“Scooter drivers weren't attracted because 'others don't think I am buying a car, they think I am buying something between a two-wheeler and a car'. Anyone who had car didn't want to buy it because it was supposed to be a two-wheeler replacement.”
A people's car that really didn't catch the fancy of anyone is back. Tata Motors is launching the fourth facelift of the car that first saw light in 2009 for a ticket price of Rs 1 lakh -- as promised by Ratan Tata himself.
With over 2,00,000 orders placed within its first two weeks of release, this car is compact, boot-less with a 2-cylinder and 33 horsepower engine.
However, the car's fortunes soon turned and the 'cheap' price-tag came to haunt it than being its selling point.
But despite hefty discounts, Tata Motors only managed to sell 554 units of Nano cars in December 2013.
In April-December period of 2014-15, the company has so far managed to sell just 11,333 units of Nano which is 18.64% less than what the sales of Nano were in 2013-14.
Tata Nano -- A Journey
2003: Announcement of Tata Nano
2009: Launch of first Tata Nano at Rs 1 lakh
2010: Prices raised by 4% in July
2010: Prices rose by $200 in December
2013-14: Prices fell by 18.64 % from the previous year
2013: Fire accidents became a PR disaster for Tata Motors
2013: Launch of Tata Nano CNG emax with refined features
2013: Sold 554 units of Nano cars in December
2014: Launch of Tata Nano Twist with electric power assisted steering system
2015: Launch of Tata Nano GenX with special features including bumpers, fog lamps, and openable boot system.
Deceased Tata Motors Managing Director, Karl Slym, acknowledged, “Scooter drivers weren't attracted because 'others don't think I am buying a car, they think I am buying something between a two-wheeler and a car'. Anyone who had a car didn't want to buy it because it was supposed to be a two-wheeler replacement.”
Since then, Tata Motors has tried to revamp the car but nothing seems to do the trick.
The company tried to change the image of the car from being a Rs 1 lakh car to attracting youth by a fresh marketing campaign in 2013.
In October 2013, the company announced the launch of the Tata Nano CNG emax. This is an ecofriendly car with lowest CO2 emission of 75.6g/km. It is powered by a fuel efficient, state-of-the-art engine with CNG and petrol bi-fuel systems option.
In February 2014, Tata launched another addition to the Nano range, Nano Twist. This car was called as a new Smart City car with electric power assisted steering system. It was also designed to have leak detection sensors and interlock sensors to provide complete safety to its customers.
After completing six years of its journey and largely failing to set the market on fire, Tata Nano is now ready with GenX.
All this could possibly change today as the company launches the Nano Genx -- the car with a boot and an automatic gearbox!
The car, with a usable boot-space, automatic gearbox, new bumpers, fog lamps and headlights, is dearer by Rs 40,000 than the Nano Twist -- but is also the most promising iterant of the car till date.
There have been lots of ups and downs during the making of the car. In 2006, it was announced that Nano will be manufactured in a village called Singur in West Bengal. But soon political aspects arose, local farmers started protesting the acquisition of their land which was supposed to be used for the construction of the factory. Henceforth, it was later decided that the car will be built in Gujarat.
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