the color and luster of the vehicle’s exterior.

BASF has been supplying automotive coatings to Tata Motors since 1998 for the company’s Indica, Sumo, Safari, Indigo and other commercial models. Now, BASF Coatings has been approved by Tata Motors to supply some colors for the Nano as well..

Big small car: The Tata Nano is about to become a new “people’s car”. (Picture: Tata Motors)

www.tatamotors.com
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