Tata Magic

Overview

The view below gives impression that some of Tata Magic gave close impression of the types of vehicles that were currently available in India. It enables parents and three kids, four vision heads, plus two luggage to reach anyplace. The vehicle was launched into the market by tata motors in 2007 and has played a critical role in transforming last mile connectivity solutions in the cities and villages of ap. With my several years of reviewing cars, this is a car I was definitely dying to see how it has managed to retain such a strong meat.

Tata magic, which is essentially the passenger version of the Ace mini-truck, was expected to replace the depressingly common and very uncomfortable auto rickshaws with a much safer and more comfortable vehicle. Considering its boxy shape and practical tonado stance, it was apparent that this vehicle was designed more for work than style, at least thats what I assumed, but I was left wondering if it will lived up to its prerequisites of being practical and efficient.

Design and Aesthetics

It is an undisputed fact that the exterior of the Tata Magic vehicle is a functional design only. Its angular form and high shoulder line bears the resemblance of the cargo sibling; the ace. However, as I walked around the vehicle, I observed a few design features that made this vehicle a people carrier rather than a cargo carrier.

The front fascia is completed with a modest grille and large rectangular headlamps on either side. The January 12 2008 issue of Eastern and Southern European Reviews, describes the bumper to be strong and functional able to cope with the everyday use under rough conditions. Sliding doors, present in the side profile, have been provided for quick passenger addressing disembarking and boarding which I believe is well thought of for this vehicle’s use in urban centers. Concerning the rear, the Magic features tail lamps in vertical stacking and a wide tail door which enhances easy transfer of bags or any other goods. Turning the Magic around I did not expect it to be the most sculpted of car designs winning beauty competitions even though I thought it did have a certain purposeful and practical aesthetic.

Inside, the Magic is very spartan in terms of equipment, but performing all the necessary functions. The dashboard is fairly straightforward and devoid of any clutter: main controls, displays and other pertinent information are easily visible and reachable by the driver. The seating arrangements can take a total of 7 passengers exclusive of the driver who still sits comfortably. The seats of the car might be quite basic, but they are adequate for short and medium distance journeys.

The large windows and elevated position of the seat were one thing that I liked very much as well as the inside of the car from a driver’s perspective. It thus not only increases the sense of internal space but also helps to drive in the constrained places.

Performance and Powertrain

Under the A Tata Magic is powered by a 702cc, two-cylinder diesel engine. This fuel savers succedes at 16 bhp and 38 Nm of turning monatage with only this small displacement engine. Such figures might baffle most in terms of any significance but during the test drive, they worked a great deal considering the use of the vehicle as stated by me.

Engaged to it is a 4-speed manual gearbox and I must admit that operation was fairly smooth. The wind up rates are for urban use as they provide the necessary low-end torque for one to start and maneuver in traffic very well.

The Magic exhibits reasonably rapid road performance but the most appropriate term to best describe it is steadiness The response to throttle is slow but I would say that movement when attained is moderate speed maintained. I especially liked the way it carried out sharp turns in narrow streets and in traffic given the quick move especially the small size.

However, it can be said that this is not a fluffy vehicle, which is still much better than an ordinary three-wheeled auto-rickshaw. The independent front and leaf spring rear suspensions very effectively cater for the undulations of the poorly constructed roads giving the occupant more comfort than kisimy dum’s.

Lower-The-Magic: Improvements and Innovations: I do apologize for the impression it may convey, but if I were to note a shortcoming for the Magic, that would be noise insulation. However, the diesel engine can be quite boisterous when laden, hence some more sound reduction would certainly help to improve this overall impressions of driving the car and being a passenger in it.

Features and Technology: Since the Tata Magic has been described as a low-cost commercial vehicle, it is quite obvious why it is not populated with more expensive technological luxuries. Nevertheless, it possesses certain features that assist in functionality and safety of the vehicle.

Power steering comes as standard with the vehicle and I must say that was useful while driving in the city. Steering is light and very sensitive, so you don’t have to strain while trying to turn the vehicle in confined areas. The instrument cluster is simple yet effective in that it contains only what is necessary Ex: speed, fuel, engine temperature.

Moving onto safety aspects, Magic has provisions like seat belts for all people sitting in it, a collapsible steering column and a very sturdy steel body. While they may appear rather simple today with regard to modern standards of passenger cars, such provisions are actually better than the conventional auto-rickshaws.

One particular feature that I found most practical was the large front windshield and side windows, both of which were made of two flattened panes. These enhance not only the visibility of the driver but also create a more spacious atmosphere for the passengers.

Hyundai’s innovative Yeti is available in the extended version with high passenger capacity.

The remaining base variant of the-express and the countless ways to catch and deliver.

Be that as it may, in my opinion, the best value-for-money product within the family fleet is truly the Magic Deluxe version. Better design in the cabin does improve comfort for passengers and hence the additional cost when compared to the Standard variant is justifiable.

Market Position and Pricing

Tata Magic comes in as a low cost last mile transportation solution wherever there is need to provide transport in between auto rickshaw and larger type of commercial vehicles. Prices should attract especially mor namely small business owners and fleet operators, costing somewhere CHF 5.5 over 7.5 lakh ex showroom price.

The price of the Magic is attractive relative to its key rivals such as the Mahindra Supro and Maruti Suzuki Eeco. Long-term operating costs are therefore further addressed with existing operating cost features.

Target Audience

In my evaluation, it seems that the likely target market for the Tata Magic is:

- Small scale business owners who are in need of low-cost goods carriers with a capacity to carry passengers.
- Last mile connectivity service providers in the fleet management business in the urban and semi-urban markets.
- Motor operators in the rural setup who require a flexible vehicle to carry both people and goods.

Magic is very much appreciated in these segments because of its low cost, high usage possibilities, and minimum operating expense.

Value for Money

In terms of value for money, I would like to emphasize the fact that, in this respect, the Tata Magic will stand out. Its initial acquisition costs are attractive, given the current market conditions, the follow on usage costs are also low due to fuel consumption and maintenance.

The vehicle’s robust structure and dependability which is supported by Tata’s wide service network also adds to its value for money proposition. Magic will provide a good solution package for such operators as well.

Mileage and Fuel Efficiency

Whenever I carried out the tests, the said van by Tata scored high on fuel mileage. As per the information provided, Tata claims a mileage of about 21 KM/L and I was able to get some figures close to that claim in practical outings.

With 30-liter capacity fuel tank the range is good thus providing longer time before next refueling. This is especially true for those who focus primarily on the commercial aspect as it greatly affects their cost of operations.

Competitors and Comparison

With regard to the Indian market, the competitors of the Tata Magic are the Mahindra Supro and the Maruti Suzuki Eeco. In what ways do I think the Magic is better?

The Magic is more fuel efficient and can maintain a smaller road footprint as compared to the Mahindra Supro making it more friendly to congested urban conditions. The Supro, however, has a high performance engine option.

More use cars would appreciate the Maruti Suzuki Eeco being more refined and car-like, but the Magic incorporates some brute strength and space for more payload which is lacking in the Eeco model. The higher seats and panoramic view provided by the Magic are advantageous especially in the commercial.

Magic is designed with a commercial approach where it exceeds all the boundaries of imagination. More importantly, the stiff chassis and straightforward low maintenance technology are ideally matched to daily commercial use.

Conclusion

Spending a good amount of time using the Tata Magic, I must say that I rather like the no-nonsense disposition of the vehicle when it comes to movement. It may not be the most elegant or the most well-equipped vehicle out there, but TaTa Magic does its job of affordable, efficient, safe transportation of people and goods quite well.

It would not be an exaggeration to say that the Magic has transformed last-mile connectivity in India. There is a viable, safer and more comfortable alternative to auto rickshaws and yet offers the flexibility the small business owners and fleet operators require.

In the case of buyers’ focus on the last mile transportation or rural connectivity, commercial vehicle segment buyers would find the Tata Magic imposing.