Tata Nano – More than just an affordable car

Overview

The unveiling of Tata Nano at an auto expo held at Delhi in 2008 created ripples in the Indian Automobile Industry. It wasn’t just another car, it was the world’s cheapest car which was to be manufactured and sold in India. Touted as ‘People’s car’, Tata Nano is seen as the car for aspiring Indians who want to upgrade from a two-wheeler to a four-wheeler without burning a hole in their pocket. It was originally prices at 1 lakh rupees but prices have been increased with times to comply with material, manufacturing and labour costs. Yet, it remains a revolutionary product.

Initial bumps

Tata Motors started selling Tata Nano from 2009. It was expected that this car would bring a turnaround in the industry and record high sales immediately. But the car failed to deliver. Misplaced market positioning, troubles with production and wrong distribution strategy were seen as the main reasons behind this failure. The car aimed at burgeoning middle class attracted a lot people who already owned a car and wanted Tata Nano as a second or third car. It didn’t create desirability in the hearts of people as it was seen as a cheap vehicle. News of fire and safety issues pushed it further down.

Pricing

The Tata Nano on road Price in India varies from 2 lakh to 3 lakhs rupees.

The Present models

After a revamped marketing strategy, in-house finance options and a better distribution channel, Tata has managed to make Tata Nano an inspiring success story. The facelift of Tata Nano in 2012 also helped in increasing the sales. Tata Nano now comes with many improvements in comfort and drivability and styling.

Tata Nano

Exteriors of the present model of Tata Nano are very pleasing with the signature smiling curve in the front, clear lens headlamps and tail lamps, an additional rear view mirror on passenger’s side, plastic wheel caps and range of exciting new colours. Given the compact nature of the design, the interiors are spacious and comfortable with adjustable front headrests, improved contours of seats, air-conditioning with heater and rear assist grips.

Tata-Nano

For convenience, there is a 12V power socket, cabin lamp with dimming effect, magazine and coin holder on doors, cup holder, vanity mirror and integrated music system.At the heart of Tata Nano is a 624 cc, 2 cylinder, MPFI petrol engine which gives an ARAI approved fuel efficiency of 25kmpl. Improved suspension system provides more comfort to driver and the passenger’s .The best-in-class turning radius and compact design make it easier to navigate through busy city streets.

Tata Nano Twist is the latest variant of Tata Nano which is more advanced in terms of technology and design engineering. It has tweaked exteriors with chrome strips, remodelled rear bumper andnew air extractor grill. The upgraded interiors havefeatures like premium upholstery, power steering, new instrument cluster and remote keyless entry. Tata Nano also comes in a CNG variant named as Tata Nano eMax.

Verdict

Proved by the sales going north, Tata Nano is now more than just the cheapest car around becauseof its improved exteriors, many worthy features, well-spaced interiors, good fuel efficiency and variety of colour options. The car is now held as a compact hatchback which is youthful, affordable, urban and reliable.

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