Tata Motors newly appointed CEO hits the ground running
Tata Motors Ltd, India's largest automaker by sales revenue, is in the process of revisiting its entire processes, systems and brand identity as it seeks to establish itself as a global firm, said newly appointed managing director and chief executive Guenter Butschek, in his maiden interaction with the media in Mumbai on Thursday.
Butschek took over the reins of the flagship firm of Tata Group on 15 February and has an onerous task of turning around the fortunes of a company that has seen domestic passenger car sales and market share roughly halve in the past two years, with profit held up mainly by Jaguar Land Rover.
Clearly, the enormity of the task is not lost on Butschek, 55 who was last at plane-maker Airbus Group SA where he served as chief operating officer and was a member of the group executive committee. "We need to make Tata Motors future ready," he said, emphasising upon the need for the company to evaluate itself against the global benchmarks of quality, systems and processes. He said his to-do list included getting the brand value of Motors communicated effectively. He said this would serve as a backbone for the transformation he will lead in the days ahead. "We really need to consider how we position the brand. There should be no room for interpretation," he said.
In an interaction which lasted for over an hour, Butschek touched upon the ongoing organisational restructuring which is aimed at improving the overall efficiency and make it more nimble. Mint reported it on 19 January. Having taken a whirlwind tour of Tata Motors factories across the country within the first 30 days of joining the firm, Butschek talked about the need to make the company's manufacturing lines more flexible and rationalise the supply chain to bring greater efficiency.
Prior to Airbus, he worked at Daimler AG for more than 25 years in international automotive management, leading functions like production, industrialization and procurement. His last role at the German automobile company was as president and chief executive officer of Beijing Benz Automotive Co. Ltd, a joint venture between Daimler and Beijing Automotive Industrial Holding in Beijing, China.