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Nano's potential is enormous in developing countries: Ratan Tata
Posted on 13 Jul 20122,575 Views3 Comments
Tata Group Chairman lauds Nano's improved sales over last year although overall passenger car sales "were below expectations"
Tata Group Chairman Ratan Tata, who had admitted that Nano 'wasted an early opportunity', has not given up hope on the small car, saying it has enormous potential "throughout the developing world".
"The fundamental economies of the Nano will continue to establish itself in the Indian market with a wider sales and service network," he said in the Tata Motors' Annual Report for 2011-12.
After the global acclaim, when it was unveiled in 2008, Nano was plagued with start-up roadblocks in the state of West Bengal, Tata said.
Bullish on the prospects of the success of Nano, not only in India but also in other similar global markets, he said: "The potential market for such an affordable car is enormous throughout the developing world."
He said in 2011-12, sales of the Nano increased over the previous year, although the overall passenger car sales of Tata Motors "were below expectations".
Last fiscal, Nano clocked sales of 77,989 units as against 70,433 units in the previous year, up 10.73 per cent. Sales in the domestic market stood 74,527 units, while exports were at 3,462 units in 2011-12.
In January, Tata admitted that Nano had 'wasted an early opportunity' due to teething problems.
He had also asserted that the very concept of Nano was a robust one stating: "The launches of similar small cars by others vindicate our belief that this segment was missing in the product line."
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Readers' opinions ( 3 )
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satish jayawant
Nano meant for middle class in small town but there are no dealers in small town.
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Sreedhar
Maruti needs to increase the aspirational value of Nano. The need of the hour is to improve the fuel efficiency, better ergonomically designed seats, better suspension to taken on potholes and road humps and provide a option for the customer to add on body graphics . An auto version will also do very well with Ladies, Seniors and Teenagers and the handicapped . A million Nos. can be sold to this segment alone, if Tata understands and addresses the need of this segment. Branding the Nano with a Bollywood starlet with the logo " I luv my nano" will boost the sales of nano. Increasing the colors of the Nano at entry level will also increase the sales. Owning the Nano should have a aspirational value like owning a Beetle or a Mini.
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Neel
I think an important aspect of buying a car in India is aspiration of being looked as having arrived in life. Its not just a means of transport. The motorcycle segment target in fundamentally ok however when they buy a Nano they don't feel they have arrived and want to show to others their success, it feels they have bought the cheapest car there. I think Tata may do well to try make the Nano a cool car to own vs cheapest car to own. Its got everything else going for it in terms of cost now they need to come out with some value proposition that makes a prospective car feel its will add to their prestige and coolness just like the maruti 800 was at one time. I think its a lesson in not highlighting lower cost of a product as primary USP. It would be a good idea to come up with a new version like Nano etc to show more cool factor for the car.
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