The only challenge now for Tata Motors is to sustain the sales momentum — it has already opened up sales of the car across the country.
Uday Vyas bought the top-end version of Tata Nano last November for Rs2.18 lakh and has already driven the world’s cheapest car for 1,500km in 45 days.
A headhunter by profession, Vyas says he considered the Maruti Alto and even the WagonR but opted for the Nano since it is an all-desi car built by an Indian company, and offers a lots of benefits not found in the other two cars.
“Before purchasing, I took the car for a test drive and then read reviews on the internet. I was happy with the car, but just to be sure, I took another test drive with my wife and kids in tow. There is no noise and the car is a good drive.”
Sanjiv Deshpande bought the base, non-AC model of Tata Nano a month-and-a-half ago for Rs1.51 lakh. Deshpande feels the Nano is especially easy to park and has “quite a good pickup”, apart from offering value for money.
Last year, after a few cars caught fire, there were widespread concerns over the Nano’s safety.
Besides, two-wheeler owners who were the biggest target customers for this car, found it intimidating to walk into big car showrooms to enquire about a ‘cheap’ car.
There were also issues with financing and delivery. In quick response to these shortcomings, Tata Motors tested the car extensively for quality, curtailing production deliberately during September and October to conduct tests.
Existing customers have now been offered additional protection in the exhaust and electrical systems of the car, making it completely safe.
Besides, Tata Motors has also asked dealers to set up Special Nano Access Points (SNAP) across service outlets, and has tied up with banks not just at the state level but also with branches in far-flung areas, to offer up to 90% financing.
A sustained advertising campaign has also been introduced to improve sales.
All these efforts have begun to bear fruit. From sales of just 509 cars in November, Tata Motors managed to sell 5,700 units in December. According to Tata Motors vendors, production in January is already up by 50% to 300 units a day.
The Nano is unquestionably the most affordable car anywhere in the world and this remains its main attraction. R Srinivsan, a software professional, says the Nano is his first four-wheeler purchase, made easy by the fact that after the initial down payment, the EMI is just Rs3,100 per month.
Feroz Modi, a business continuity manager with BNP Paribas, says he is happiest travelling long distances in the Nano. “I bought the Nano since it has features such as power windows, fog lamps and enough interior space. The car can carry seven people (five adults and two kids) over long distances and I haven’t faced any problems.”
Even on mileage, the Nano has been a pleasant surprise. Vyas says he gets 26km to a litre while driving from Mumbai to Lonavla (the certified mileage of the Nano is 23.6kmpl), but in the city, the average is 17-18km for every litre.
Having spoken to a cross section of owners, it appears that, by and large, they are more than happy with their Nano. The only challenge now for Tata Motors is to sustain the sales momentum — it has already opened up sales of the car across the country.
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