MAM
Tata Motors plays ‘trick or treat’ with Hyundai
MUMBAI: Brands are increasingly playing up rivalries through tongue-in-cheek ads that seek to gain traction with the social media crowd. This time, it was Tata Motors’ turn to take a subtle jab at Hyundai.
The market is currently abuzz with the launch of Hyundai’s next-gen i20 on 5 November, and Tata Motors decided it would be the perfect time to mess with the Korean carmaker.
Ahead of Halloween, Tata Motors released a short 15-second video which showcases the upcoming i20 under a ghostly veil, with a message that reads, “This is a tri20”. The ‘tri20’ corrects itself to ‘trick’, followed by the appearance of the Tata’s Altroz which bears the tagline, “This is a ‘treat’.” Ominous laughter at the end really drives the message home.
“You can i the trick 20 times, but it’s the treat that you fall for,” said Tata Motors in yet another dig at its competitor.
Ad wars are nothing new – who can forget the four-cornered fight between BMW, Audi, Mercedes and Jaguar? Moreover, it’s not limited to just the auto industry. One usually sees Burger King, McDonald’s and even Wendy’s getting into it, as well as the classic Pepsi versus Coca Cola feud. It will be fun to see if and how Hyundai decides to retaliate. Diwali and Christmas are just around the corner, so hopefully something then? The sooner the better.
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.
