Tata Motors today launched 10 new heavy commercial vehicles from its Prima LX range, as a significant step towards ushering in a new era in the Indian trucking landscape. Launching six new heavy trucks in the haulage segment and four in the construction segment, the Prima LX range is a combination of economy and performance and sets the new benchmark in styling and features from Tata Motors medium and heavy commercial vehicle stable.

Tata Motors launched six new models of the Prima LX in the cargo segment - Prima LX 4928.S SRT, Prima LX 4928.S HRT, Prima LX 4028.S SR, Prima LX 4028.S HR, Prima LX 2523.T and Prima LX 3123.T. In tippers, Tata Motors launched four new models - Prima LX 2523.K, Prima LX 2528.K, Prima LX 3123.K and Prima LX 3128.K, all of which have different combinations of drivelines and load bodies, deployed across all possible applications.

Tata Motors is expanding its range of Prima LX trucks to make the comfort, performance and reliability associated with the Prima brand available to a larger customer base. The Prima LX range is a result of customer feedback combined with evolving Indian operating conditions and Tata Motors' efforts to One Step Ahead, combined with evolving Indian operating conditions, thereby enhancing the Prima portfolio and giving customers a wider choice in terms of a modern truck.

Speaking on the occasion, Ravi Pisharody, executive director - commercial vehicles, Tata Motors, said, ''We revolutionised the Indian trucking landscape with the launch of brand Prima in 2008. As a commitment towards intense product focus, a key pillar of our Horizonext strategy, we have leveraged our deep customer insights to take the strengths of the Prima mainstream. The Prima LX range is one such instance of a world-class offering adapted for Indian conditions, redefining customer experience with enhanced technologies, built to global standards with an ideal blend of technology and economy. The new Prima LX trucks being launched today are geared to help customers meet a challenging market environment, allowing transporters to upgrade to a more modern trucking systems.''

R. Ramakrishnan - senior vice president, commercial vehicle business unit, Tata Motors said, ''Each of these Prima trucks launched today, have been designed as per customer and driver requirements, with best-in-class design, performance, cabin comfort, safety and best-in-class TCO (Total cost of ownership), with strict adherence to emission norms. These trucks will be backed by Tata Motors 'Power of 5' special offerings that will help customers maximise the features of these new trucks to the optimum and further our dominance in the Indian market.''

Shares of the company declined Rs 1.85, or 0.45%, to settle at Rs 407.95. The total volume of shares traded was 461,637 at the BSE (Thursday).