Mumbai: Ace footballer Lionel Messi will endorse Tata cars and utility vehicles (UVs) in India and globally, Tata Motors Ltd said in a statement on Monday. The decision to appoint a brand ambassador, for the first time, comes as the maker of Nano, Indica, Safari, Zest and Bolt brands struggles to connect with the young, upwardly mobile car buyers in a competitive car market, where rivals such as Maruti Suzuki India Ltd, Hyundai Motor India Ltd and Honda Cars Ltd have had greater success.