• Dec 18, 2008
An historic event will take place at the start of the 2009 Formula 1 season as Italian Ferrari grand prix cars will be emblazoned with the logos of an Indian automaker for the first time ever. Tata Motors, a subsidiary of the Tata Group, has purchased rights to sponsor Ferrari's F1 racing efforts. Details of the duration and the dollar amount have yet to be revealed. This isn't the first time Tata has been involved with F1, however. A few years back, it was a sponsor of both Jordan and Williams' F1 efforts.

The partnership is not as left-field as it might initially seem, as Fiat (which owns the Prancing Horse) has a few joint ventures with the Indian automaker. Ferrari, being a very small manufacturer of roadgoing supercars, requires sponsorships such as this to continue racing in such expensive series as Formula 1. For Tata, placing its corporate logos on Ferrari race cars outwardly associates them with one of the most prestigious marques in the world, a move they doubtlessly see as key in their push to become a global automotive force.

[Source: Times of India]


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  • 45 Comments
      • 6 Years Ago
      BLASPHEMY!

      Oh wait, who cares Bernie Eccelstone is still running the show. They really might as well be racing Nano's.

      • 6 Years Ago
      And while they can find millions to go racing they are asking the British government for aid to support Jaguar/Land Rover...
      • 6 Years Ago
      that's bound to make Scuderia Ferrari recession-proof.

      personally, I don't mind Tata logos any more than I mind Acer logos...
      • 6 Years Ago
      Absolute travesty!
      http://news.bbc.co.uk/2/hi/business/7789436.stm

      "But what is causing jaws to drop is how readily the Indian industrial giant Tata is going cap-in-hand to the UK government asking for financial assistance, less than nine months after acquiring the brands."

      "The furore in the UK coincides with a perhaps not-so-cash-strapped Tata confirming it will sponsor Ferrari Formula One at a time when savage cost-cutting is wiping out the Italian's racing rivals. "

      "When Tata paid $2.3bn - at the time £1.15bn - for Jaguar and Land Rover, it was well aware that massive and sustained cash injections would be essential to preserve, or even rebuild, their upmarket reputations....In contrast, Jaguar Land Rover's overall parent Tata Group is an industrial behemoth with revenues of $62.5bn and $5.4bn profits in the year to March. "
        • 6 Years Ago
        How is that different from Cerberus asking aid for Chrysler? Even that deal was done in May 07.

        This is basic economics. A bailout is access to low interest loans and TATA just does not want to be left out!
        • 6 Years Ago
        >> Absolute travesty!

        But its not a travesty for Ford/GM/Chrysler to have the absolute wrong business model for decades... so thats ok right... a prolonged decline will result in tax payers bailing one out... aaah I get it...

        Tata is just asking for its fair share of the pie.... I am willing to bet that they will use the money much more wisely than Jag's former owners...


        • 6 Years Ago
        Perhaps its a travesty when Chrysler's owners Cerberus has the money to 'bailout' Chrysler but instead is asking for taxpayers to do it instead.

        Ford is no longer asking for a bailout saying they can get by without it (which makes you wonder why they asked in the first place). Only GM, which is by all accounts insolvent, is asking for bailout money.

        Tata's situation is far worse because they are obviously spending an exorbitant amount of money for Ferrari F1 sponsorship when they are also asking for a 'bailout' from the UK government. Money they can by all accounts afford, and should be paying.
        • 6 Years Ago
        >>Tata's situation is far worse because they are obviously spending an exorbitant amount of money for Ferrari F1 sponsorship when they are also asking for a 'bailout' from the UK government. Money they can by all accounts afford, and should be paying.

        Ok i get... so you decide whats important for a company to invest in... and branding I guess is not worth spending on when asking for a bailout...
        I can play this game too... you see the Volt is going to coming at $37K, well out of reach of the average American and yet GM is still dumping money into it.... it will be at most a halo car especially when going against hybrids costing half its price...
        so GM should not get a bailout because I deem the Volt an unnecessary expenditure.. makes sense right!
      • 6 Years Ago
      "An historic event..."
      Grammar mistake, thought you should fix it ;)

      • 6 Years Ago
      that picture makes me want to cry
      • 6 Years Ago
      can we blur their logo like they did with Marlboro?
        • 6 Years Ago
        And, in the Indian Times article that is linked:

        "While Reuters has reported that Luca di Montezemolo revealed that it was the Tata brand which would appear on the bodywork of the Ferraris next year, it wasn't exactly revealed whether it is the Tata Group (as we think it is) or is it to be Tata Motors as per rampant speculation. The Tata Group would join such big names as Shell, Alice (an Italian internet company), Acer Computers, AMD microprocessors, drinks giant Martini and Dubai-based finance and investment firm Mubadala as the main backers of the Ferrari F1 team in 2009."

        Ah yes. Reading and comprehension...
        • 6 Years Ago
        Tuna: Keep coming off like a jerk... working great. I repeat... re-read & COMPREHEND. You keep stating things I never typed.

        I never said Ferrari F1 cars were referred to as FIAT... you did. I have repeated that Fiat found value in placing their logos on the F1 cars. They also would promote Michael Schumacher & other Ferrari drivers providing testing & assisting with the R&D of select Fiat models.

        Most race fans know Tata makes CARS...(Vik pointed out a business relationship between Fiat & Tata). Mitsubishi makes a wide range of products including cars. Yamaha has multiple holdings as well.

        My point??? The racing public (IMO) would do a double take if Mitsubishi's diamond logo appeared on Toyota's F1 effort... or Yamaha's tuning fork icon appeared on McLaren or Renault (due to their ties to rival transportation).

        Lose your prick-like arrogance & understand why Ferrari/ Fiat should expect confusion over this deal. It has NOTHING to do with Tata being an Indian company... it has everything to do with the fact that most know them as a car manufacturer (& for '09 they have bumped the parent company's car brand off?)
        • 6 Years Ago
        I'm sure FIAT would love to blur the Tata logo. Odd, a few years ago they used the Ferrari F1 car to promote their new 'retro" logo... now they are promoting a competitor? Guess $$$ talks...

        Perhaps Honda should have approached Ferrari before they spent 600-700 BILLION last year in F1 to finish behind Force India in the WCC???
        • 6 Years Ago
        @ AZZO45b

        FIAT may own Ferrari, but it is not FIAT that runs in F1. It is not called Scuderia FIAT.

        Intelligence. Get some.
        • 6 Years Ago
        Vik: Thanks for the news on TaTa & FIAT's Indian business relationship. This Ferrari F1 deal makes a bit more sense...

        ... However, Fiat had a working relationship/ partnership wth GM a few years back. Sorry but I missed the Chevy, Opel, or Holden logo that could have been used (on the Ferrari F1 car) to promote that working relationship.

        I also comprehend that entry level Tata cars meet much different needs than Fiat's. Again many of Fiat's cars are "entry level" as are the Tata efforts. I'm also aware Tata builds cars at much lower price points.

        All of that doesn't effect my original point... Fiat used the Ferrari F1 team to build up their corporate image. It also wrapped the Italian flag around BOTH.
        • 6 Years Ago
        Tuna: What part of FIAT being represented on Ferrari (until '09) don't you comprehend jag-off??? Besides Marlboro, FIAT bankrolls Ferrari so they can be in F1... if Fiat is paying the bills for you to be on track... I think they matter.

        Again you are misreading what I said. I never said Fiat overpowered Ferrari in terms of team identity... YOU keep saying this I'm stating Fiat reinforced to the public that these two companies were interlinked. Mercedes doesn't promote another car brand on the McLarens... Renault could promote Nissan on the F1 car, but keep French cars their focus.
        • 6 Years Ago
        @ AZZO45b

        Keep yapping. You are still wrong and you've failed to heed your own advice regarding reading and comprehension. The blog entry assumed it was Tata Motors when the source it links states clearly states that it isn't known whether it's them or the parent company, Tata Group. Read it. What part of that don't YOU understand?

        Ferrari may be under the FIAT umbrella according to the corporate organization chart but the two companies operate on their own. Ferrari has full control of itself. FIAT may pay the bills, but the fact remains: Ferrari IS Ferrari in F1. No one calls them by FIAT Ferrari or Scuderia FIAT. So this FIAT vs. Tata conflict of interest thing is nothing more than your overinflated ego and imagination. The flaws have been pointed out, not only by me, and it's in "print". Get over it.
        • 6 Years Ago
        @ AZZO45b

        Do yourself a favour and google 'Tata Fiat'

        I'll even put the link in for you

        http://www.tatamotors.com/our_world/press_releases.php?ID=213&action=Pull

        That way you'll see that Tata and Fiat have a partnership of sorts as both Tata and Fiat share a dealership network in India

        Anyway, Tata and Fiat are not exactly competitors, sure they both might make hatchbacks, but the target markets for both manufacturers are completly different

        Kinda like comparing an Audi a3 with a Ford Fiesta

        As you said

        'Reading & COMPREHENSION ... its a wonderful thing, when practiced'
        • 6 Years Ago
        @ AZZO45b

        http://www.ferrariworld.com
        http://www.tatamotors.com

        Looking at the vehicle line-ups. In what way is TaTa a competitor to Ferrari?
        • 6 Years Ago
        Also, the blog entry headline is a bit misleading... feeding to the controversy. Tata Motors is only a part of the Tata Group, which has a wide range of business activities... among which is the hotel targeted in the recent Mumbai terrorist attack. See http://en.wikipedia.org/wiki/Taj_Mahal_Hotel

        Tata Group bears the same logo as Tata Motors. If it's TaTa Group that is sponsoring Scuderia Ferrari (more likely), it's no different than Vodafone's sponsorship of McLaren.

        The FIAT brand has little to no presence in F1.
      • 6 Years Ago
      An historic event?

      Autoblog, grammar fails you.
      • 6 Years Ago
      Did anyone read the road test of TATA's lineup by Edmunds?
      Read it first, then:
      I think they missed the ball on this one. Although the current lineup is most certainly not for Western roads (I don't know how TATA is moving ANY vehicles off the lots in Italy, where Edmunds drove the vehicles), it is quite adequate for Indian roads. For one, there is very, VERY little open freeway cruising there like there is here, so there, the engine (which is horribly underpowered for Western standards) is quite alright. Also, potential buyers of that car are most likely families that used scooters before (the Nano should fill in the lower end of that market). They aren't really looking for a car that has 100+ hp (blasphemy, I know) or that has 0 panel gaps (blasphemy again, I know). They just want a car that can transport 4 or 5 people under a steel roof and without a horse.
      I liked this article as it provided a nice counterpoint to the hype surrounding Chinese cars (yet indigenous Indian cars seem to be getting very little auto press coverage), but I seriously think Edmunds should reevaluate the vehicle. In fact, I dare them to actually test drive these vehicles IN AN INDIAN CITY (at least 2 million people)! THAT would be better than testing it on Italian Autostradas. Yes, it's not ready for the West, but try it out where it actually sells extraordinarily well.
      • 6 Years Ago
      Getting into racing and keeping Ferrari's racing hopes alive is a good move for both Ferrari and Tata. Hopefully it should be a win-win situation.
      And another thing...Tata has a lot of work to do with Jaguar and Land Rover sales. I can't remember the last time I saw a Jag or Land Rover on the road here in my part of the U.S.
      • 6 Years Ago
      This article has MISTAKEN NEWS. In reality, it is Tata Consultancy Services, usuallu known as TCS, that has secured a sponsorship agreement with Ferrari F1. Tata is a huge conglomerate with a number of companies under its belt that share the 'tata' name. The author of this article has mistakenly presumed that it is Tata Motors that has made an agreement with Ferrari.
      Yes, tata made a deal, but it won't be Tata Motors that you see on their cars, so all of you with reservations, breathe easy. (Though I don't persoanlly see a problem with Tata Motors advertising on Ferrari F1)
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