While the chase for price competitiveness among automakers continues unabated, there are moves towards ‘added value’ services to sharpen buyer appeal and Tata Motors has unveiled its new 'TataMove' aftersales programme for South African customers. The announcement comes alongside a key service upgrade from rival Mahindra, pointing to heightened competition in the value segment of the local automotive industry.
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Tata's TataMove initiative consolidates warranties, servicing, roadside assistance, and repairs into a single customer package. The offering includes a five-year or 125 000 km vehicle warranty, 5-year corrosion protection, and 24-hour roadside assistance. It also provides alternative mobility solutions for up to 72 hours during repairs and guarantees service access through a nationwide network of OEM-accredited workshops.
“We approached TataMove from the customer’s point of view. Real roads, real distances, and real budgets. Our goal was to remove some of the uncertainty that comes with vehicle ownership,” says Steven Terblans, General Manager for Aftersales at Tata Motors Passenger Vehicles South Africa.
Terblans added the promise was a commitment to stand with customers. “When something goes wrong with a car, it affects someone’s plans, safety, and finances. We don’t just hand over keys; we aim to walk the journey,” he noted.
The programme supports Tata’s reintroduced model range—the Tiago, Punch, Curvv, and Harrier—and is positioned to appeal to first-time buyers and families seeking value, while also providing assurance to SUV customers.
Mahindra Pledges Faster Response on WhatsApp
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Separately, Mahindra South Africa has intensified its customer service drive by committing to respond to all queries logged on its official WhatsApp channel within 24 hours. The pledge forms part of its established ‘Great Value Great Service’ promise.
Rajesh Gupta, CEO of Mahindra South Africa, said the company’s future relies on being a responsive organisation. “We believe in offering great value and great service. The message is clear: we are with you always—reach out to us.”
The WhatsApp line, linked to the head office number, provides a single point of contact. While complex issues may take longer to resolve fully, the company guarantees addressing the concern will begin within a day. This system is supported by a digital backend designed to track issues to resolution and identify recurring problems.
This service enhancement follows Mahindra’s expansion of its parts distribution, now operating from an 8 800 m² warehouse holding over 30 000 parts, aimed at improving availability and affordability.
The WhatsApp service joins Mahindra’s existing contact options, including phone lines, online chat, and the Mzanzi Mahindra App for service bookings.
These parallel developments from two major value-focused brands highlight a strategic shift towards building long-term customer trust through aftersales support. In a market where consumers are increasingly cautious about total cost of ownership, such programmes aim to provide tangible reassurance beyond the showroom floor.
For motorists, the moves translate to more structured support, whether it’s through Tata’s bundled ownership package or Mahindra’s pledged response times on a widely used messaging platform.
Colin Windell for Colin-on-Cars in association with
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