Tata Motors Commercial Vehicles (TMLCV) hosted a landmark regional gala for the brand at MBC Studios in Dubai last night, unveiling a new range of Euro 6-compliant vehicles and formally introducing itself to the Middle East as a standalone commercial vehicle company following its October 1 demerger from the car business, Tata Motors Ltd.
The “Next Is Now” event marked both a celebration of Tata’s 75-year commercial vehicle legacy and a statement of intent from the newly independent entity to strengthen its presence across the Middle East and Africa, a market it first entered 60 years ago.
“We are now a focused commercial vehicle company that will be charting its own destiny,” said Asif Shamim, Head of International Business for Tata Motors Commercial Vehicles.
A Legacy Renewed for the Region
Tata Motors’ history in the Middle East stretches back more than six decades, with its first foray in Bahrain in the early 1960s. The brand’s buses and staff transport vehicles have long been fixtures on regional roads, particularly in school and workforce transport sectors.
Shamim emphasised that the Dubai showcase was designed not only to unveil next-generation vehicles but also to reaffirm Tata’s “unwavering commitment” to the region’s evolving transport and logistics landscape.
“Today is about reaffirming our commitment to the region by showcasing products created ahead of the curve,” he said. “Many of the models displayed are Euro 6 products: they go beyond current regulatory requirements in terms of emissions, sustainability, and driver experience.”
A New Era: The Power of Focus
The October demerger has created two independent companies: Tata Motors Commercial Vehicles (TMLCV) and Tata Passenger Vehicles (TMPV), allowing each to pursue growth unhindered by cross-sector priorities, including becoming a true global force with the IVECO acquisition fully underway.
“It allows us the flexibility to be responsible and accountable for our own destiny,” Shamim explained. “We can make decisions that shape only our business, attract investors focused on the commercial vehicle segment, and move with greater agility to meet customer needs. The IVECO acquisition reinforces our position in the global market.”
The demerger, he noted, mirrors a global trend among OEMs like Daimler and Volvo to give their truck and van divisions greater autonomy; unlocking value and accelerating innovation cycles in highly cyclical markets.
Engineering Beyond Compliance
Speaking alongside Shamim, Aniruddha Kulkarni, Head of Engineering for Tata Motors Commercial Vehicles, highlighted the brand’s approach to safety, performance, and sustainability.
Kulkarni noted that Tata’s latest Prima and Ultra range trucks meet stringent European cabin safety norms; going beyond what is legally required in the region.
“Nobody is asking for electronic stability control on trucks or buses, but we are providing that,” he said. “Our philosophy is to offer better than what others offer. We live by our brand promise: Better Always.”
Kulkarni described Tata’s vehicle development process as intensely customer-centric, built around three leadership attributes: fuel efficiency, reliability, and safety. These, he said, form the “secret recipe” behind the company’s competitiveness in increasingly crowded markets.
Sustainability and Innovation
The Tata team reinforced its long-term sustainability vision, outlining a roadmap that spans three phases: improving the efficiency of conventional powertrains, expanding transition fuels like CNG and LNG, and scaling zero-emission technologies including battery-electric and hydrogen fuel-cell vehicles.
“We have invested in every technology,” Kulkarni said. “Our hydrogen fuel-cell buses are already operating in four Indian cities, and we’re running large trucks on hydrogen internal combustion engines. We are also market leaders in electric buses and small commercial EVs, and we’ll soon launch electric LCVs and heavy trucks.”
As part of the group’s commitment to the Science-Based Targets initiative (SBTi), Tata aims for net-zero emissions by 2045, an effort that includes converting its factories to renewable energy.
The “Next Is Now” Philosophy
The event’s theme — Next Is Now — reflects Tata Motors’ belief in acting proactively rather than reactively.
“We are not waiting for the future to happen,” Shamim explained. “We have chosen to stay ahead of the curve. Our products today already meet or exceed Euro 6 standards, and we will continue to push further.”
This philosophy extends beyond technology to how Tata engages with customers. The company’s three strategic pillars — tailored products, strong distributor partnerships, and accessible retail finance—define its competitive approach in the region.
“Great products, a strong distribution network, and financing for customers are what differentiate us,” said Shamim. “We’ve been here long enough to understand this market’s diversity— its terrain, climate, and customer expectations—and that’s what guides our design and strategy.”
Investing in Relationships and Regional Growth
Tata’s presence in the Middle East is anchored by partnerships such as Mohammed Yousuf Naghi Motors in Saudi Arabia and United Motors in the UAE. The company plans to roll out several of the newly unveiled trucks and buses to the Kingdom in the coming months.
“Saudi Arabia represents tremendous opportunity,” Shamim said. “We’re strengthening our network and after-sales capabilities there to deliver greater value to customers.”
He added that the UAE remains Tata’s largest market in the Gulf, both in sales volume and strategic importance—making Dubai a fitting venue to mark this new era.
Data, Telematics, and the Digital Future
Looking beyond hardware, Tata is leveraging AI and telematics to refine vehicle design and optimise performance.
“Artificial intelligence plays a major role in digital product creation and validation,” Kulkarni noted. “Using data from our connected vehicles, we’re able to recalibrate engines, suspension, and steering to match real-world duty cycles. It’s transforming how we engineer reliability and comfort.”
Shamim added that Tata operates India’s largest connected commercial vehicle plant, a foundation for future smart-fleet solutions the company plans to extend globally.
A Confident Step Forward
As the evening’s lights dimmed over MBC Studios, Tata Motors Commercial Vehicles left a clear message: while its history runs deep in the region, its gaze is firmly fixed on the road ahead.
The company’s renewed independence, advanced product lineup, and clear sustainability vision signal not only a new chapter for Tata but also a reinvigorated commitment to its Middle East customers.
“This is a proud and exciting moment for us,” said Shamim. The future isn’t coming. It’s already here, he suggested. “That’s why Next Is Now.”
