Tata which has been ruling the mini truck market with Ace is now facing intense competition. Mahindra has launched Gio and Maxximo, Piaggio has launched ape Mini truk and ape truk and Force motors trump 15. While Tata has successfully created mini truck segment, a segment below the ace is now attracting more players. Mahindra’s Gio and Piaggio ape mini truk falls into the segment. Tata the leader in the LCV industry now plans to take on the competitors with the launch of Ace Zip. Ace Zip an 0.5 tonne category truck will be positioned below the Ace and take on the Mahindra Gio and Piaggio Ape Mini truk. Zip is expected to be priced around Rs1,60,000 and will be launched before the end of 2010.