Tata Nano can still make a comeback
The Tata Nano was the ubiquitous dream car for India when it was launched in 2008. In line with the Model T the Nano was priced at $2,200 to bring about a revolution in the four wheel industry in the country.
The plans however have yet to take off leave alone fly. The report states that against a projected monthly sale of 20,000 – 25,000 cars the company has been able to ship only 1,200 in the month of August. As far as the plant capacity goes also the company falls way below its production capacity of 250,000 units to stand at only 129,000 units as on date.
It is not the failure of parts or the car as a whole in terms of performance or other such factors that has doomed its fate to this present state. It is rather the cheap factor that has played against the car as it is. The company did not realize that no one wants a cheap car even if it is a developing country with a sizable middle class population.
Dealer network along with several fire accidents has cast a spell of doubt on the safety aspect of the car and has added to the woes of Nano in particular and Tata in general. What Tata now requires is a fresh line of advertisement campaign which it has already started airing through the national television network. Tata Motor themselves have conducted a survey and come out with the result that over 90 percent of their car owners are satisfied with the car.
Writing off the car as a failure right now would be too hasty. All revolutionary products did have their own rickety path up to success so it is wiser to wait and watch the future of this car before passing a final judgment.
As things stand now, Tata Nano sales is already on a recovery path with 2,936 number of Nanos sold in September.
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