After Tata Motors embarked on a transformation journey during last year, a comprehensive project on ‘Corporate Branding’ was launched with the support of an external agency. The team undertook a thorough analysis of the existing and the desired future state of the company, gathered a lot of market intelligence and captured the much-required organisational voice, to establish a common theme underlying within the company’s existence.
A detailed review of the recommendations put up to the Tata Motors Executive Committee led to the conclusion and the careful selection of the Brand promise – ‘Connecting Aspirations’.
‘Connecting Aspirations’ represents the personality of the brand as an interconnected system of mobility solutions that are intelligent, perceptive, warm and expressive. It’s a symbolic tagline that is the past, present and future, it’s humble and bold, it’s a statement and challenge.
Easy to communicate and creating a strong resonance with every stakeholder, it is an apt expression to the Tata Motors brand. It is much larger and wider in terms of intent and interpretation – directed towards building the nation, developing smart cities, supporting and implementing government initiatives and delivering new technologies. With passion and expressive intelligence as a design principle, it is in sync with the company’s brand proposition of providing exciting and unique forms of self-expression, where every element of the vehicle represents a unique aspect of consumer’s individuality.
Today, the modern age consumers seek specific forms of self-expression through technology, experiences and the ecosystems they inhabit. It is our endeavour now to translate the form and intent of the new Brand promise into implementation – visible and emotional.
Driven by passion and imagination, Tata Motors has introduced enriching offerings in line with customer aspirations and continues to stand strong as a symbol of innovation and disruption for its customers. The acquisition of every Tata Motors vehicle, regardless of segment, marks an important milestone in the realisation of a bigger, much-coveted aspiration or dream.
From manufacturing products to presenting experiences and solutions, Tata Motors has always been an enabling force in the Indian automotive industry. Representing the company’s commitment to take personalisation to the next level, ‘Connecting Aspirations’ defines Tata Motors as a brand that intuitively understands people and imagines mobility in all its forms.