MAM
Dhoni on board as Ashok Leyland’s brand ambassador
MUMBAI: Marking a first in six decades, Hinduja Group‘s flagship brand Ashok Leyland has roped in Team India captain Mahendra Singh Dhoni as its brand ambassador. This move is part of the company‘s plan to gain share in the commercial vehicle business.
Ashok Leyland is the second largest commercial vehicle company in India with a market share of around 22 per cent and turnover of Rs 111.18 billion in 2010-11.
The Indian skipper’s endorsement will be backed by a multi-media campaign across all markets and addressing all customer segments.
Ashok Leyland MD Vinod K. Dasari said, “Mahi‘s choice was almost automatic for I cannot think of another person befitting the values of brand Ashok Leyland so well. A true son-of-the-soil, a leader who is focused, straight-thinking, passionate and, most of all, humble, he will lead the numerous initiatives that are on the anvil. Our future-ready U-Truck range has already started to make its presence felt in the market with the 8×2 on the anvil. Our Jan Bus, the single-step, front engine fully flat floor bus will soon hit the market. We have also been aggressively expanding our market reach. We believe these efforts will help enhance customer profitability to a new level.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
