Tata Motors Celebrates First Anniversary in Australia

Thursday, 23 October 2014

Pictured: Fusion Automotive Managing Director, Darren Bowler.

Fusion Automotive and the Tata Motors brand are celebrating their first anniversary in Australia on Thursday October 23rd 2014, coincidently the same date the first Tata Motors commercial vehicle rolled off production line 60 years ago.

In April 2013, Fusion’s Managing Director Darren Bowler and Chief Operating Officer Oliver Lukeis stood in a vacant office in Clayton with an agreement to sell Tata Motors vehicles in the world’s most competitive market – Australia, and not much more. They had little furniture, no staff, no phones, no vehicles, no dealers, no sales and no brand awareness.

Prior to signing the agreement, the Walkinshaw Group – owners of Fusion Automotive - bought two Xenons, shipped them to Australia and subjected them to over 80,000km of durability testing to satisfy themselves of their suitability to Australia.

Following the testing, Bowler and Lukeis travelled to India to brief Tata Motors management about the Australian market and finalise the specification for their first model into Australia, the six-model, light commercial, Xenon range.

Within days of the official startup Tony Ireland in Townsville became the first Tata Motors dealer and the historic first sale went to Tata Motors in Ferntree Gully on November 29th 2013.

The team are very proud of the many milestones that have been achieved since then:

• Staff has been employed in the areas of sales, marketing, parts, service, logistics, and dealer development.
• Dealers were sought and appointed with the Tata Motors network currently standing at 40 across the nation.
• An initial sales target of 100 units has been well and truly surpassed by over 120%.

September this year saw the dual cab Xenon’s awarded a four-star ANCAP safety rating with the inclusion of Electronic Stability Control (ESC) and testing is underway on single cab models to ensure four stars across the board.

The introduction of ESC came with other safety technologies such as Electronic Stability Control, Traction Control, Hill Hold Control, Drag Torque Control, Hydraulic Brake Assist, and Electronic Brakeforce Distribution.

Fusion Automotive also announced a world first ownership program known as Tata Motors Tough Cover, which provides owners with peace of mind inclusive of the following:

• Four Years / 100,000km Factory Warranty
• Four Years / 60,000km Capped Price Servicing
• Four Years Roadside Assistance

As Fusion Automotive enters its second year, the Tata Motors brand is gaining traction in the market, sales continue to climb, dealers continue to be appointed and most importantly buyers continue to be surprised and delighted with their Xenon’s.

Fusion Automotive Managing Director Darren Bowler reflected on the past year: “This past year has been incredibly challenging and busy. It feels like only yesterday we were in India to see the Xenon and Tata Motors facilities for the first time.

“After our first drive of the Xenon, we knew it was the right vehicle for the Australian market.

“I’d like to thank the dedicated staff at Fusion Automotive and all our dealers; but most of all I’d like to thank our customers, who have not only bought a great vehicle, but a little slice of Australian Automotive history as well”.

More Articles