12:00 pm, Monday 11 Apr 2016

Tata Motors launches Tata PRIMA – The World-Smart Truck, in Bhutan

Tata Motors, India’s largest automobile manufacturer, has launched its next-generation PRIMA range of heavy commercial vehicles, in Bhutan, with partners Samden Vehicles Pvt. Ltd. and STCBL.

Tata Motors launches Tata PRIMA - The World-Smart Truck, in BhutanSetting new benchmarks in styling and features, the next-generation World-Smart Heavy Duty range from Tata Motors, is a combination of power, driver comfort, world-class performance, fuel efficiency, superior technology and safety. Built with technical inputs from across the world, the Tata PRIMA boasts an Italian cab design, new-age commercial vehicle interiors and features, engine technology from the USA and Europe, gearbox expertise from Germany, chassis frame know-how from Mexico, sheet metal dies from Japan and Korea, combined with Swedish precision on a robotic weld line, hence is also referred to as the ‘World-Smart Truck’ by Tata Motors.

The launch of Tata Motors next-generation ‘World-Smart Truck’ range of PRIMA commercial vehicles, marks Tata Motors continued efforts towards changing the trucking landscape in Bhutan’, based on increasing customer demand for new-age commercial vehicles, boasting better turn-around time and increased driver comfort. The Tata PRIMA will initially be introduced in the tipper and cargo segment, with different combinations of drivelines, for varied applications.

Commenting on the launch, Mr. Ravindra Pisharody, Executive Director, Commercial Vehicles Business Unit, Tata Motors said “The launch of the PRIMA World-Smart range of heavy commercial vehicles in Bhutan is an important milestone in Tata Motors’ continued expansion in the country and the South Asian region. As a major player the region, we at Tata Motors are committed to shaping the commercial vehicle industry here, with the latest global technologies, giving the Bhutanese customer competitive business advantages, with the trusted credentials of the Tata Motors brand. The Tata PRIMA shaped by technology, know-how and expertise with global standards of power, durability, payload, emissions and safety, will enable commercial vehicle customers to upgrade to a new-age truck, with new-age global specifications and systems, a result of customer feedback combined with years of experience in the trucking business. The range being launched today is world-class in every sense,”

The three PRIMA offerings being launched today are the PRIMA LX 2523. T in the cargo segment and the PRIMA LX 2523.K and PRIMA LX 2528.K in the Tipper Construck segment.

Equipped with strong aggregates and a robust chassis frame and suspension, the Tata PRIMA range launched today can meet the highest operating standards under extreme conditions. Having been extensively tested to confirm with global standards, the next-generation range of Tata PRIMA commercial vehicles boasts outstanding material and build quality, comfort, driving dynamics and economy, and continues to offer advantages of a Tata Motors commercial vehicle of lowest total cost of ownership.

The driveline of PRIMA LX vehicles comprises of the latest engine technology from Cummins Inc. with an output of 230HP and 280 HP. The new-age range from Tata Motors, offers faster turnaround time and enhanced profitability for business, making it an ideal work horse for movement of goods and materials across distances or even doing the harshest duty at construction sites.

The new generation cabins of the Tata PRIMA, also offers completely new stylized interiors, with a focus on driver comfort. Besides the mechanics of the vehicle, the uniqueness of the Tata PRIMA is that its cockpit is both functional and attractive, with a separation in terms of the drivers working and living area. The smartly designed dashboard is attractive and can be comfortably accessed by the driver. The cabin has ample amount of space for occupants, including reclining seats with arm rests for added comfort, an adjustable steering system, factory fitted speed governors and additional fuel filters. The cabin can also be fitted with an air-conditioning unit for additional comfort.

The PRIMA LX 2523. T is a multi-axle offering, with a GVW of 25 tonnes and a high performance Cummins ISBe 5.9 common rail engine, generating 230 hp. This engine is derived from India’s most popular CV engine, the Cummins 6BT, along with Eaton’s 6 speed gearbox, providing familiarity and reliability to customers. The driveline upgrade also includes the heavy-duty Tata RA 110 rear axle, for high performance and reliability. The PRIMA cabin, is the widest cabin available on multi-axle trucks in India & Bhutan, is based on a 4-point cabin suspension system, with mechanically suspended seats, AC and wide bunks, giving the driver benchmark levels of visibility, safety and driving comfort.

For the Tipper Construck customer, Tata Motors has introduced the PRIMA LX 2523.K and PRIMA LX 2528.K specially designed with world-class features, that ensure maximum power and productivity. Matching global standards of excellence, the vehicle is backed by a high-performance CRDi engine by Cummins, coupled with Tata Motors proven Tata G1150, 9-speed gearbox, that is perfectly suited for all heavy-duty applications, regardless of the terrain. Based on a heavy duty 37 T Bogie Suspension, for a comfortable ride, lightweight load body with optimum deck length, meets all loading and unloading requirements and allows faster trips, thereby permitting higher profitability. Good quality, reliable aggregates guarantees low maintenance cost and longer service intervals. The vehicle scores high on AC cabin comfort and Tata Motors’ trusted service network, offering complete peace of mind.


A multiple award-winning range of trucks from Tata Motors, the Tata PRIMA is today available in different trims, including multi-axle trucks, tractor-trailers and tippers, apt for several applications, thus meeting varied end-user requirements. A combination of increased productivity and longer life makes the Tata PRIMA range an indispensable asset – be it to large captive users, miners, transporters or owner-drivers, who operate small fleets. With the range extending up to 49 tonnes and engine options up to 380 bhp, the Tata PRIMA is an ideal work horse for movement of goods and material across distances and terrains.


Tata Motors recently also launched another initiative for its commercial vehicle customers, called TATA GENUINE PARTS (TGP), selling genuine Tata Motors commercial vehicle spares, in Pilfer proof packaging. TGP offers long life and reliable performance to owners, of single trucks and fleets as its parts are made of superior quality material and conform to OE (Original Equipment) specifications. Not only is every part designed as per exact vehicle specifications, but has to pass multiple quality control checks. Every Tata Genuine Part is packaged and branded to ensure customers get the right quality part, also enabling them to identity with the package.

About Tata Motors

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2,62,796 crores (USD 42.04 billion) in 2014-15. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India.  With over 8 million Tata vehicles plying in India, Tata Motors is the country’s market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.

About State Trading Corporation of Bhutan Ltd.

STCBL is a major player in Automotive & Allied business and is one of the largest and most prestigious brands in Bhutan. 48 years down the line, STCBL is growing rapidly in automotive, lubricant, explosives, construction materials & IT services. It has more than 176 employees working to a common goal to deliver quality products and services while adding synergy to the growth of overall brand value. STCBL is an ISO 9001:2008 and 10002: 2004 certified company. STCBL sells and services the full range of Tata Motors’ commercial vehicles. STCBL has been the dealing in Tata commercial vehicles in Bhutan over 30 years The company has the largest sales and service distribution network throughout across Bhutan.

About Samden Vehicles Pvt Ltd.

Samden group is one of the major players in Automotive & Allied business and one of the reputed brands in Bhutan. Seven years down the line, Samden group is growing rapidly in automotive, lubricant, heavy equipment businesses and in the organic coffee.  Samden Vehicles Pvt. Ltd. (SVPL) under SAMDEN Group is distributor of Tata Motors in Bhutan from 2009. SVPL sells and services the full range of Tata Motors commercial in Bhutan. SVPL also boasts a sales and service distribution network, across Bhutan.

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