Tata learns from Volkswagen -- and targets it

Ambitious Tata Motors will rely on a Volkswagen-like modular architecture strategy to develop a new range of passenger vehicles aimed at the German giant and the rest of the globe’s biggest car companies.

As reported by motoring.com.au last week, the Indian manufacturer is embarking on an ambitious passenger vehicle overhaul and international expansion from 2014. Now, we can reveal Tata’s new family of mini and small cars and SUVs will be underpinned by a modular monocoque architecture that draws lessons from the Volkswagen Audi Group’s MQB system.

In addition, Tata is planning to unify the next generations of its various heavy duty SUV models and the Xenon pick-up, which is launched in Australia in October, onto a single ladder frame chassis.

The new monocoque architecture is a vital step for Tata as it seeks to modernise its product. Development of the so-called Advanced Modular Platform (AMP) is being led by Englishman, Dr Tim Leverton. Leverton is both research and design chief of Tata Motors, meaning he is not only responsible for the new platforms, but also the company’s new design language.

MQB, which debuted under the Audi A3 and Golf Mk VII last year, is a transverse engine, front and all-wheel drive architecture. It is very flexible and delivers massive costs savings through economies of scale and a quicker, easier manufacturing process than the three platforms it replaces.

It is forecast MQB will be the basis of as many as 40 Volkswagen Group models and more than four million vehicles per year by 2016.

VW’s lead has been followed by other manufacturers, with PSA announcing its EMP2 architecture, while the Renault/Nissan alliance is developing CMF and the Toyota New Global Architecture is on the way.

“We have the opportunity to leapfrog the process that they [VW] have been through,” Leverton told motoring.com.au during a briefing at Tata’s R&D and manufacturing site at Pune in western India last week.

“Volkswagen is probably the most sophisticated in developing that type of architecture. They have done it now through five or six generations of product. We have the chance now to go directly to a very interesting solution and that’s basically what we’re aiming to do.”

Leverton, who has previously served as product development chief at Land Rover and was the chief engineer of BMW-developed Rolls Royce Phantom, hinted at the flexibility AMP would deliver Tata.

“The key difference between what has been platform strategy in the last generations of product and what is a future architecture or modular architecture, is you have the ability to change width as well as length. The key that gives you is the opportunity to cross segments in terms of how you satisfy the final product solution.

“You used to be able to say longer and shorter in terms of different variants, but now you can actually bridge across adjacent segments… And that means you… might only have one architecture,” he told motoring.com.au.

The play from Tata seems certain to involve both upgraded existing platforms for updated versions of existing models and gradual transition to the new architecture with all-new models.

Leverton said a highly flexible architecture was crucial to elevating the standard of Tata passenger vehicle while still meeting the tough conditions and low pricing of the Indian market.

“Modular architecture is what you need to be able to suit that and to be able to meet developed world standards in terms of refinement.”

Complicating the issue is that Indian car buyer expectations are rising as they are exposed to imported brands.

“We are creating something that can be competitive,” Leverton said.

“It’s a stretch. It’s an exciting challenge, but we are in a position to do that ... The [Tata] passenger car business will reinvent itself over the next [few] years.”

Read the latest news and reviews on your mobile, iPhone or PDA at carsales' mobile site...

Don't forget to register to comment on this article.