Home Business Marketing & Advertising What ails Nano: Ratan Tata says, ‘It’s the cheapest car tag’

What ails Nano: Ratan Tata says, ‘It’s the cheapest car tag’

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The catch lines – ‘Celebrate Awesomeness’, ‘Symphony of Newness’, ‘Discover Playfulness’ and ‘Fits Greatness’ – seem grand when you visit Tata Nano car website.

Such campaigns have been energized of late to encourage young enthusiasts to live life to the fullest.

The question however remains if the Nano will live its life on the terms initially visualized!

The campaign states: Celebrating Awesomeness is about celebrating the shared and unique attitude of the Nano and the people who live in the world of Nano. It is the attitude of doing things bigger, better, braver and differently. This comes in the background of Ratan Tata, chairman emeritus of the Tata group, saying that positioning Nano as world’s cheapest car was a mistake.

When it was showcased as world’s cheapest car, there was a hysterical presentation that there would be hundreds of thousands of Nano on the Indian roads. But it did not prove to be a step forward for Indian middle class. Today, the Indian streets are the same as the match-box car never took to the highways.

One lakh rupees or one hundred thousand rupees – that was the promised cost of Nano. Only the very first customers were able to purchase the car at that price. Nano is currently available between Rs. 1.45 lakh and Rs. 2.65 lakh (ex-showroom Delhi) across all variants.

Despite the such price, the car has struggled having been projected as poor man’s car since its launch in 2009. Is there any hope left for the Nano in some other countries? There’s already a buzz Tata is desperate to sell Nano and for that foreign markets are being explored.


About Tata Motors

Tata Motors is India’s major automobile company, with consolidated revenues of Rs.1, 88,818 crores ($ 34.7 billion) in 2012-13. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India. Over 8 million Tata vehicles are plying in India. It is also the world’s fifth largest truck manufacturer and fourth largest bus manufacturer. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, CIS and Russia.