After a six-year hiatus, India’s Tata Motors has re-entered South Africa’s passenger vehicle market, unveiling four new models aimed at the budget-conscious consumer. At Tuesday’s launch, the company introduced the Punch compact SUV, the Curvv coupe-inspired SUV, the Tiago hatchback, and the premium Harrier SUV—all combustion engine vehicles set to hit showrooms in September.

Thato Magasa, newly appointed country head for Tata Motor Passenger Vehicles, said the company’s ambition is to secure a 6–8% market share, placing it among South Africa’s top five automakers in the medium term. The move puts Tata in direct competition with Chinese brands like Chery, BYD, BAIC, and GWM, which have gained ground by offering affordable cars across multiple powertrains.

Tata, which exited the market in 2019 following mixed consumer reception of earlier models, emphasized its new strategy is shaped by lessons learned. Shailesh Chandra, managing director for passenger vehicles and electric mobility, stressed the company’s renewed focus on South African needs. With Motus Holdings as exclusive distributor and plans to expand dealerships from 40 to 60 by 2026, Tata is positioning itself for a strong, sustained comeback.