March 07, 2017

TAMO showcases its startup innovation, 'Racemo' at the 87th Geneva International Motor Show

Racemo is India’s first digitally native, connected, ‘phygital’ experience, crafted in a two-seater sports coupe

As a core element of its new Passenger Vehicle strategy, Tata Motors recently introduced its new sub-brand – TAMO, an incubating center of innovation working towards new technologies, business models and partnerships in order to define future mobility solutions. TAMO operates as an agile, ring-fenced vertical, in a low volume, low investment model to provide fast tracked proves of technologies and concepts.

Making its world premiere, TAMO, today unveiled its start-up innovation – ‘Racemo,’ a two-seater, sports coupe at the 87th Geneva International Motor Show. ‘Racemo’ is the first in the series of innovations that addresses the challenges driven by the discontinuity and disruption in the automotive industry.

A perfect blend of Italian sensuality and Indian ingenuity, ‘Racemo’ is India’s first globally developed ‘phygital’ car, merging the physical and digital worlds. Meant for the risk-taking, adventure loving, digitally native, mobile first technophiles of India, the Racemo is also India’s first connected car. It will bring alive connected car features such as advanced navigation, predictive maintenance, remote monitoring and over-the-air updates using Microsoft cloud-based technologies including advanced analytics, internet of things (IoT) and machine learning powered by Microsoft Azure.

The Racemo offers customers an opportunity to own, play, race and explore, creating an immersive experience.

  • An exclusive opportunity to own Racemo to experience the thrill, power and style of India’s first fully connected sports coupe. 
  • Cultivate a race aspired generation to play Racemo+ in an interactive gaming environment in Microsoft’s Forza Horizon 3 video game currently available on Xbox One and Windows 10 - First Indian car to be available on this platform.
  • Provide an extreme experience to speed enthusiasts to race Racemo+ via curated track activities.
  • Explore Racemo wrapped in a digital ecosystem through in-car connectivity with class-leading technologies and virtual reality through the Hololens experience

Speaking at the unveil of Racemo, Guenter Butschek, CEO and 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.”

The Racemo experience comes alive across the different touch points at the Tata Motors pavilion. The street version Racemo, the race version Racemo+, the Forza Horizon 3 gaming stations and the Hololens experience zones plus in-car social media connect will capture the imagination of the visitors. Starting March 7 at 10am PST the Racemo+ will be available for Forza Horizon 3 players who will receive the car in their Forza Horizon 3 message center at no additional cost. The award-winning, open-world racing game set in Australia – the most beautiful and diverse setting yet in the series – gives players the power to decide when and where the festival expands, as they drive, jump, drift and race to earn millions of fans along the way.

This symbolizes the TAMO DNA that will provide discerning customers the exclusive opportunity to experience the thrill, power and style of Racemo.

Refer to the product note for more details.

To download the game, click here:

For more details on TAMO, visit I