Tata Nano, the world’s cheapest car, is being revamped by the company in order to capitalise Nano’s full calibre. In an interview, the present chairman of Tata Group, Ratan Tata said, “We were not prepared to market the car as we should have. I think that has a lot to do with the fact that momentum got lost”. The Tata Nano is a small and compact city car manufactured by Tata Motors. The manufacturing plant is in Sanand, Gujarat. The Nano was dubbed as ‘The People’s Car’ and is the world’s cheapest car. The base model has a price tag Rs 1 lakh (US$ 1,800). The price tag of Rs 1 Lakh was much talked about and hyped before Nano went on to sale. The prices have increased since its inception in Indian auto industry, in 2009.
Ratan Tata pointed out the facts due to which Nano was not able to realise its full potential. He said that the sales the world’s cheapest car were low mainly due to Nano’s inadequate exposure to dealership networks. Asked about how this problem is being tackled, he said, “It is being addressed now and I think we will succeed. It is a three-four year old product (and) we have to do something to refresh the product, which we are also doing.
Tata motors have planned to solve the dealership network problems by introducing dealerships in smaller towns and cities across India. By penetrating small towns and cities the company will try to boost up the Nano sales coupled with advertising campaigns and aggressive marketing. Only 2.2 lakh Nanos has been sold since its launching in 2009, while with 74,521 units sales grew by 5.8 per cent in the last fiscal ended March 31, 2012. Ratan Tata also said that issues like plant transfer also contributed in Nano’s low performance in market. Talking about the events in West Bengal he said, “It caused us to move and caused us to build another plant. That cost us another year from the time of the launch which created a lot of excitement and three months from that launch date, the car should have been on roads.”
“Instead, because of those events it went on the road a year and half after that event,” further added Ratan Tata. Tata Group had to shift their manufacturing plant of 2013 Tata Nano car from Singur, West Bengal to Sanand, Gujarat after a big disappointment on land acquisition after the political protests also including protests by local farmers. The production from Sanand plant began in June 2010, while the first Nano was rolled out from a factory in Pantnagar in Uttarakhand in 2009.
The looks are enhanced in 2013 Tata Nano giving it an all new sporty, trendy and stylish look. For greater endurance the normal steel tyres are replaced with alloy wheels with a much improved heat induction feature. Apart from strength the Alloy wheels will also provide improved security by providing much more effective braking. In some cases the brakes become dysfunctional after the increase in temperature due to friction, due to corrosion and climatic conditions.