A new sub-brand of Jaguar-Land Rover-owning industrial titans Tata Motors, Tamo creates low-volume, low-investment models to showcase exciting technology and concept cars.
Tamo’s two-seater sports coupe, the Racemo, has just been unveiled at the 2017 Geneva motor show and is described a digitally native, connected, ‘phygital’ experience. But what exactly does all that mean?
Racemo claims to merge the physical and digital worlds – hence ‘phygital’ – while blending Italian passion with Indian ingenuity. Will it go down as fine fusion or a fireball of failure?
Tell us about the Racemo
Built on a modular platform called MOFlex Multi-Material Sandwich (MMS), this is the first vehicle from the Indian manufacturer and has been styled unashamedly like a race car.
It’s powered by a mid-mounted 1.2-litre petrol triple with 188bhp and 155lb ft bolted to a six-speed auto ‘box with paddle shifters. There are double wishbone suspension arrangements at both ends and disc brakes all-round. Its length is between that of a Fiat 500 and a Fiesta, albeit with a roofline that’s almost 300mm lower to the ground. It’s a full 101mm wider than the Ford.
We’ve not seen any performance figures so far but frankly, it’s sounding like one seriously fun car to drive.
Who on earth is the Tamo Racemo for?
Allegedly designed for risk-taking, adventure-loving, mobile-first car enthusiasts, the concept includes connected features such as advanced navigation, predictive maintenance, remote monitoring and over-the-air updates using Microsoft cloud-based technologies.
The brand also aims to engage car-loving gamers, with Microsoft’s Forza Horizon 3 video game (currently available on Xbox One and Windows 10) – featuring the Racemo, which incidentally is the first Indian car in the game.
So not only can you drive it in real life on the road, but you can enjoy it from the comfort of your gaming chair at home, racing against your fastest friends, too.
And if that’s not enough, ‘curated track activities’ are on the cards as well, along with the ability to explore the car’s features using Microsoft’s new Hololens holographic technology.
It’s a very new-world way of looking at the enjoyment of driving – and we think one to be applauded.
Anything else we should know?
Speaking at the unveiling of Racemo, Guenter Butschek, CEO & MD, Tata Motors said, ‘We launched our sub-brand Tamo as our answer to new technologies, business models and partnerships. Racemo is the first innovation from TAMO, and our emotional, unexpected leap to the future.
‘Symbolising the change that is taking place at Tata Motors, Racemo is the proving ground of the Tamo family of vehicles and will drive the future of India’s connected generation. From styling and design to driver experience and technology,
‘Racemo is an extension of customers’ personality, as part of their digital ecosystem and will break the ice with a radical new presence and pique the interest in the parent brand.’