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MANAGEMENT OF TECHNOLOGY, INNOVATION
AND CHANGEMS 102MBA 2
ndSemester (2012-13)
GROUP ASSIGNMENT
(Mini Project)
on
A comparative study of Technology Strategies of any two automobile giantsviz. Tata Motors and Hyundai
Submitted By:
Name: KRITI REHANI (Enrolment No :062)
Name: DEEPSHIKHA (Enrolment No : 063)
Name: SHIVANI SHARMA (Enrolment No : 064)
Name : SONAM DHAWAN (Enrolment No : 065)
Name : SUPRIYA SAROHA (Enrolment No : 066)
Name : RAHUL SARIN (Enrolment No : 067)
Submitted To:
Dr. Vijay Kr. Khurana
Maharaja Agrasen Institute of Technology
MAIT, Sector-22, Rohini, Delhi-110086
Affiliated to GGS IP University, Delhi
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INDEX
About the Automobile Industry
Objectives of the study
Tata Motors and its technological strategies
Hyundai and its technological strategies
Comparison of technologies of two Tata Motors and Hyundai
Conclusions
Recommendations
References
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AUTOMOBILE INDUSTRY
The automotive industry in India is one of the larger markets in the world and hadpreviously been one of the fastest growing globally, but is now seeing flat or negative growthrates. India's passenger car and commercial vehicle manufacturing industry is the sixth largest
in the world, with an annual production of more than 3.9 million units in 2011 According to recent reports, India overtook Brazil and became the sixth largest passenger
vehicle producer in the world (beating such old and new auto makers as Belgium, UnitedKingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), grew 16 to 18 per cent to sellaround three million units in the course of 2011-12
In 2009, India emerged as Asia's fourth largest exporter ofpassenger cars, behind Japan, SouthKorea, and Thailand
In 2010, India beat Thailand to become Asia's third largest exporter of passenger cars. As of2010, India is home to 40 million passenger vehicles. More than 3.7 million automotivevehicles were produced in India in 2010 (an increase of 33.9%), making the country the
second (after China) fastest growing automobile market in the world in that year. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are
projected to increase to 4 million by 2015, no longer 5 million as previously projected.
The majority of India's car manufacturing industry is based around three clusters in the south,west and north.
The southern cluster consisting ofChennai is the biggest with 35% of the revenue share. Thewestern hub nearMumbai and Pune contributes to 33% of the market and the northern clusteraround the National Capital Region contributes 32% .
Chennai, with the India operations ofFord, Hyundai, Renault, Mitsubishi, Nissan, BMW,Hindustan Motors, Daimler, Caparo, and PSA Peugeot Citron is about to begin theiroperations by 2014. Chennai accounts for 60% of the country's automotive exports.
Gurgaon and Manesarin Haryana form the northern cluster where the country's largest carmanufacturer, Maruti Suzuki, is based .
The Chakan corridor nearPune, Maharashtra is the western cluster with companies likeGeneral Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes Benz,Land Rover, Jaguar Cars, Fiat and Force Motors having assembly plants in the area. Nashikhas a major base of Mahindra & Mahindra with a UV assembly unit and an Engine assemblyunit.
Aurangabad with Audi, Skoda and Volkswagen also forms part of the western cluster. Anotheremerging cluster is in the state ofGujarat with manufacturing facility ofGeneral Motors inHalol and further planned forTata Nano at their plant in Sanand. Ford, Maruti Suzuki andPeugeot-Citroenplants are also set to come up in Gujarat.
The first car ran on India's roads in 1897. Until the 1930s, cars were imported directly, but invery small numbers. An embryonic automotive industry emerged in India in the 1940s.Mahindra & Mahindra was established by two brothers as a trading company in 1945, andbegan assembly ofJeep CJ-3A utility vehicles.
Following the independence, in 1947, the Government of India and the private sector launchedefforts to create an automotive component manufacturing industry to supply to the automobileindustry. However, the growth was relatively slow in the 1950s and 1960s due tonationalisation and the license raj which hampered the Indian private sector .
http://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/List_of_countries_by_motor_vehicle_productionhttp://en.wikipedia.org/wiki/List_of_countries_by_motor_vehicle_productionhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/National_Capital_Regionhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ford_India_Private_Limitedhttp://en.wikipedia.org/wiki/Hyundai_Motor_India_Limitedhttp://en.wikipedia.org/wiki/Renault_India_Private_Limitedhttp://en.wikipedia.org/wiki/Mitsubishihttp://en.wikipedia.org/wiki/Nissan_Motor_India_Private_Limitedhttp://en.wikipedia.org/wiki/BMW_Indiahttp://en.wikipedia.org/wiki/Hindustan_Motorshttp://en.wikipedia.org/wiki/Daimler_AGhttp://en.wikipedia.org/wiki/Caparohttp://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABnhttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Manesarhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Chakan,_Maharashtrahttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/General_Motors_India_Private_Limitedhttp://en.wikipedia.org/wiki/Volkswagen_Indiahttp://en.wikipedia.org/wiki/Skoda_Auto_India_Private_Limitedhttp://en.wikipedia.org/wiki/Mahindra_and_Mahindrahttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Mercedes-Benz_Indiahttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Jaguarhttp://en.wikipedia.org/wiki/Fiat_Automobiles_India_Limitedhttp://en.wikipedia.org/wiki/Force_Motorshttp://en.wikipedia.org/wiki/Nashikhttp://en.wikipedia.org/wiki/Aurangabad,_Maharashtrahttp://en.wikipedia.org/wiki/Audi_Indiahttp://en.wikipedia.org/wiki/Skoda_Auto_India_Private_Limitedhttp://en.wikipedia.org/wiki/Volkswagen_Indiahttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/General_Motors_India_Private_Limitedhttp://en.wikipedia.org/wiki/Halolhttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Sanand_Plant_(Tata_Motors)http://en.wikipedia.org/wiki/Sanandhttp://en.wikipedia.org/wiki/Peugeot-Citroenhttp://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limitedhttp://en.wikipedia.org/wiki/Jeep_CJhttp://en.wikipedia.org/wiki/Independence_of_Indiahttp://en.wikipedia.org/wiki/License_rajhttp://en.wikipedia.org/wiki/License_rajhttp://en.wikipedia.org/wiki/Independence_of_Indiahttp://en.wikipedia.org/wiki/Jeep_CJhttp://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limitedhttp://en.wikipedia.org/wiki/Peugeot-Citroenhttp://en.wikipedia.org/wiki/Sanandhttp://en.wikipedia.org/wiki/Sanand_Plant_(Tata_Motors)http://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Halolhttp://en.wikipedia.org/wiki/General_Motors_India_Private_Limitedhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Volkswagen_Indiahttp://en.wikipedia.org/wiki/Skoda_Auto_India_Private_Limitedhttp://en.wikipedia.org/wiki/Audi_Indiahttp://en.wikipedia.org/wiki/Aurangabad,_Maharashtrahttp://en.wikipedia.org/wiki/Nashikhttp://en.wikipedia.org/wiki/Force_Motorshttp://en.wikipedia.org/wiki/Fiat_Automobiles_India_Limitedhttp://en.wikipedia.org/wiki/Jaguarhttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Mercedes-Benz_Indiahttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Mahindra_and_Mahindrahttp://en.wikipedia.org/wiki/Skoda_Auto_India_Private_Limitedhttp://en.wikipedia.org/wiki/Volkswagen_Indiahttp://en.wikipedia.org/wiki/General_Motors_India_Private_Limitedhttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Chakan,_Maharashtrahttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Manesarhttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABnhttp://en.wikipedia.org/wiki/Caparohttp://en.wikipedia.org/wiki/Daimler_AGhttp://en.wikipedia.org/wiki/Hindustan_Motorshttp://en.wikipedia.org/wiki/BMW_Indiahttp://en.wikipedia.org/wiki/Nissan_Motor_India_Private_Limitedhttp://en.wikipedia.org/wiki/Mitsubishihttp://en.wikipedia.org/wiki/Renault_India_Private_Limitedhttp://en.wikipedia.org/wiki/Hyundai_Motor_India_Limitedhttp://en.wikipedia.org/wiki/Ford_India_Private_Limitedhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/National_Capital_Regionhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/List_of_countries_by_motor_vehicle_productionhttp://en.wikipedia.org/wiki/List_of_countries_by_motor_vehicle_productionhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industry -
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Cars were still a major luxury. Eventually multinational automakers, such as, though notlimited to, Suzuki and Toyota of Japan and Hyundai of South Korea, were allowed to invest inthe Indian market ultimately leading to the establishment of an automotive industry in India. Anumber of foreign firms also initiated joint ventures with Indian companies.
EMISSION NORMS IMPOSED ON THE INDUSTRY
In tune with international standards to reduce vehicular pollution, the central government unveiled thestandards titled 'India 2000' in 2000 with later upgraded guidelines as 'Bharat Stage'. These standards arequite similar to the more stringent European standards and have been traditionally implemented in aphased manner, with the latest upgrade getting implemented in 13 cities and later, in the rest of thenation. Delhi(NCR), Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Pune, Surat,Kanpur, Lucknow, Solapur, and Agra are the 13 cities where Bharat Stage IV has been imposed whilethe rest of the nation is still under Bharat Stage .
EXPORTS
India's automobile exports have grown consistently and reached $4.5 billion in 2009, withUnited Kingdom being India's largest export market followed by Italy, Germany, Netherlandsand South Africa. India's automobile exports are expected to cross $12 billion by 2014.
According toNew York Times, India's strong engineering base and expertise in themanufacturing of low-cost, fuel-efficient cars has resulted in the expansion of manufacturingfacilities of several automobile companies like Hyundai, Nissan, Toyota, Volkswagen andMaruti Suzuki .
In 2008, South Korean multinational Hyundai Motors alone exported 240,000 cars made inIndia. Nissan Motorsplans to export 250,000 vehicles manufactured in its India plant by 2011.
Similarly, US automobile company, General Motors announced its plans to export about50,000 cars manufactured in India by 2011 .
In September 2009, Ford Motors announced its plans to set up a plant in India with an annualcapacity of 250,000 cars for US$500 million. The cars will be manufactured both for theIndian market and for export. The company said that the plant was a part of its plan to makeIndia the hub for its global production business. Fiat Motors also announced that it wouldsource more than US$1 billion worth auto components from India .
In recent years, India has emerged as a leading center for the manufacture of small cars.Hyundai, the biggest exporter from the country, now ships more than 250,000 cars annually
from India.
http://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Hyundaihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Solapurhttp://en.wikipedia.org/wiki/Agrahttp://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/Hyundai_Motors_Indiahttp://en.wikipedia.org/wiki/Nissanhttp://en.wikipedia.org/wiki/Toyota_Kirloskarhttp://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Suzuki#Maruti_Suzukihttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/UShttp://en.wikipedia.org/wiki/Automakerhttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Ford_Motorshttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Hyundaihttp://en.wikipedia.org/wiki/Hyundaihttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Ford_Motorshttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Automakerhttp://en.wikipedia.org/wiki/UShttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Suzuki#Maruti_Suzukihttp://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Toyota_Kirloskarhttp://en.wikipedia.org/wiki/Nissanhttp://en.wikipedia.org/wiki/Hyundai_Motors_Indiahttp://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/Agrahttp://en.wikipedia.org/wiki/Solapurhttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Hyundaihttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Suzuki -
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Top 20 export destinations in 2007-2008 and growth from previous year
Rank Country
2007-2008 (in USD
Millions)
2008-2009 (in USD
Millions)
Percentage
Growth
1United States ofAmerica
593.64 525.24 -11.52
2 Italy 332.35 359.68 8.22
3 Sri Lanka 249.14 216.11 -13.26
4 South Africa 224.93 188.57 -15.79
5 United Kingdom 165.57 246.32 48.77
6 United Arab Emirates 164.44 192.74 17.21
7 Algeria 147.34 265.63 80.28
8 Bangladesh 137.26 164.86 20.119 Egypt 134.43 143.54 5.99
10 Germany 133.52 409.63 206.8
11 Colombia 118.88 120.71 1.54
12 Nepal 111.33 98.13 -11.86
13 Mexico 93.80 94.10 0.32
14 Turkey 83.53 73.82 -11.63
15 Spain 81.01 56.96 -29.69
16 France 76.77 134.21 74.83
17 Nigeria 66.01 148.74 125.0318 Greece 65.75 127.63 94.1
19 Netherland 65.19 163.66 151.05
20 Ghana 59.91 38.30 -36.07
http://en.wikipedia.org/wiki/Automotive_industry_in_the_UShttp://en.wikipedia.org/wiki/Automotive_industry_in_the_UShttp://en.wikipedia.org/wiki/Automotive_industry_in_the_UShttp://en.wikipedia.org/wiki/Automotive_industry_in_Italyhttp://en.wikipedia.org/wiki/Automotive_industry_in_Germanyhttp://en.wikipedia.org/wiki/Automotive_industry_in_Germanyhttp://en.wikipedia.org/wiki/Automotive_industry_in_Italyhttp://en.wikipedia.org/wiki/Automotive_industry_in_the_UShttp://en.wikipedia.org/wiki/Automotive_industry_in_the_US -
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Electric vehicle and Hybrid vehicle (xEV) industry
During April 2012 Indian Government has planned to unveil the roadmap for thedevelopment of the domestic electric and hybrid vehicles (xEV) in the country .
A discussion between the various stakeholders including Government, industry and theacademia is expected to take place during 2324 February .
The final contours of the policy will be formed after this set of discussions. Ministriessuch as Petroleum, Finance, Road Transport and Power are involved in developing abroad framework for the sector. Along with these ministries big auto industry names suchas MrAnand Mahindra (Vice Chairman and Managing Director, Mahindra & Mahindra)and MrVikram Kirloskar(Vice-Chairman, Toyota Kirloskar) are also involved in thistask.
Government has also proposed to set up a Rs 740 crore R&D fund for the sector in the
12th five year plan during 2012-17.The idea is to reduce the high cost of key importedcomponents such as the battery and electric motor and develop such capabilities locally.
http://en.wikipedia.org/wiki/Anand_Mahindrahttp://en.wikipedia.org/w/index.php?title=Vikram_Kirloskar&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Vikram_Kirloskar&action=edit&redlink=1http://en.wikipedia.org/wiki/Anand_Mahindra -
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OBJECTIVES OF STUDY
Our main objective of this study is to carry out a comparative
study of technological strategies of two automobile giants TATA
MOTORS and HYUNDAI .
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TATA MOTORS
AND
ITSTECHNOLOGICAL
STRATEGIES
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COMPANY PROFILETata Motors Limited is India's largest automobile company, with consolidated revenues of INR
1,65,654crores (USD 32.5 billion) in 2011-12. It is the leader in commercial vehicles in each segment,
and among the top three in passenger vehicles with winning products in the compact, midsize car andutility vehicle segments. It is the world's fourth largest truck and bus manufacturer.
The Tata Motors Groups over 55,000 employees are guided by the vision to be ''best in the manner in
which we operate, best in the products we deliver, and best in our value system and ethics.''
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 7.5
million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's
manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow
(Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). Following a
strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles
at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company's
dealership, sales, services and spare parts network comprises over 3,500 touch points.
The Company was incorporated on 1st September 1945 at Mumbai to manufacture diesel vehicles for
commercial use, excavators, industrial shunter, dumpers, heavy forgings and machine tools. It
collaborated with M/s Hitachi Construction Machinery Co. Ltd., Japan, for manufacture of hydraulic
excavators in 1984. In 1985, many of the machine tools and production devices required for the new
`TATA 407' and `TATA 608' series were produced by the Company in Capital Goods Division. The
company started making CNC machines in Capital Goods Division and its engineers were receiving
know-how and training from Nachi-Fujikoshi and Niigata of Japan with whom the Company was
collaborating in these fields. A new electronics centers was also commissioned at Pune to support the
manufacture and maintenance of this new generation of CNC machines.
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In the year 1995, Tata Engineering and Locomotive Company (TELCO), acquired a second hand
paint shop, machine line and cylinders from the Australian unit of the Japanese auto giant, Nissan.
TELCO is believed to have picked up the unit for Rs. 70 crore. The total cost of import duty would be
Rs 100 crore. During the year a machine tool division was expanded so as to double its machine
building capacity and significantly reduce production times.
Automobile giant Telco installed an electronic data interchange (EDI) network that connected the Telco
plants, with its vendors. Telco showcased its sports car `Telsport' 4X4 for the first time at the fourth
Middle East International Show in Dubai on 10 November 1997. Telco is the second Indian four
wheel maker after Mahindra and Mahindra to participate in the show which has attracted 200 exhibitors
from 28 countries including world market leaders like BMW and Mercedes. Telco sport was TELCO's
first entrant in the passenger vehicle segment followed by a five-door SUV in the later part of next year.
In the year 1999, Telco became the first Indian manufacturer to offer commercial vehicles meeting euro-
emission norms, a year before they were due to be introduced in the country - It was proposed to make
TCECL a one-stop shop for construction equipment and earthmoving machinery.
In October, the Company won the National award for R&D Efforts in Development of Indigenous
Technology in the Mechanical Engineering Industries Sector instituted by Department of Scientific and
Industrial Research, Ministry of Science and Technology for the year 1999. The company also obtained
the shareholders' approval for hiving off the division into a 100 per cent subsidiary, Telco Construction
Equipment Company Ltd (TCECL), at an extra general body meeting (EGM) held in Mumbai.
By 2002, Indica sales had crossed two-lakh mark and the company collaborated with Nippon-Arcelor
for technical knowhow on CR steel. It also received Teri's (The Energy and Resources Institute)
CoRE-BCSD (Corporate roundtable on development of strategies for sustainable development and
environment-business council for sustainable development) corporate social responsibility (CSR)
awards for 2001-02. Tata Motors brought down the prices of passenger car following the excise duty
reduction in the Budget that very year.
The Company changed from 'TELCO' to 'TATAMOTORS' in December 24, 2003. In 2004, it launched
the new Indica V2 in Kerala. The auto giant appointed Cyrus P Mistry as the Deputy Chairman of the
company in 2012 and signed an agreement with US company to develop engine for commercial
vehicles. It also signed a partnership with J&K Bank for financing car loans.
India's leading automobile maker,Tata Motors Ltd launched its new Sports Utility Vehicle (SUV) Tata
Safari Storme at a starting price of Rs 9.95 lakh (ex-showroom Delhi). It has emerged as the most
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reputed Indian company in terms of service levels, product quality, financial performance and talent
pool, as put by a survey by global research firm Nielsen. The company won an order for 1,314 trucks
from Surat-based Siddhi Vinayak Logistics.
Tata Motors, the first company from India's engineering sector to be listed in the New York Stock
Exchange (September 2004), has also emerged as an international automobile company. Through
subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand,
Spain and South Africa. Among them is Jaguar Land Rover, a business comprising the two iconic
British brands that was acquired in 2008. JLR supports two state of the art engineering and design
facilities and three manufacturing plants (Solihull, Castle Bromwich &Halewood) in the UK. In 2004,
Tata Motors acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck
maker.
The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in
the Korean market, while also exporting these products to several international markets. Today two-
thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata
Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and
subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In
2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in body-
building for buses and coaches to manufacture fully-built buses and coaches for India and select
international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in
Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck,
with the Xenon having been launched in Thailand in 2008. Tata Motors (SA) (Proprietary) Ltd., Tata
Motors' joint venture with Tata Africa Holding (Pty) Ltd., has its assembly plant in South Africa at
Rosslyn, north of Pretoria, in the Gauteng province of South Africa. The plant can assemble, from semi
knocked down (SKD) kits, light, medium and heavy commercial vehicles ranging from 4 - 50 tonnes.
Tata Motors is also expanding its international footprint, established through exports since 1961. The
company's commercial and passenger vehicles are already being marketed in several countries in
Europe, Africa, the Middle East, South East Asia, South Asia, CIS, Russia and South America. It
has franchisee/joint venture assembly operations in Bangladesh, Ukraine, and Senegal.
The foundation of the company's growth over the last 66 years is a deep understanding of economic
stimuli and customer needs, and the ability to translate them into customer-desired offerings through
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leading edge R&D. With over 4,500 engineers and scientists, the company's Engineering Research
Centre, established in 1966, has enabled pioneering technologies and products. The company today has
R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK.
It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle,
India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous
passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously
developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world
have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in
March 2009. A development, which signifies a first for the global automobile industry, the Nano brings
the comfort and safety of a car within the reach of thousands of families. At one level Tata might well
compete with two-wheeler manufacturers - Ratan Tata has admitted that Nano has been inspired by the
vision of middle-class Indian families, complete with children, balanced precariously on two-wheelers.
On another front, the company aspires to compete with giants like BMW, Mercedes and Audi, if it bags
the Jaguar, and take on the Land cruisers of the world with the Land Rover acquisition.
In May 2009, Tata Motors ushered in a new era in the Indian automobile industry, in keeping with its
pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their power,
speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and
match the best in the world in performance at a lower life-cycle cost. In October 2010, Tata Motors
launched the Tata Aria, the first Indian four-wheel drive crossover. The Tata Aria redefines several
benchmarks with its design and technologies, offering class leading features that take comfort and safety
to a new height.
Tata Motors is equally focused on environment-friendly technologies in emissions and alternative
fuels. It has developed electric and hybrid vehicles both for personal and public transportation. It has
also been implementing several environment-friendly technologies in manufacturing processes,
significantly enhancing resource conservation.
Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction
equipment manufacturing, automotive vehicle components manufacturing and supply chain activities,
machine tools and factory automation solutions, high-precision tooling and plastic and electronic
components for automotive and computer applications, and automotive retailing and service operations.
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Tata Motors is committed to improving the quality of life of communities by working on four thrust
areas employability, education, health and environment. The activities touch the lives of more than a
million citizens. The company's support on education and employability is focused on youth and
women. They range from schools to technical education institutes to actual facilitation of income
generation. In health, our intervention is in both preventive and curative health care. The goal of
environment protection is achieved through tree plantation, conserving water and creating new water
bodies and, last but not the least, by introducing appropriate technologies in our vehicles and operations
for constantly enhancing environment care. With the foundation of its rich heritage, Tata Motors today
is etching a refulgent future.
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INNOVATION: R&D
ENGINEERING RESEARCH CENTER
The Research Centre at Jamshedpur regularly upgrades components and aggregates. A well-equipped
torture track enables rigorous and exhaustive testing of modifications before they are used as regular
fitments.
The Engineering Research Centre in Pune was setup in 1966 and is among the finest in the country. It
has been honoured with two prestigious awards - 'The DSIR National Award for R&D Effort in Industry
- 1999' and 'National Award for Successful Commercialisation of Indigenous Technology by an
Industrial Concern - 2000.'
FACILITIES
Test Beds: Tata Motors has 24 engine test beds for engine development. These are fully automated with
computerised data acquisition and logging. They are used to test performance, endurance, and durability.
They are also used in development of components and other engine aggregates.
The dynamometers ranging from 200 Hp to 500 Hp are capable of looking after all the existing and
future petrol, diesel, and CNG engines of Tata Motors. Three test beds are equipped with emissionanalysers. They are engaged in emission development for Euro norms. Six test beds are equipped with
'Intake Air Conditioning Systems' to feed combustion air at ref. temp, pressure and humidity to the
engine.
The latest addition is a contemporary "High Dynamic Transient Dynamometer" (HDTD) installed in
December 2000 which permits all 'chassis dynamometer' drive cycles to be run on it. It has an Emission
System, Dynamometer and Software. The powerful software simulates the driver and all vehicle
aggregates like gearbox and drivetrain, other than the engine.
Chassis Dynamometer Emission Lab: The ERC has a specialised AVL Zollner Chassis Dynamometer
with a 508mm-twin roller for checking the emission levels of chassis. It is certified by UTAC, TUV,
INTA and ARAI. With a 125 kw generator, it can cater to the maximum vehicle speed of 210 km/h.
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Inertia simulation ranges from 567kg to 3000 kg. The Horiba 9000 emission system has separate CVS
units for petrol and diesel.
Electrodynamic Vibration Shaker Platform: It is used for testing engine components and assemblies
against vibrations. It works with a rated force of 2000 kgf on X, Y, and Z-axis. The maximum
displacement is 40 mm and the maximum acceleration is 65g. It has a platform table size of 1000x1000
mm. The whole set-up has a PC based control and automation system.
Instrumentation Laboratory: The 'Instrumentation Laboratory' at ERC Engines is equipped with a
range of instruments to assist engine development. These include data acquisition systems, air flow
meters, blow-by meters, smoke meters, oil consumption meters, incometer & topometer, piston profile
tester, FIP test rig, Swirl test rig, and many other support equipments to cater to routine engine
development activities.
REDUCING EMISSION
A specialized laboratory has been set up to measure levels of emission of vehicles using either petrol,
diesel or CNG. This laboratory helps Tata Motors achieve fuel consumption efficiencies that would
conform to international standards, under varying driving cycles. It stands testimony to Tata Motors
commitment to help bring down levels of atmospheric pollution caused by vehicular exhaust.
DURABILITY TESTING
Test Tracks: High-speed tracks are specialized tracks for testing endurance of cars and commercial
vehicles. The Tata Motors torture tracks and high-speed tracks in Jamshedpur and Pune are the only one
of their kind in the country. The torture track has 4 segments. Each segment affords a different type and
level of stress testing for the vehicle chassis and aggregates. The tracks subject the chassis to shock,
twisting, and bending loads. 1000 cycles on this torture track are equivalent to approximately one and a
half lakh kms of running on regular roads. It thus provides a valid test of chassis and vehicle durability.
Four Poster Servo-Hydraulic Test Facility: Four Poster Servo-Hydraulic Test Facility consists of four
posts for mounting the vehicle. The vehicle is subjected to vertical motions equivalent to road
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undulations similar to actual runs on a test track. These tests conducted in a lab under controlled
conditions are accurate and unaffected by external factors that could hamper testing activity.
MINIMIZING NOISE
Anechoic chamber is a highly sophisticated noise and vibration laboratory, the nerve centre of which is a
vast chamber lined with 88,000 cones projecting at various angles from the walls and ceiling. It is one of
its kind in India and is developed completely with in-house facilities.
A number of cones, made of glass wool, are covered with fire retardant material and absorb sound
generated within this chamber. There are rubber dampers, and a meter-thick wall of air surrounds the
chamber itself. Designed to achieve 99.5% noise absorption, the chamber is used to test noise and
vibration levels created by vehicles.
For e.g. The noise of a door being shut, the click of a switch or an engine being started.
DESIGNING AND STYLING (CAD CENTER)
The CAD centre is equipped with 53 state-of-the-art CAD stations and the latest software. The CAD
centre is a vital organ of ERC's Cab Design Section.
CAD designing involves development of vehicle specifications, styling interiors and exteriors,
reviewing the styling from the engineering and aesthetic points of view, virtual prototyping to check for
design acceptability and feasibility of manufacture.
Based on this information, several running prototypes are made and tested. It is only after all flaws, if
any, are corrected using CAD systems, that vehicles are approved for mass production.
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INNOVATION: CONCEPT CARS
TATA MEGA PIXEL
Tata Megapixel, a range extended electric vehicle (REEV), is a new four-seater city-smart global car
concept for the performance-seeking and environment-conscious motorist anywhere in the world.
Combining a lithium ion phosphate battery and an on-board petrol engine generator for recharging on
the move, the Tata Megapixel offers a range of up to 900 km (with a single tank of fuel), path-breaking
CO2 emission of just 22 gm / km and fuel economy of 100 km / litre (under battery only power). The at-
home charging system is an as innovative induction charging system. The car has simply to be parked
over the induction pad for charging to begin.
The class-leading 'Zero Turn' drive system of the Tata Pixel (shown at the 2011 Geneva Motor Show)
has been taken to an even higher level of manoeuvrability in the Tata Megapixel. The car's electric drive
has four independent electric motors, one at each wheel. When parking, the electric hub motors drive the
wheels in opposite directions, while the front wheels are turned at an acute angle, enabling an
exceptional 2.8 metre turning radius.
The Tata Megapixel is as distinctive in elegantly melding Indian uniqueness - in colours, graphic themes
or materials - with global styling preferences. The integrated lamp and grille graphics sweep back over
the front wheel arches to render a dynamic front end. It is echoed on the panoramic roof, creating a
harmony between sun & shade and sense of interior space. The floating C-pillar and wrap-around belt
line finisher integrate perfectly with the sculpted body surface, flowing freely to the rear and
encapsulating the 5-spoke wheel design.
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A double-sliding door system and the car's B-pillar less design make entry/exit easy, besides superb
visibility. The battery layout and hub motors maximize the interior package. So, the Tata Megapixel
comfortably accommodates for adults with luggage. The front seats are cantilevered on the central
tunnel, releasing floor space for additional storage. Light leather trims and rose metal details accentuate
the joyous marriage of richness of tradition and innovativeness of technology.
This fusion is heightened by an advanced human machine interface (HMI). The console docking point
can connect a smart phone with the car. The built-in large touch screen HMI, at the centre of the
instrument panel, thus becomes a common access point for the repertoire of the smart device and for
controlling the functions of the car, like temperature, ventilation, driving modes and performance.
The Tata Megapixel denotes Tata Motors' progression from the Tata Pixel, based on the Tata Nano and a
city car concept for Europe, reflecting the company's future design direction.
TATA PIXEL
Tata Motors presented at the 81st Geneva Motor Show the Tata Pixel, a new city car concept for Europe.
Based on the Tata Nano, the Tata Pixel - at just over three metres in length - is the most package
efficient four-seater in the world, comfortably accommodating four adults, unlike a typical city carwhich is either a two-seater or can accommodate two adults and two children only.
Speaking on the occasion, Mr. Carl-Peter Forster, Managing Director and Group CEO of Tata Motors,
said, "Tata Motors holds true to its belief that there is an opportunity in Europe for a city car, which is
optimal in space, manoeuvrability and environment-friendliness. The Tata Pixel is a reflection of Tata
Motors' idea of what such a car should be."
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The Tata Pixel's ability to manoeuvre and park in the tightest of spaces is made possible by its Zero Turn
toroidal traction-drive Infinitely Variable Transmission (IVT), which assists rotation of the outer rear
wheel forwards and the inner rear wheel backwards, while the front wheels turn at acute angles. The
result is a turning circle radius of just 2.6 metres. The 'scissor' doors rotate upwards from the front to
allow passengers to effortlessly enter or exit the Tata Pixel, even in the tightest of spaces.
A forward sweeping roofline, with minimal front and rear overhangs, accentuates the youthful styling.
The Tata Pixel is also designed to provide a high level of connectivity. Key functions are controlled by
the driver's smart phone, running 'My Tata Connect' - the first integrated human-machine interface
(HMI) concept from Tata Motors.
TATA ELEGANTE
Tata Motors unveiled the Tata Elegante, a Sedan Concept based on all new platform, at the 77th Geneva
Auto Show in the year 2007.The Tata Elegante, larger than the current Tata Indigo Sedan, is conceptualized to incorporate 4 cylinder
transverse petrol and diesel engines from 1.4 litres through to 2 litres and a compact V6 petrol power
unit. Common rail direct injection turbo diesel engines with variable valve timing and capabilities to
comply with Euro V emissions norms will also be available. Power varies from 90 to 200 PS with torque
of upto 280 Nm. Transmission options include 6 speed manual and automatic gearboxes.
Besides meeting all European safety, crash-worthiness and emission standards, the Tata Elegante's
features include satellite navigation system, cruise control, integrated blue tooth compatibility, heated
mirrors, rain sensor, front and rear parking sensors, and many other contemporary features. Several of
the design cues of the Tata Elegante will be incorporated in the forthcoming generation of Tata Indica
and Tata Indigo cars.
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TATA CLIFFRIDER
Tata Motors unveiled the Tata Cliffrider, a "Multi-Utility Lifestyle Vehicle" Concept, at the 76th
Geneva Auto Show in the year 2006.
The Tata Cliffrider is derived from the Tata "Crossover" Concept, which was originally unveiled at the
last Geneva Auto Show. Sporting a silhouette like a high-slung sedan, theTata Cliffrider is a dynamic
package that combines lifestyle and sporty usage with the practical functionality of a pick-up truck.
The Concept showcases Tata Motors' idea of how a utility product could evolve in future for the
discerning customer through a truly multi-purpose, multi-terrain usage of a car.
The exterior styling cues carry forward the visual theme of the Tata Crossover. The door trims show a
continuity of form due to the disguised central pillar, with the front door hinged at its leading edge and
the rear door at its trailing edge, allowing better access to the rear seats. The interior emphasizes space
and elegance with an innovative ventilation system and driver-oriented instrumentation stylishly
packaged in the steering column. Long beam lights mounted on the roll bar and a load-body suited to
carry mountain bikes, skis or snowboards re-inforce the "fun and adventure" image. It can also carry
goods in the load tray which can be hidden from view as well as protected from weather conditions by a
sliding cover.
Configured to be fitted with a range of Euro IV engines including a V6 Petrol and next generation
Common Rail diesel power trains, it would offer multiple airbags, ABS, Traction Control, Navigation
Control and a host of other contemporary features. The Tata Cliffrider would be available in 4x2 as
well as 4x4 versions.
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TATA INDIVA
Tata Motors has unveiled a new 7-seater MPV concept in the year 2002. Built on the same platform as
Tata's B-segment offering, the Tata Indica, this MPV concept demonstrates the versatility of the Tata
Indica platform.
The Tata MPV, the Tata Indiva has been designed as a compact, space-efficient vehicle and is amongst
the shortest 7-seater conceived with an overall length of just under 4.3 metres. It has a high seating
position, which enhances passenger comfort, safety and visibility. The interior layout is flexible with the
3rd row of seats being removable which frees up interior space. Sporting 16" alloy wheels, it has been
designed as a streamlined peoples' carrier, which is more car-like with on-board electronic systems
integrating high level of in-car entertainment, navigation and internet connectivity. The concept has a
permanent sunroof and a headliner with LED lighting, which gives the interior an airy, spacious feeling.
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ACQUISITION OF NEW TECHNOLOGIES THROUGH ACQUISITION OF COMPANIES
Technological capabilities are more than designs and drawings, or plant and machinery. They are
embedded in the organizational practices of the organization. It is therefore no surprise that technology
transfer is a challenging process. The transferee company often misses out on the organizational
practices and culture that go along with continuously improving the technology. Acquiring entire
companies for their technology helps overcome this problem. But the acquisition of companies,
particularly the integration of the acquired company, is no trivial task and several studies have shown
that a majority of acquisitions fail to enhance shareholder value. In January 2004, one of Indias leading
automobile component manufacturers, Bharat Forge Ltd., acquired Carl Dan Peddinghaus GmbH &
Co. (CDP) in Germany. Founded in 1839, CDP is renowned for its product design and development
capabilities. It has historically worked very closely with BMW and other German automobile companies
to develop suspension components for their new vehicles. Through the acquisition of CDP, Bharat Forge
got access to the superior design capabilities of CDP and also the opportunity to work closely with
BMW. This will enable Bharat Forge to get sole supplier contracts for components developed for new
BMW vehicles. Subsequently, Bharat Forge acquired CDP-Aluminium technik, a major supplier of
aluminum forgings to BMW, Audi, and Volkswagen, thus enabling it to move into the growing area of
aluminum forgings.
HYUNDAI
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AND
ITS
TECHNOLOGICAL
STRATEGIES
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COMPANY PROFILE
The Hyundai Motor Company is a South Korean multinational automaker headquartered in Seoul,
South Korea. Hyundai was founded in 1967 and it, along with Kia, together comprise the Hyundai
Motor Group, which is the world's fourth largest automobile manufacturer based on annual vehicle sales
in 2010. In 2008, Hyundai (without Kia) ranked as the eighth largest automaker. In 2010, Hyundai sold
over 3.6 million vehicles worldwide.
Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, which is
capable of producing 1.6 million units annually. The company employs about 75,000 persons
worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms.
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor
Company was later established in 1967. The company's first model, the Cortina, was released in
cooperation with Ford Motor Company in 1968. When Hyundai wanted to develop their own car, they
hired George Turnbull, the former Managing Director of Austin Morris at British Leyland. He in turn
hired five other top British car engineers. They were Kenneth Barnett body design, engineers John
Simpson and Edward Chapman, John Crosthwaite ex-BRM as chassis engineer and Peter Slater as chief
development engineer. In 1975, the Pony, the first Korean car, was released, with styling by Giorgio
Giugiaro ofItal Design and powertrain technology provided by Japan's Mitsubishi Motors. Exports
began in the following year to Ecuadorand soon thereafter to the Benelux countries.
In 1984, Hyundai exported the Pony to Canada, but not to the United States, because the Pony didn't
pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at one point the
top-selling car on the Canadian market. The Pony afforded a much higher degree of quality and
refinement in the lowest price auto segment than the Eastern-bloc imports of the period then available.
In 1985, the one millionth Hyundai car was built.
In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best Product
#10" byFortune magazine, largely because of its affordability. The company began to produce models
with its own technology in 1988, beginning with the midsize Sonata. In the spring of 1990, aggregate
production of Hyundai automobiles reached the four million mark.[10]In 1991, the company succeeded
in developing its first proprietary gasoline engine, the four-cylinder Alpha, and also its own
transmission, thus paving the way for technological independence.
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In 1996, Hyundai Motor India Limited was established with a production plant in Irungattukottai
nearChennai, India.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class brand.
Chung Ju Yung transferred leadership of Hyundai Motor to his son, Chung Mong Koo, in
1999. Hyundai's parent company, Hyundai Motor Group, invested heavily in the quality, design,
manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile (160,000 km)
warranty to cars sold in the United States and launched an aggressive marketing campaign.
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and Associates.
Hyundai is now one of the top 100 most valuable brands worldwide. Since 2002, Hyundai has also been
one of the worldwide official sponsors of the FIFA World Cup.
In 2006, the South Korean government initiated an investigation ofChung Mong Koo's practices as head
of Hyundai, suspecting him ofcorruption. On April 28, 2006, Chung was arrested, and charged
forembezzlement of 100 billion South Korean won (US$106 million). As a result, Hyundai Vice
Chairman and CEO, Kim Dong-jin, replaced him as head of the company.
On September 30, 2011, Yang Seung Suk announced his retirement as CEO of Hyundai Motor Co. Inthe interim replacement period, Chung Mong-koo and Kim Eok-jo will divide the duties of the CEO
position.
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Research and Development
Hyundai has 6 centres worldwide, located in Korea (three offices), Germany, Japan and India.
Additionally, there is an American design centre in California that develops designs for US markets.
Business
In 1998, after a shake-up in the Korean auto industry caused by overambitious expansion and the Asian
financial crisis, Hyundai acquired rival Kia Motors. In 2000, the company established a strategic
alliance with DaimlerChryslerand severed its partnership with the Hyundai Group. In 2001,
the Daimler-Hyundai Truck Corporation was formed. In 2004, however, DaimlerChrysler divested its
interest in the company by selling its 10.5% stake for $900 million.
Hyundai has invested in manufacturing plants in the North America, India, Czech Republic, Pakistan,
China and Turkey as well as research and development centers in Europe, Asia, North America, and
the Pacific Rim. In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea making it
the country's second largest corporation, orchaebol. Worldwide sales in 2005 reached 2,533,695 units,
an 11 percent increase over the previous year. In 2011, Hyundai sold 4.05 million cars worldwide and
the Hyundai Motor Group was the world's fourth largest automoker behind GM, Volkswagen and
Toyota - a distinction it earned when it surpassed Ford Auto Group in 2009. Hyundai vehicles are sold
in 193 countries through some 5,000 dealerships.
The Hyundai brand power continues to rise as it was ranked 65th in the 2007 Best Global Brands by
Interbrand and BusinessWeek survey, with brand value estimated at $5.0 billion. Public perception of
the Hyundai brand has been transformed as a result of dramatic improvements in the quality of Hyundai
vehicles. As of 2011, it is the world's fastest growing car brand for two years running.
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INNOVATION: ECONOMICZERO-EMISSION VEHICLE
Realizing environmental management is the prerequisite to realizing a sustainable future!
Right at this moment when the entire world is focused on reducing greenhouse gas emissions, Hyundai
is focused on developing technologies to minimize the discharge of harmful substances across the board,
from the early stages of production all the way up to the moment of usage. At the same time, it is
sparing no effort or investment to develop and produce eco-friendly vehicles with the ultimate goal of
one day providing cars that do not emit any CO2.
Environmental management realized through Blue drive
Starting with the development of the FGV-I HEV concept car in 1995, then the proclamation of global
environmental management in 2003, and the establishment of the Environmental Technology Center in
2005, Hyundai has been striving constantly to reduce the environmental impact of its automobiles.
These efforts were launched full scale and started becoming more visible with the introduction of the
Blue Drive strategy in 2009. Blue Drive is Hyundais low carbon green technology strategy to reduce
CO2 emissions by automobiles as well as the brand name of the eco-friendly cars that apply the
eponymous technologies.
In the short term, Hyundais Blue Drive strategy is focused on increasing fuel efficiency and developing
eco-friendly vehicles including bio fuel, hybrid, electric, and hydrogen fuel cell vehicles. Ultimately, it
aims to realize cars that do not produce any CO2 at all. Centered on its Blue Drive strategy, Hyundai will
spare no efforts in its environmental management initiatives so that it may contribute to making a futurewhere man, society, and Earth can coexist in happiness.
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Hybrid cars that care about the earths future
Hyundais history with hybrid cars started with the distribution of 50 Click test drive hybrid cars in
2004. In 2005, it succeeded in securing the domestic production of key parts. In 2008, it provided
approximately 1,400 Verna hybrids to public and educational institutions. The same year, using
homegrown technologies, the LPi hybrid car was successfully developed which, for the first time in the
world, combined LPG fuel with an electric motor. Starting from 2009, Hyundai commercialized an LPi
hybrid car that combined eco-friendly performance with practicality. In 2011, the Sonata gasoline
hybrid, with superior fuel economy and performance, was released in the U.S. and Korean markets,
expanding the hybrid vehicle market to mid-sized cars. In 2015, Hyundai plans to release a mid-sized
plug-in hybrid car that can be charged with an outside power source. Hyundais unending march to
develop eco-friendly hybrid vehicles will not stop in the future.
Hybrid car development and future plans
1st Stage 1995 ~ 2004 2nd Stage 2005 ~ 2009 3rd Stage 2010 ~
Ensuring mass-production
technology (Test production)
Production system constructed
(Key parts produced in Korea)
Model diversification
(Expansion of exports)
1995
First HEV concept car developed
2000
County HEV developed
2004
Click HEV is testdriven
2005
Verna HEV test drive
2009
Elantra LPi HEV mass production
2009
Hybrid city bus distribution
2011
Sonata HEV mass production
2015
Mass production of plug in hybrids
Hydrogen Fuel Cell Vehicles
Nonpolluting cars that use natural energy: Hydrogen fuel cell vehicles are non polluting cars that
emit no harmful substances whatsoever when driven; the only thing that is emitted is water,
as hydrogen fuel cell vehicles get their energy by reacting hydrogen with oxygen from the air. Hydrogen
reduces the dependence on fossil
fuels as it can be produced from diverse energy sources including solar heat, wind, and nuclear power.
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With twice the efficiency of internal combustion engines, it is also a technology that most effectively
uses natural energy.
To secure product and price competitiveness in hydrogen fuel cell vehicles, Hyundai has
steadfastly invested in developing related technologies.
It achieved beating the traditional foe of hydrogen vehicles cold weather by developing a technology
that enables ignition and operation at -25. By stamping thin sheets of stainless steel to produce fuel
cells, it has seen the potential for cost-effective mass production by reducing the fuel cell stack price by
a sixth.
To produce hydrogen fuel cell vehicles of exceptional safety, it is employing diverse safety tests and
evaluations such as collision tests and simulated fires. In 2010, Hyundai developed the Tucson hydrogen
fuel cell vehicle, which can travel up to 650 km on one charge, boasts a fuel efficiency of 30.2 km/
(UDDS) and a top speed of 160 km/h, and which can be started at -25. In 2011, 48 of them were used
in Seoul and the surrounding metropolitan area as well as Ulsan for road testing. Starting from 2012,
efforts at commercialization have started with small-scale productions.
Meanwhile, Hyundai is promoting its eco-friendly technological knowhow in the European market by
actively participating in related projects in the region. In October 2011, Hyundai was selected by the
European Union as the exclusive provider of hydrogen fuel cell vehicles for test driving by European
Parliament Commissioners and EU officials, and was once again selected by the European Commission-
backed Fuel Cells and Hydrogen Joint Undertaking (FCH-JU) in November as the provider ofdemonstration vehicles in two Northern European countries (Denmark, Norway). Third-generation
Tucson ix hydrogen fuel cell vehicles were given to the Danish government, which are currently being
tested in a real-world environment.
Test driving Hyundais vehicles in a Northern European country with an advanced hydrogen fuel cell
infrastructure has served as an occasion to promote the companys eco-friendly technology to the
European market and establish a foothold to enter the regions hydrogen fuel cell vehicle market.
High speed driving made possible with the blue-on electric car: Based on the experiences it acquired
in developing electric cars, starting from the Sonata in 1991 to the Excel, Accent, and Santa Fe, Hyundai
debuted the Blue-On electric car in September 2010, the first Korean electric car capable of high speed
operation. The Blue-On electric car can go 140 km on a single charge, and has a maximum speed of 130
km/h and a zero-to-100 km/h acceleration of 13.1 seconds. In addition, the key parts are all produced in
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Korea, providing a foundation for technological development of electric vehicles. The high voltage parts
use a complex safety design so that both safety and reliability are ensured.
Hyundai has provided 30 Blue-On vehicles to public agencies and local governments for initial testing
from August 2010 to August 2012, and starting from January 2011, has provided 250 more units to
government offices and corporations in an endeavor to establish a basis for the commercialization of
electric vehicles. In response to a task given by the Korean government under the national policy of
Green Transport Systems Based on Next Generation Electric Cars, Hyundai is also pushing ahead
with the plan to develop a near mid-sized electric car by 2014, which can be driven over 200 km on a
single charge, has a zero -to-100 km/h acceleration of 11.5 seconds, and which can be fully charged
within five hours and speed charged in less than 23 minutes.
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Roadmap for development of hydrogen fuel cell vehicles
RECYCLING TECHNOLOGY
At HMC, we are striving to minimize vehicle waste at the end of the vehicles life. By 2015, we aim to
achieve a 95% vehicle recycling rate by weight. We are also making a significant investment in the
development of recyclable materials and recycling technologies. Metals, which accounts for more than
70% of the vehicles weight, are already actively recycled. Therefore, we are developing technologies torecycle plastic parts which were traditionally incinerated or landfilled. HMC is also actively applying
Design for Recycling principles, in order to further increase recyclability of vehicles. In addition, we
have established the Automobile Recycling Center to research how to process end of life vehicles in a
more environmentally friendly manner.
Recycling Vehicle Bumpers: Bumpers are an important component of automobile which absorb the
impact from a collision. Consisting of a bumper cover and a back beam, it is also the largest plastic
automobile part. HMC has developed a custom closed-loop recycling system for automotive bumpers
which is designed to handle the complete recycling process from collection ofbumpers to recycling. A
new paint removal technique has been developed to increase the bumper recycling rate as well. Instead
of using methylene chloride, the new technique involves the use of a water-based alkaline solvent for
more effective removal of the paint.
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The bumper parts are then further processed and supplied to vendors as repair parts. We are also
increasing our environmental marketing efforts to increase the use of recycled parts as green parts. In
addition, bumper covers are recycled to produce Thermo-Plastic Olefin (TPO), a type of Olefin material
with 5 to 35% rubber content and high impact absorption characteristics. The TPO material is then used
as a base material for vehicle parts including wheel guards, mud guards and luggage flower boxes.
We are in the process of testing head lamp housings, door center trims, resonators, air cleaner housings
and several other parts using the TPO material. We also developed high-efficiency closed shredding
system and re-compounding technology for achieving desirable strength and malleability of the material
recycled from scrapped bumper back beams. The processed material is then used to produce engine
under covers, radiator shrouds and battery trays. We are also developing materials from FEM carriers,
canister protectors and bumper side brackets for recycling.
Recycling Poly-Amid (Nylon) Materials: Primarily used in the powertrain, nylon materials are plastic-
polymers used as composite materials mixed with glass and mineral fibers. In order to recycle nylon
materials, they have to be put through multiple pre-treatment stages as follows: material separation,
grinding, washing, property refinement, and nylon polymer strength reinforcements. HMC has
developed highly efficient, large scale recycling processes needed for the four stages including a friction
turning washer and technology to increase the molecular weight of nylon polymers, which are necessary
for processing radiator fan, shroud, end tank and airbag bubble sheet collected for recycling. We plan to
use the recycled materials for parts that require high elasticity and high durability such as the radiator
shrouds, roof racks and canisters.
Design for Recycling (DfR): HMC has made recycling a key guiding principle in vehicle design in
order to produce vehicles with reduced environmental impact. In the planning stage, we are improving
the ease of dismantling, recyclability, and reparability of the products. We also provide environmentally
friendly design guidelines for parts that are targeted for recycling, in order to ensure overall recyclability
of the new vehicle models before finalizing of the design. HMC conducts recyclability verification using
a computerized simulation for all models produced since 2007 before confirmation of the final blueprint.
The recyclability of vehicles is verified once again by actually dismantling test vehicles identical to the
models that have been confirmed to for mass production. Improvements are then made for parts and
components that were identified with problems to ensure greater recyclability in next-generation models.
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INNOVATION: TECHNOLOGICAL
FOR DRIVER SAFETY AND CONVENIENCE
The most representative infotainment system is telematics, created by the fusion of telecommunication
and informatics. Featuring a state-of-the-art communication terminal with built-in GPS that is connected
to various other electronic devices in the vehicle, the system offers various useful information to the
driver to promote safer driving. HyundaiKia Motors became the first company in Korea to offer an
integrated telematics service called Mozen to enhance the comfort and pleasure of driving.
Hologram HUD: Space holographic technology is a progressive technology that displays various
driving and driver convenience information on the front windshield in the form of a 3D hologram.
DSM (Driven State Monitoring): DSM employs facial recognition engine technology to determine the
drivers state by monitoring changes in the drivers eye movements and facial muscles with an infrared
camera installed inside the car. By measuring the drivers blinking and facial direction patterns, it
sounds an alarm sound and relays strong vibrations to the seat when abnormal states are detected.
Self-healing scratch shield: SRC (Scratch Recovery Clear) uses the elasticity of special chemically
composed matters in a clear paint that has self-healing properties. Scratches are automatically fixed over
a period of time.
Solar cell sunroof: Solar cells are a representative form of environmentally-friendly and renewable
energy. We are applying solar cells to automobile sunroofs and using the A/C fan operation to reduce
the A/C load during summertime while enhancing cooling performance and cooling fuel efficiency.
Pre-crash headrest: Pre-crash headrests help prevent driver neck injuries by detecting possible rear
collisions using a rear-facing radar or camera that is built into the vehicle. When a possible collision is
detected, the headrest automatically moves closer to the drivers head for added protection. Once the
risk has passed, the headrest then returns to its normal position after a certain period of time.
Nano glass (wiperless vehicles): Nano technology is utilized to automatically remove water or dust
from the front windshield without the need for wipers. Space holographic technology is a progressive
technology that displays various driving and driver convenience information on the front windshield in
the form of a 3D hologram.
Honeycomb tires: The non-pneumatic tires eliminate the possibility of flat tires with its special
honeycomb-shaped tires or wheels that are covered in rubber on the outside.
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Smart window: Smart windows can adjust the amount of light and heat that stream in through window
glass.
HYUNDAI ANNOUNCES ITS FUTURE POWERTRAIN STRATEGY
Hyundai accelerates its push to expand the powerful and fuel-efficient Turbo-GDI engines
Hyundai plans to develop transmissions for premium models
Hyundai Motor Group on October23,2012 unveiled its latest powertrain technologies and future plans
at The 12th Hyundai-Kia International Powertrain Conference, with the theme of Convergence of
Human, Environment and Powertrain.
At the annual conference, held at Rolling Hills Hotel near the Hyundai Motor Group R&D Center in
Korea, the Group explained the current development states of its major powertrain technologies and
announced future development directions.
In line with the dominating global trend of engine downsizing, Hyundai has been expanding the
inclusion of Turbo Gasoline Direct Injection (T-GDI) engines to its models. The T-GDI engine is a next-
generation engine boasting great fuel economy, eco-friendliness and high performance.
While its compact(1.6) and mid-size(2.0) models are already equipped with such engines, Hyundai
will continue its utmost efforts to improve T-GDI technology to develop small, yet strong engines,
which can offer drivers unprecedented driving pleasure.
In terms of diesel engine, Hyundai plans to continue expanding its diesel line-up based on the advanced
technology of the existing U, R and S engines to respond to the diversified demands of global customers
more effectively.
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Hyundai also aims to become the leader in transmission technology with its unceasing efforts to develop
light-weight and highly fuel-efficient transmission, a great combination of efficiency and performance.
As the first automaker to develop 8-speed auto transmission for the rear wheel drive vehicle in-house,
Hyundai is focusing on developing transmissions for premium models as well.
Furthermore, Hyundai will offer more customized powertrains in response to local conditions to boost
its overseas sales. For example, while Hyundai plans to increase the ratio of T-GDI engine-equipped
models in its major markets including the U.S. and China, it also plans to introduce flex-fuel engines for
countries better suited for them. For countries with extreme weather conditions, Hyundai will provide
engines that deliver sustainable performance regardless of changes in temperature.
A variety of technologies were adopted to maximize fuel economy and performance of the Kappa 1.0
TCI engine including 12-valve DOHC, integrated turbocharger and offset crankshaft. In addition,
aluminum cylinder block, plastic intake manifold and head cover reduced the total weight while the
ladder frame decreased NVH.
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COMPARATIVE
STUDY OF HYUNDAI
MOTORS &
TATA MOTORS
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COMPARISON
VISION
Tata Motors:The vision of Tata Motors is being bestin the manner in which they operate, best in the
products they deliver, and best in their value system and ethics.
Hyundai Motors: The vision of Hyundai-Kia Motors is to secure world-best innovations and raise theirprofile as a premium automaker.
INVESTMENT IN R&D
Tata Motors: Their annual expenditure on R&D is approximately 2% of their turnover. They ensure
that their products are environmentally sound in a variety of ways.
Hyundai Motors: Over 5% of their revenues are invested into R&D to secure world-leading quality,
marketability and technology.
DISRUPTIVE INNOVATION
Tata Motors: using Key Performance Indicators (KPI) and Key Performance Measures (KPM) to
monitor and control the organization.
Hyundai Motors: Developed hydrogen cell fuel vehicles.
METHOD OF ANALYSIS
Tata Motors: The company invented and named its matrix method in strategy business unit as BCG
Matrix SBU, this helped the company analyze and grow.
Hyundai Motors:No such special method of analysis developed.
SPARE PARTS DISCOVERY
Tata Motors: The company is discovering own hydraulics suspension and efficient dynamics etc.Hyundai Motors: The company deploy cutting-edge materials and new technologies in the
development of chassis parts to secure unrivalled riding comfort, driving performance and safety.
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TECHNOLOGY ACQUISITION
Tata Motors: Tata bought LAND ROVER and JAGUAR from FORD, the legendary iconic company inthe history. This helped Tata to gain DAIMLER, LANCHESTER, and ROVER brand names. Inaddition to this it also gained access to 2 designing centres and 3 plants in United Kingdom.Hyundai Motors: It was formed in collaboration with Kia Motors of Korea and the organization has not
acquired any major technology by acquisition or merger with any other firm.
HYBRID TECHNOLOGY
Tata Motors: The organization is developing hybrid technology in hand with another firm which had
been taken over by it.
Hyundai Motors: The organisation is developing its own hybrid technology.
CONCEPT CARS
Tata Motors: The concept cars developed by Tata are technologically more advanced and better in
design.
Hyundai Motors: The concept cars developed by Hyundai lacks attractive looks and are inferior in
technology compared to Tatas.
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CONCLUSION
Despite spending a larger percentage of annual turnover, Hyundai lags behind in technology than
Tata
Despite having a dedicated team for designing of cars, the design of Hyundais concept cars is
less stylish and attractive than that of Tata.
A huge difference lies in the vision of both the automobile manufacturing companies , Tata
Motors has a wider and more practical vision than the Hyundai.
Tata Motors Limited is India's largest automobile company, and the leader in commercial
vehicles in each segment, and among the top three in passenger vehicles with winning products
Hyundai is the world's fourth largest automobile manufacturer based on annual vehicle sales in
2010. In 2008, Hyundai (without Kia) ranked as the eighth largest automaker.
Another very big conclusion that can be drawn from the study is that both the automobile
manufactures pay high attention in monitoring the effectiveness of their whole processes
including application of various technologies .
Tata motors has acquired more number of technologies as compared to Hyundai.
Noticable difference lies in the amount that has been invested my both the manufacturers in their
R&D.
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RECOMMENDATIONS
Hyundai must work on developing a better method of analysis which will surely help theorganisation to expand and grow.
Tata Motors must try increase its expenditure in R&D so that they can develop moreinnovative and unique technologies.
Hyundai must design its concept cars in a more defined way so that they look morestylish and attractive.
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REFERENCES
http://www.hyundai.com/in/en/CompanyInfomation/HMC/index.htm
http://worldwide.hyundai.com/WW/Innovation/Eco/ZeroEmissionVehicle/index.html
http://worldwide.hyundai.com/WW/Corporate/News/News/DF_WW_GLOBALNEWS
VIEW_121023_01.html?testValue=DF_WW_RD_GLOBALNEWS&title=DF_WW_GLOBALNEWSVIEW_121023_01&Row=389&totalRow=&selx2=
http://www.tatamotors.com/products-services/passenger.php?ref=worldwide
http://www.tatacars.com/innovations/research-development.aspx
http://www.hyundai.com/in/en/CompanyInfomation/HMC/index.htm
http://worldwide.hyundai.com/WW/Innovation/Eco/ZeroEmissionVehicle/index.html
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