Tata Motors Shifts Gears: AI and Influencers Drive the New CV Marketing Highway

Image Source: Autocar Professional

Key Highlights:
Tata Motors is reimagining its commercial vehicle (CV) marketing strategy for 2025, transitioning from classic, campaign-style advertising to an always-on, data-driven strategy. This transformation is fueled by artificial intelligence, influencer-driven regional narratives, and precision-targeted digital campaigns.

Strategic Evolution

Tata Motors has adopted an always-on marketing model, ensuring constant engagement and real-time responsiveness. The marketing team no longer relies on periodic campaigns but operates in a state of continuous attentiveness, allowing for immediate adjustments based on campaign performance.

A strong customer data platform built with Salesforce, onboarding more than 80 crore data points, has helped to build over 60 lakh distinct customer profiles. The system automates communication throughout the sales journey, such as resale, cross-sell, and after-sales interaction.

AI and Personalisation

AI solutions are at the heart of Tata Motors' strategy, facilitating personalized customer segmentation and hyper-personalized communication. This makes its marketing communications timely and relevant, enhancing efficiency and customer satisfaction.

The company's digital lead system and internet sales platform are now upgraded with AI-enabled offerings, such as configurators and predictive analytics to guess customer needs.

Influencer-Led Regional Storytelling

Tata Motors is engaging with approximately 600 influencers, generating content across 11 languages and achieving close to 30 crore views via 3,500 videos. Micro, nano, and mega influencers are part of the influencer network, making sure content is contextually relevant and relatable to varied audiences.

Regional narratives take center stage, with influencers posting real stories specific to local markets, increasing the brand's accessibility and credibility.

Digital Integration

The company's online marketing footprint ranges from dedicated websites to social media, search engine marketing, and video. Integration with dealership networks makes the customer experience smooth from online inquiry to offline purchase.

Tata Motors uses digital platforms not only for product promotion but also for after-sales services, which boosts customer loyalty and lifetime value.

Future Outlook

AI-driven personalization, local language content, and omnichannel marketing will be the keys to shape Tata Motors' future strategy. The company will continue to excel by constantly innovating digital interactions and customer experiences.

Sources: BestMediaInfo, Social Samosa, Cardekho Trucks, Digital Market Academy, Autocar Professional